Reach & Influence – Social Media Marketing

September 27, 2009

Traditional media had always promised us millions of Reach but no one bothered to measure or did not have any tools to measure the reach with qualitative analysis. Social Media PR which is so called “New Media” in India comes with Reach and a strong influence…

People ask me why Social Media PR can be dominating in the future. The most important draw-back of traditional  marketing approach is the reach but no influence or less influence. Thought it claimed to have quantitative reach but failed to have qualitative results to the reach. We never felt it important just because we didn’t have any other option. But Social Media has opened the big doors for consumers to voice their opinions against their bad experiences with the Brand. This certainly did not change overnight in India but it took enough time to reach out to people’s realization.

Social Media Marketing - Indian Social Media

Social Media Marketing - Indian Social Media

Most Importantly, Social Media Marketing comes with a strong power to influence consumers decision because of its communication model. Social Media Marketing is more towards permission based marketing approach. This does give them a right to accept what they feel and how they want it to be. It is very difficult for a brand to approach a consumers with its own rules and approach. In such case of personalization there is strong sense of influence too. Since the consumers have to power to weave their perceptions it becomes very easy so establish a strong chain of influence along with the reach. Its the enough room consumers have achieved in this medium bringing  more difficulties and straight-forward approaches for the Brands. This has completely changed the consumer’s experience with the Brand. Hence, marketers have to strongly think and brainstorm about building necessary approach in this medium. There can be silent damage to the brand if the marketers do not feel the necessity of interacting with the consumers directly, which may result in great downfalls for any Brand or service.

This certainly can also be a great help for brands to also identify the loop holes in their Marketing & Communication approach, resulting them to fix issues and problems pertaining to the Product, service and much more…

Most importantly since Social Media PR has a great Reach along with strong Influence, marketing efforts can achieve assured qualitative results and also ensure better penetration of the brand or service amongst the consumers. In such cases a clear ROI is also defined effectively.

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4 Responses to “Reach & Influence – Social Media Marketing”


  1. […] Reach & Influence – Social Media Marketing « Indian Social Media | Indian Online PR | Search … rudhrakssh.wordpress.com/2009/09/27/reach-influence-social-media-marketing – view page – cached Traditional media had always promised us millions of Reach but no one bothered to measure or did not have any tools to measure the reach with qualitative analysis. Social Media PR which is so called… (Read more)Traditional media had always promised us millions of Reach but no one bothered to measure or did not have any tools to measure the reach with qualitative analysis. Social Media PR which is so called “New Media” in India comes with Reach and a strong influence… (Read less) — From the page […]

  2. Aaron Savage Says:

    You are right that Social Media PR is capable of achieving reach and therefore delivering solid ROI. My point though is that the ROI will only be in terms of the audience size, it cannot offer any figures beyond that because it is not the social media PR that converts the audience to customers. The way to do that would be to view social media PR in terms of an overall Digital Marketing Strategy such as the one I created for my company Interactive Mix in London.

    If digital media s going to live up to it’s promise it needs to stop taking a tactical view where everything is based around disciplines such as search, social media, email, web design etc, and start to see the strategic solution that encompasses those tactics and binds them all together into an overall solution. When people in the digital industry are able to do this en masse then the clients will get the service they have been screaming for years for, and digital will have come of age.


  3. Thank you, this article help me


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