Sharif Rangnekar, Integral PR, PRCAI, moderated the final discussion on the 16th of November for PRestival, Asia’s biggest PR festival, on ‘Social Media: Pokes, Tweets and Censorship – the Challenges of Online Communication’. The panel comprised of Ramesh Srivats, (TenTenTen Digital Products), Ranjit Nair, (Germinait Solutions), Preetham Venkky, KRDS (Facebook’s Preferred Marketing Developer), Anurag Batra (Exchange4Media Group).
Ramesh Srivats spoke about the need to change perceptions and expectations from social media and online campaigns. “Social Media is a tool, but people are the real media now. Therefore, A real scalable brand is one when people talk about the brand.” He also identified the need for brand action to generate conversations and buzz in the online space. Tomorrow your TV and newspaper will also be social and digital, and Brands will always need to create buzz to generate interest.” He stated that this could become potentially scalable when it reaches the point of the people building the brands. For people to talk about brands, the brands need to activate campaigns that are engaging enough.
Preetham Venkky spoke on the web as an important experiential medium. “People are experiencing brands and products online before physically testing them. Brands are pushing people to the digital space.” He also raised the issue of measuring and determining ROI in Social Media. Social media is no longer only limited to its potential being known throughout the number of Likes or Follows. The virals and their snowball effect are predicted to get viable as the industry progresses. “The demographic on social media is still nascent, as its only 6 years old.”, said Venkky.
Tomorrow your TV and newspaper will also be social and digital, and Brands will always need to create buzz to generate interest.”
Ranjit Nair, Germinait Solutions identified how brands should perceive social media. “Brands should be listeners about their products in the social space for service, pre-sales, and addressing complaints. Only this can ensure participation from customers. There is also a need for brand complacency with regards to measurements to expand to insights. During the discussion, Anurag Batra (Exchange4Media Group) also agreed saying almost all industries rely on customer feedback to avoid hashtags from “becoming bashtags”.
He identified a key arena in the emerging social media platform saying, “Branded content will be more and more valuable. All social media is essentially about content delivery, and content-led business for this medium is a powerful opportunity.” The session ended with a unanimous thought of brands not having begun to even push the limits of social media as of 2012.
Written by Ananya Ghosh for Image Management