Recently, I did a close comparison between proprietary tools  and Social Tools available. Now this might sound little confusing. Let me clear this fact. Proprietary tools means having your own site and having your own social features available on your site such as Hindustan Lever having Blogging, Video sharing and community features on their site. In this way they think they can grab the same amount of users to their website, just like all other popular tools available such as Facebook, Orkut, You tube, WordPress, Blogger etc.  The logic behind this is great, but it does not work at all. Many clients featuring all these possibilities on their site anticipate tremendous traffic to their site. But this is not the fact at all. It never works like that.   The clear difference is Proprietor y presence does not have the general identity which other social tools have. Its like knowing a company’s website and knowing Yahoo is considered to be a landmark, anything published on it has a global reach. So the presence can be considered as a landmark. It also depends what kind of approach Yahoo had towards users and what they offered. Most of the people are glued to this presence.

Recently, I had a chat with one of my client who thinks that they had provided all necessary social platforms on their site and does not feel the need of using other popular social media presence to add more traffic to their site.  Well I don’t see any clear reason to why one should not use other Social Media platforms. In fact, my recommendation would be not spending any money building Social features on an individual company site and use other popular social platforms to drive the traffic to the site. Users want to meet up at a common place. There are 1000’s of places where people discuss and meet online. Yes.. But a website is compulsory….. there cannot be any replacement to it.

A simple example :

Knowing a destination like Gateway of India and knowing an address of a Corporate office, are two different things.  Even if a corporate office has everything as Gateway of India has, people will still go for Gateway of India, because everybody knows about it from ages. It is a Landmark !

Similarly, it is just not advisable to maintain proprietary tools and expect tons of traffic to their site. One must have a clear and a strong presence on general online presence, because they are already established and people have accepted it, because the motive behind is to just connect people and not promote an individual business. Whereas, a proprietary online presence is focused to only promote and talk about specific business. Though a proprietary presence may have tons of traffic, but there is no credibility of the traffic. Most of the traffic is driven through Google Ads, Search Engine techniques and it is been rated on the statistics. Nowadays, statistics is not just everything. One cannot decide the credibility of the information through number of page visits. What about credibility of information, how can statistics define a particular visitor of the site is willing to know about a company’s business or their communications. But all this is possible at the available Social Tools. They are designed and developed only to know about this particular intention of a user.

Online statistics can been a good beginning to rate a website ROI, but in the long run, it fades out and the traffic depends on the quality of information and not just quantity of information

One more example:

A contestant dancing in his room and a contestant dancing on a stage has a clear and logical answer to the above disucssion. No one would go to his room and watch him, until he or she comes on a global platform.


This is the logic one should use while handling any Social Media activities for any brands. Basically, there are no set of rules, in how to go about it. It all depends on how one perceives and how one reacts to it. Yes, there are some etiquette which one should follow, such as no one can pitch anybody to write about a brand or any other identity. Everywhere one needs to build relationships, remember in one of my old posts i have mentioned that we deal with real people and real people can never be approached abruptly. Rather, one needs to develop customer relationship with them and then try communicating about their wants, in this case they know you well at least.

Why I term Social Media Marketing as individual perception communications because there are no set of rules about how to approach or how to communicate, it all depends on one’s perception analysis, how the opposite person reacts to it. It all matters what kind of wavelength is been shared amongst them.

For eg:

I have been regularly posting and participating in one’s conversations. Sometimes my thoughts and thinking matches to what other person has to to write about. But the same way, others might react to it in a different way. If you are able to connect, then you become an important and sensible identity to the other person. But this all comes through practice and depends on how devoted you are in Social Media. And also depends on how active you are.

I have come across many people in India, where they have failed connecting people and failed in their digital programs, but they never think what mistakes they would have made during the program, rather they would think that it did not work out, but it also depends on how much exposure one has it towards this new media and he or she delivers it to the end users. In this world, nothing can fail just like that.  🙂 sometimes I am very optimistic, but that’s the fact. We can easily estimate things which would have gone wrong in any failed activity.

For eg: again……

Today if we fail in any exam, so it does not mean that the questions were not appropriate or that examination is not meant for you…   🙂 Just because you did not perform, you made mistakes, you failed. But you do realize your mistakes and then perform again… I think the answer is very simple…

I had come across many people who used Social Media programs just for few months, and see no result in it. But its all about how much you are involved in it and how long you have been into it. Ultimately its all about interacting with people and you cant make them feel as “once in Blue moon effect”. Social Media is a very tricky subject and should be dealt very carefully, after all, its about dealing with people’s emotions. So one needs to be careful about it. How you do it,  is up to you.. No one can teach you how to speak to a girl, No one can teach how to love your girl friend. It is a natural play and should be dealt in a natural way. You can still follow your own norms and policies, but that’s you and we will be dealing with people like you, who has their own set of understanding, own set of taking things the way they want and at their own convenience.

I also see this problem with most of the web companies who fail to understand this logic and totally rely on keywords & key phrases    🙂 or they totally rely on Search Engine Optimization techniques, which plays a part of the role but not the entire role.