LIFESTYLE
...and the world for brands, marketers, politicians and even journalists!
Hate it or be hooked to it, social media has revolutionised the communications industry. While some people say for the better, others point out its various flaws. We bring together expert views from a cross-section of influentials – actor Gul Panag and social media strategist Hareesh Tibrewala, brand expert Harish Bijoor, former Member of Parliament Milind Deora and journalist-columnist Ranjona Banerji -- to tell us more. Dyanne Coelho listens in—
Do you think social media has really revolutionised the communications industry?
Gul Panag: For starters, it’s two-way communication, which was missing earlier, because you had people talking at you. Now you have people who talk, and those who speak back to you. That’s the one big change social media has brought in, and it's revolutionary.
Hareesh Tibrewala: Communication in the pre-social media days meant a monologue: the brand talks and the consumer listens. Now, communication has become a dialogue. This monologue-to-dialogue transformation has been the biggest impact of social media on communication.
Harish Bijoor: Social media is a revolution for sure. Media, which was hitherto owned by publications, television and radio channels alike, is today open to all. Everyone can broadcast. My tweets are read, liked, re-tweeted, even massacred, by thousands in an instant. In the era before social media, this was not the case.
Milind Deora: Social media has really democratised the ability to communicate. Most of it is free, which also makes it extremely attractive. It’s a new, accessible way of communicating with friends and with people you want to reach out to, if you’re a politician or an entertainer. Social media has disrupted traditional mediums [of disseminating news] such as newspapers, magazines, television.
Ranjona Banerji: I was an early sceptic about Facebook and Twitter, and only tried them out to confirm my reservations. Since then, however, I've been hooked. Twitter is now the top way to get news first (often, along with some outrage and hysterics). The Arab Spring – or whatever happened to it along the way -- would not have had any success without Twitter. This, more than Facebook, has truly broken down barriers of language and distance, and allowed people to get in touch, like never before.
Would you say it has been a gamechanger in influencing public discourse in India?
Gul Panag: Political discourse has gained a lot because of social media. Never before in our history have so many people, and across socio-economic strata, discussed politics as they did during the 2014 General Elections. Also, people and issues that never got attention earlier, now have more of a chance of this. For instance, the North East was never a part of mainstream public discourse. But thanks to social media, the Manipur blockade from a few years ago, got attention. It was already in its third week when some of us posted about it on Twitter, but once it started trending, it made it to the front pages of most newspapers as well.
Hareesh Tibrewala: Indian society is a very communicative one. We have an opinion on everything. Till now, public discourse was limited to views expressed by celebrities or the media. Now social media has made everyone “the media”, and the collective opinion of a large majority starts influencing public discourse. At times, it may lead to mobocracy, where half-baked ideas find emotional resonance with a majority and subsequently force public opinion. But that is the price to pay for democracy
Harish Bijoor: Public discourse is public today in the true sense of the word. There is a democracy in social media that was not visible in the pre-social media days. Though there is anarchy as well, of course.
Milind Deora: It has made not just politicians, but the government and even corporations more accountable. Today, if people are outraged over the Maggi issue, the company has to respond. Even journalists, who hold stakeholders like politicians and businesses to account, have been kept in check by social media. It really is the ultimate accountability tool.
Ranjona Banerji: In India, although there is a vast nation outside the world of social media, there is no doubt that social media dictates conversations. The fact that politicians and the police get upset about Facebook posts, and the more savvy try to have Twitter accounts, only underlines social media's reach and importance. Both newspapers and news TV are forced to keep an eye out for what's happening on social media. Though you could also argue that sometimes they forget that there is a world beyond hashtags as well.
And while social media has given new voice to people, how do you think has it changed the way brands, marketers, politicians and journalists communicate with their stakeholders?
Gul Panag: Brands need to realise that it is not just a one-way conversation where they talk at consumers. It is not only about talking to your target audience, but getting your target audience to talk about you. Brands like Redbull don’t employ direct marketing. They sponsor an F1 team, or an aerobatic flight squad for air shows, and that makes people think Redbull is cool. It is rewarding for a brand to have people talk about it, rather than it talking to people, because that also comes at a very large cost.
Hareesh Tibrewala: The best example of how social media has influenced consumer behaviour, is TripAdvisor. If you are in the hotel business and don’t get good reviews on TripAdvisor, you might as well shut shop. It no longer matters how you ‘market’ your brand. All that matters is the opinion of consumers who have used your product. Social media is now about building brand advocacy among consumers.
