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.


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.