Return on Time Spent

June 12, 2009

This logic is slightly philosophical, but I guess this will help a lot in understanding the characteristics of Social Media activities and its services available.

One can reap excellent benefits out of Social Media if he / she does enough research on Social Media, its characteristics, the way it works, they way it reacts to us. Many of us have a myth about Social Media is just to know about tools which will help us to communicate our key messages. But, the actual feel of how social media would react to our communications will totally depend on how much time do we devote online by getting engaged in Social Media activities such as :

  • Commenting on interesting topics
  • Participating in the Discussions
  • Participating in the Brainstorming activities on Brainstorming sites
  • Blogging and commenting on Blogs, its not about just saying “good post”,  “I just dropped on  this site and the content is good”, “good one”. All these are not comments or value additions. It is just a formality to increase their own visibility by establishing more number of backlinks. The real commenting is when you add some value additions to the existing article, which will give you more insights to the post or an article on a Blog. This will be appreciated even by the Author of the Blog and certainly develop good relationships with the Author
  • Tweeting – Tweeting is an important activity. It goes in a teaser perspective, due to its 140 character limitation. Moreover, tweeting is a very influential activity to spread the message across, it acts well to distribute the information across
  • Interacting with the unknown people who equally share like minded thoughts or totally different thoughts, managing conversations with the online people
  • Trying to make assumptions of their likes and dislikes
  • Getting anxious to their responses
  • Drafting responses to the unexpected and weird comments

    All this won’t be possible if an individual is not involved in these activities actively. The consequences of not being active and yet implementing the strategies would always end up in negative responses, negative reputation and unexpected reviews or feedback from the users.

    Yes.. It is a time consuming activity and lot of research is needed before one tries to indulge in these activities.  Moreover, to implement a smooth and flawless Social Media activity, one has to listen to what people are saying and also understand what do they expect. One has to be even Social in nature, this will help a lot in weaving new thoughts of triggering conversations or conversational topics.

    Good openings for people who talk a lot, think a lot, and likes to keep on conversing on Philosophical thoughts. 🙂 , But there can be saturation if you over do it also 😉

    India is still very aggressive in supporting Causes and CSR activities through Social Media. As it still works out with a common objective i.e “Support”, “Raise Voice Against”, “Save” and many more.

    There has been a major confusion amongst people about Tools and Communication strategy in India. Marketers are skeptical about engaging users with indirect communications as they are very much used to direct communications. This trend might take some time to entirely get changed into engaging users with their choice of content.

    PR Professionals, Advertising Professionals will have to spend lot of time through indulging into social media activities as being part of it and act like the end users to understand the clear kn0w-how of Social Media and other forms of Digital Communications.

    Hence, its time to take an immediate call and act like an end user and achieve excellent returns on the time spent. I dont have evidences to it, but it would be clearly evident if an individual is totally involved in Social Communities.

    Cost of Inactivity

    June 5, 2009

    I would like to thank to one of my online friend – ISABELLE who has been actively discussing with me on this matter, The Best part of our discussion was coming up with a  new perspective to look at “Cost of Inactivity” rather than analyzing it through ROI, Cost per click etc etc.

    Inactivity has been an important concern in the Social Media World especially in the Indian Markets. Social Media has been very successful in other countries. India has still yet to taste the response of Social Media. Yes there are many companies who have started using Social Media as one the mediums to engage people. But they are not completely in it. The current perception of the Indian market is still restricted to contests, Campaigns to engage users and not discussions, brainstorming and other Crowd sourcing activities. Indian brands are still skeptical to act transparent to the actual people and still looking at different ways to control these mediums in either restricting themselves on tools or content.

    But Social Media is more than just sharing a company’s information, their operations, their expansion plans, service etc. Social Media is also, giving an opportunity to the people to participate in one’s brand conversations, such as brand enhancements and many more. It need not have to be specific to the brand but a relative activity of the brand. Ultimately what people look for is an opportunity to converse with people on different possible discussions, express their views, frustrations, ideas etc. where they would like make some value additions. The Best example of is the Idea Campaign, it does have an emotional connect as well as involve people in the brand’s Initiatives.

    There is one more reason why Brands in India are not very keen in involving real people in their activities, as the fear of conversations going against them. But, its worth taking a risk.

    It needs a long term strategy to develop good relationships with the real people. An ideal social media strategy should span across between 3 to 6 months. Social Media strategies are little time consuming, but in this case we are building a communication support to backup our promotional activities. It just like somebody approaching you with a product which has no history and future. Everyone needs some supporting, not just appearing it on Hoardings, Electronic media, but also adding some personalized touch to it.

    Brands still look at one big Idea, than looking at simple strategies to support it. And this kind of practice is dangerous for a brand image. Moreover, just being listed on all popular social media services, will not be considered as being active on it. One has to talk to people, ask their reviews, involve them in the brand’s survey processes and also involve them in possible brainstorming processes. This will certainly place any brand to a customer’s expectation and also building brand loyalty. People wants their concern to be considered. So far we have been hiding and running away from their concerns, and naturally that leads a Brand Disaster in the coming future. Moreover, being active is so important as there is immense competition around the brands itself. Lets understand one thing, being inactive is far more expensive than being active. Here are some important aspects to look at it:

    1. Misunderstanding towards a Brand
    2. Loosing valuable customers without knowing
    3. Negative Influence
    4. Misinterpretation of the customers  expectation and hence ending up in a loose out
    5. Advantage for the competitors
    6. Negative conversations going out of control damaging the Brand Reputation
    7. Very difficult to convince and provide possible justification on a claim or an incident
    8. Loosing out good opportunities to connect with consumers directly and also understanding their expectations
    9. Spending lot of money on the research companies, with assumptive survey reports
    10. Unwanted Redirection of Valuable Conversations

    Looking at so many possible disadvantages, Is Being Inactive Worth a try ?