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 ?

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