Indian Social Media

It has been more than 3 years now and I have seen Social Media evolving from concept to implementation. However in 2010 Social Media has taken some interesting footsteps by serious Marketers.  Marketers are getting serious about Social Media and finding extremely important for their overall media mix. But, that is not enough, finding it extremely important is good but getting it right is equally important.

I see many brands still revolving around quantity and quality. However, some Advertising Gurus who wish to venture into Social Media just because they feel Advertising has reached to its limits and can do nothing more to it. These Gurus are transforming themselves to be called as Digital Professionals or so called “Social Gurus”

But, I absolutely don’t see any change in them. However, I have spent some time with these so called Advertising Gurus as for me they are just trend followers are getting Social Communication completely wrong! Well they are also known as Social Strategists. However, they are still following similar strategies for Social Communication as it was before in all other communications. Somehow, they are completely forgetting that is all about People communication and all the more it is “Social Communication”. I have a very logical approach or a logical differentiation of what it is exactly.

A Social Media strategy should have Human elements and not Strategic Elements:

Let’s have closer look at what it is at an individual perspective:

Human Elements are:

• Thought Leadership
• Innovation
• Communication
• Motivation
• Trust / Respect
• Commitment
• Relationships
• Team spirits & Team Effectiveness
• Culture
• Responsiveness
• Awards & Incentives

Strategic Elements are:

• Vision / Mission
• Values
• Objectives
• Key Programs or events
• Priorities
• Goals & Metrics

However, there cannot be strategic elements involved in a Social Media strategy. It should always have Human Elements rather! Well I understand it needs time to completely get transformed-thinking in place. But, one has to start doing it if he/she wants to get the Social Media thingy get right at first place. May be, brands have to re-think or re-strategize completely when it comes to Social Media Communication.

Take our own example, Being an individual we play different roles at different places. We live with 2 different cultures i.e Social Culture (Fun, informative, humor, togetherness, friendliness, opinionated etc and a Non-Social Culture (workplace, professional life and many more). Hence, if a Brand wishes to approach a consumer through Social Media, it has to consider only Social Elements or rather human elements attached to his communication. Hence, there has to be a dedicated Social Strategy developed and deployed.

Most of our brands in India are completely missing it. However, I keep sharing, one has to be part of Social Media space to realize this fact. Many of us are either following Gurus or not been able to get the logic right when it comes to implementation of Social Strategy

The most important breakthrough I would consider in India would be a complete shift in thinking of Marketers and our Advertising Gurus