Harish Bijoor: Marketers, who are essentially used to marketing to the ‘patient’, need to embrace this quick and decisive media for their brands. Time to wake up, smell the social media and learn the art, science and philosophy of marketing to the ‘impatient’. Social media management is a different skill altogether. Marketers cannot hide behind the cloak of their PR outfits anymore. They need to be hands-on and quick in this medium.
Milind Deora: I use it as a good way to get feedback on issues. The current joke on social media is that the Prime Minister tweets to wish Algeria on its national day, but won’t tweet about scams in the government. But sooner or later, this will build up to a crescendo where he’ll have to say something. Social media makes you, as a politician, more accountable. It is all about a viral communication strategy and it’s different and more interactive than any other medium.
Ranjona Banerji: I think the corporate world has not yet fully understood how to exploit social media. The internet community is averse to intrusive advertising and many companies have not yet understood this. However, Twitter is a great way to complain to service providers and in my experience you often get a far prompter and more effective response from social media handles than you would if you had the courage to take the call centre ‘press 1 to be ignored, press 2 to be insulted’ route.
Conversations have now moved from the coffee table to a social media platform. What do you envision for the future of the communications industry?
Gul Panag: In the future we’re going to see periodic, disruptive changes. For example, the first round of disruption came with Twitter, then Pinterest and Snapchat. You will always find a disruption the moment we settle into a status quo, and you can either evolve yourself, or you will be forced to evolve because of the disruptions that will happen. Instagram began as a photo-sharing medium, but it also has videos now and that’s enabling people to put their stories across in a manner like never before. So that’s disruptive change.
Hareesh Tibrewala: Mass communication in its current form will remain. However communication strategies going ahead need to have active social listening (to understand public chatter), social engagement strategy to engage in one-on-one conversations as well as influencers and advocates strategy as something integral to any communication architecture.
Harish Bijoor: Yes, discussions which were one-on-one in the physical world are today all about one-to-many in the virtual world. This is a trend. On social media, your friends are those you have never met, but seem to know well.
Milind Deora: I think the future of media will really be a hybrid of social media and television. Back in the day, if I was an artiste, a fan would write to me and I would respond. Now the fan is not writing to you privately, but in a public forum, letting the whole world know what he thinks of your music, and you are responding to his comments publicly. So one has to be very careful about using it. But it’s definitely opened up individuals, corporations, governments to greater standards of transparency.
Ranjona Banerji: Perhaps people sitting at the dining table tweeting to each other instead of talking? The methods of communication keep changing. Who knows, if you ask me these questions 10 years later, we might be saying: "Wow, I'd forgotten all about social media!"
In Arrangement with MxMIndia.com.
DNA TV Show: Why Gautam Adani charged with bribery and fraud in US
IND vs AUS: Records Virat Kohli can break during Border-Gavaskar Trophy
Diljit Dosanjh fans get angry over Ananya Panday's birthday post for her grandmother, here's why
Reddit suffers outage with ‘upstream connect error’ message, says 'currently investigating...'
Border-Gavaskar Trophy: How has Jasprit Bumrah fared in Tests in Australia?
Delhi records coldest night of the season, temp drops to...
Crossing the Line: Ukraine's Use of Storm Shadow Missiles and the Escalation of Conflict
When Malaika Arora talked about the controversial ‘instant pleasure’ ad, it was for…
This is the world’s most expensive shopping street, not Fifth Avenue, New Bond Street, it is...
Big setback for Gautam Adani, Kenya cancels Rs 6216 crore deal with Adani Group due to...
Viral video: Man’s jugaad to stay warm in winter will leave you SHOCKED, watch here
Hinduja Group firm gets key approval for acquisition of Anil Ambani's debt-ridden Reliance Capital
Viral video: Middle-Class man lives dream of having tea at Taj Hotel, netizens applauds
Shloka Mehta looks stunning in white floral kurta as she clicked with Akash Ambani, it costs Rs....
Who is Sagar Adani, Gautam Adani's nephew, accused of bribery, fraud charges in US?
PayPal down: Several users face issue while logging into accounts, say 'no one could...'
