Abstract: This study investigates the role and effectiveness of social media marketing (SMM) in enhancing brand awareness and lead generation within Femtosoft Technologies, a Chennai-based IT solutions firm. With digital platforms becoming a central part of consumer interaction, businesses are leveraging social media channels to promote brand identity, engage audiences, and generate sales leads. This study explores how targeted social media efforts, including paid campaigns, influencer collaborations, content strategy, and engagement metrics, contribute to the visibility and growth of Femtosoft’s brand.

Primary and secondary data were collected through surveys, interviews with marketing professionals, and analysis of campaign performance reports. Statistical tools such as regression analysis and correlation methods were used to determine the relationship between social media engagement and lead generation outcomes. Findings reveal a significant impact of consistent social media presence and well-planned marketing campaigns on the company’s digital outreach and conversion funnel. This paper concludes with strategic recommendations for leveraging social media as a long-term marketing asset.

Keywords: Social Media Marketing, Brand Awareness, Digital Engagement, Lead Generation, Marketing Strategy, Online Branding, Content Marketing, Femtosoft Technology.

| DOI: 10.17148/IARJSET.2025.12549