The Role of Innovative Content in Social Media Marketing to Drive Engagement and Generate Desired Buzz around Brands in Indian Market

Social media is not just a phenomenon but a fundamental shift in the way people communicate, consume their information, interact, make decisions and buy. Having a social media presence goes far beyond just having a Facebook page or a Twitter id today. It's all about content, conversations, human connections, communication, engagement, sharing, participating, listening and so much more. The ability to constantly create compelling content becomes instrumental in drawing the right target audiences and making the brand more visible. Content is the Mojo of the social web. Social media channels including LinkedIn, Facebook, Twitter, Foursquare, Word Press, Google Plus and more can fall into place if there is substantial fuel for sparking conversations, discussion&interest around what a brand is looking to promote.This paper examines how effective are content strategy and social media engagement in creating the desired buzz around a brand or a business. In this paper, with the aid of secondary research and regular observation of the current happenings in digital marketing, intangible elements of social media marketing, like compelling content, key engagement drivers, wooing the audience, creating sustainable brands, relationship with target audience etc. are studied. Also, few brands have been studied in detail to understand the digital innovations they have adopted to achieve desirable results.