Mr. Lalwani focussed on current trends in Social Media today with respect to medium potential, medium competencies, user behaviour and suggested marketer guidelines to optimise the medium.
People and brands are using the medium to participate in conversations and express themselves. The medium has eliminated barriers to mass communication and distribution, giving everyone the chance to actively participate in public discussions, express grievances and assist in problem solving.
The growth of the medium has set off knee jerk responses from mainstream media companies. Marketers have to be particularly cautious when they act, as negatively perceived messages, set off responses and reactions that spread at the speed of light. For example, Hagen Dazz ice cream’s unpleasant experience with airport advertising in New Delhi. There is a rise in the exhibitionist attitude of consumers. People want to publicly exhibit their ideas, emotions and feelings – social media is giving them the vent. The customer’s voice is louder than before, but the marketer must be willing to listen. Marketers must realize that ‘negative is not an enemy.’ It helps to address loopholes in organisational practices and get better than before.
The mobile phone platform is likely to become the biggest platform of social media usage and entertainment access in the near future as developments in features and interface take shape.
Social Media was originally meant to be about seeking information, sharing experiences and channelizing solutions. But usage today is becoming about “I, Me, Myself.” A random conversation carries ‘more of chatter and less of matter.’ Other anti-social trends in today’s social media of are ‘Mob Attacks on entities’ and Brand Stalking which makes every marketing action, even more challenging.
To conclude, Mr. Lalwani encouraged marketers to ‘think engagement’, and ‘think strategic’.
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