IND vs AUS: Jasprit Bumrah, Pat Cummins eye historic captaincy milestone in Perth Test
BGT 2024, Ind vs Aus: Can Shubhman Gill be the new Cheteshwar Pujara? Is he really ready?
The Ultimate Guide to Luxury Gifting: Discover Heirloom Pashmina by Pashmina.com
Effortless Relocations: The Perks Of Professional Removalists In Melbourne
Watch: Pakistan fan with 'Imran Khan' poster asked to leave Hobart stadium in Australia
International Criminal Court issues arrest warrant against Israeli PM Benjamin Netanyahu for...
What is demisexuality? Everything you need to know about this lesser-known sexual orientation
WATCH: World’s shortest woman meets world’s tallest woman, video goes viral
IND vs AUS 1st Test: Predicted playing XIs, Perth weather forecast and pitch report
IND vs AUS: When will Rohit Sharma join India squad? Check latest update
'Scam 2024': Diljit Dosanjh lookalike pranks people on Pune streets, video goes viral
Delhi Air Pollution: Centre announces staggered work timings for govt employees; check details
Mukesh Ambani's Reliance Jio loses nearly 80 lakh subscribers in just 30 days, BSNL adds...
IND vs AUS, 1st Test Dream11 prediction: Fantasy cricket tips for India vs Australia match
This country has most expensive passport in world, not US, UK, UAE, it costs Rs...
Amitabh Bachchan opens up on Aishwarya Rai-Abhishek Bachchan divorce rumours
Amid rising air pollution, Delhi-NCR's crematorium records cleanest air; check AQI here
Revolutionising Medical Imaging: Venudhar Rao Hajari’s impact on healthcare technology
Abhishek Gupta and Onevision Media: Scaling brands on social media
Video shows Korean girl eating jalebi for first time, her reaction to Indian sweet goes viral
Cristiano Ronaldo confirms THIS YouTube star as his next guest, says, 'Will break Internet'
Delhi Assembly Elections: AAP releases first list of 11 candidates for 2025 polls
Adani Group's FIRST REACTION after US indicts Gautam Adani in alleged bribery case
Instagram introduces new feature, know how to reset app's algorithm, change your feed
No mention of Aaradhya Bachchan in Amitabh Bachchan's post on birthdays, it happened recently
Oppo Find X8 and X8 Pro launched in India, check specifications, price, other details
Charges against Gautam Adani: BJP's scathing attack on Congress, questions timing of development
Jasprit Bumrah's BIG statement on taking up Perth test captaincy, says, 'tactically better...'
Blackout on breaks: Company imposes no-sick-leave policy until 2025
Drug-laden terrorists on India's western, northern frontiers
Mohammad Shami trolls Sanjay Manjrekar over IPL auction bid prediction, says, 'Baba ki...'
IND vs AUS Test: When and where to watch 1st match of Border-Gavaskar trophy, know details here
CAQM amends Grap Stages III, IV, enforces stricter measures in Delhi-NCR amid air pollution woes
Malayalam actor Meghanathan passes away at 60 after suffering from...
Adani Green Energy's FIRST reaction after US indicts Gautam Adani in alleged bribery case
'Keep me out of...': Pakistani Instagram star Mathira on MMS leak controversy
Delhi Air Pollution: AQI marginally improves from 'severe' to 'very poor' category
Meet actress who worked with Alia Bhatt, was asked to 'compromise', connected to Aishwarya Rai by..
Aishwarya Rai’s remark on Amitabh Bachchan’s ‘habits’ goes viral amid divorce rumours with Abhishek
Rekha's BOLD statement about Amitabh Bachchan goes viral, 'why hurt...'
Meet man, IITian who built Rs 5493 crore firm, has this Mukesh Ambani connection, he is from...
Shillong Teer Results TODAY November 21, 2024 Live Updates: Check winning numbers here
‘I didn’t have time to…’: When AR Rahman revealed having ‘agreement’ before marriage to Saira Banu
Amitabh Bachchan praises Abhishek Bachchan's new film, netizens ask 'kash ye Aishwarya...'
Viral video: Woman's sizzling belly dance to 'Namak' impresses internet, watch
Hardik Pandya banned, Mumbai Indians captain to miss first match of IPL 2025 due to...
Meet man who studied at IIM, IIT, then built Rs 1160000000 company, got inspired by…
Meet woman, who quit as dentist for UPSC exam, became IAS officer with AIR...