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The Tweet That Cost a Social Media Manager His Job

Posted by Vaibhav Kalamdani on April 30, 2015

The use of emojis has become common these days. People as well as brands use it in their online communication to add some effect to their messages. However, the social media manager handling the Houston Rocket’s twitter profile will probably think twice before using an emoji in the future.

The incident occurred when the Rockets were on the verge of defeating the Dallas Mavericks to eliminate them from the NBA playoffs. They posted this tweet, much to the surprise of the Mavericks.

rockets tweet
The tweet shows an emoji of a gun pointed at a horse’s head. Apparently, the mascot for Dallas Mavericks is a horse, and the image indicated defeat for them.

Though the tweet was later deleted, the damage had already been done. The tweet had received scores of retweets and was favourited by thousands of users. Several screenshots had already been taken and people had started talking about it. Moreover, the Mavericks tweeted back to Houston Rockets saying:

mavericks tweet

The Rockets promptly apologized and admitted that their tweet was in very poor taste. The person responsible for the tweet also apologized on his personal Twitter profile later.

rockets apology tweet

This is not the first time someone has been fired over a tweet. Last year, another person was sacked by a media and internet company for her racist remarks on Twitter. Social media is a very sensitive space and you need to be very careful about what you say. Agree?

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The Economics Behind Facebook’s Decreasing Organic Reach

Posted by Vaibhav Kalamdani on April 28, 2015

Organic reach on Facebook is considered to be one of the most precious metrics by brands. This is because organic reach means the number of Facebook users who see a post from a Facebook Page, without the brand having to pay money to Facebook.

As Facebook has grown in popularity over the years, brands and agencies have complained about decreased organic reach. Where the brand posts were reaching 16 percent of their fans organically on an average in 2012, the number has dropped down to mere 1 – 2 percent currently, as per reports. This has led the Facebook advertising budget burn a bigger hole in several brands’ marketing spends in order to communicate their messages to a wider audience on Facebook.

Many term this as a tactic by Facebook to enhance its bottom-line and keep its shareholders happy. However, Facebook denied this theory and said that the declining organic reach is partially a natural and unavoidable phenomenon. The increasing number of posts made everyday by users and brands has led to decreasing attention span on individual posts by users on their news feed.

Demand and Supply

As per Facebook’s latest changes in its algorithm, the news feed (consumption demand) shows content mainly from those brands and friends which the user tends to interact more with. Therefore, every brand is fighting hard to grab a spot in their fans’ news feed – which provides a fixed amount of space to display content – indicating high supply and less consumption demand.

Using this economic theory, organic reach for brand posts on Facebook is inversely proportional to the number of posts made by brands and users on Facebook.

As you can see, the red line is the consumption demand curve and the blue line is the supply curve. With increasing posts made on Facebook, the organic reach for brand posts decreases, and hence the two are inversely proportional to each other.

 

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What Exactly is Facebook Paper?

Posted by Vaibhav Kalamdani on January 31, 2014

What comes to your mind when you hear the word ‘Paper’? A sheet or a newspaper? Very soon, people who have an iPhone will start associating it with Facebook. That’s right! The world’s leading social network is all set to reimage itself by rolling out a new standalone app called ‘Paper’ for iPhone users. With horizontally scrolling set of screens and an ability to flip pages with just a vertical push up, the latest incarnation of Facebook promises to make its iPhone app stickier for users.

Facebook is marketing the product as a way of storytelling. The app enables users to tell visual stories with the help of photo albums as well as videos and news stories from all over the world. With this move, Facebook yet again shows how serious it is about the mobile platform. As of now, the app will only be available for iPhone users. Let’s wait and watch what’s in store for others.

Watch the video below and check out Paper for more details.

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How To Engage Citizens Via Social Media

Posted by Vaibhav Kalamdani on December 23, 2013

Do you dream of making your place the best in the world to live in? What can you do to make this dream come true? Not everyone can be the President, Prime Minister or the Ruler of any place. So as a leader, how do you ensure you give all the citizens an opportunity to share their ideas with you? The answer is turn to social media!

Recently, HH Sheikh Mohammed, Vice President and Prime Minister of UAE and Ruler of Dubai called for every man, woman and child to join the biggest ever national brainstorming session in order to promote fresh thinking and innovation in generating ideas for developing the sectors within UAE. Here are his official tweets:

This is not the first time that HH Sheikh Mohammed used social media for citizen engagement. He regularly engages the citizens for UAE’s development projects with the help of social media.

Social media, if used effectively, can be of great help. It can help unite the citizens, foster growth and bring harmony within the community if it is controlled well by the leader. Not only personalities, but also brands can play a key role in getting citizens together by working closely with the government.

How do you think can social media help in citizen engagement? Share your thoughts by commenting below.

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3 Serious Marketing Lessons to Learn From UNICEF’s Hilarious Video Campaign

Posted by Vaibhav Kalamdani on December 19, 2013

Have you seen the latest campaign video by UNICEF Sweden? If not, watch it first and then read on.

The video features character representation of three of the most respected personalities – Jesus Christ, Mother Teresa and Mahatma Gandhi having dinner and complementing each other for their noble work. The twist in the video happens when an ordinary man shares his way of doing a good deed.

So here’s MARKETING LESSON # 1: SIMPLICITY IS THE BEST FORM OF CREATIVITY

That’s right! In an effort to think BIG and INNOVATIVE, most often we forget the most important word – SIMPLICITY. This video is not only creative, but simple as well. Simple here means no using high-end technology or jargons. If you watch it carefully, the ad wins on 2 elements:

1) Connecting the action of donating with good deed, which is done by good people
2) That one sentence towards the end – “I just clicked a banner”

Consumers are smart enough to understand the ad because they see banners every day and almost everywhere on the Internet, and can relate to their experience.

After releasing the above video, UNICEF further launched two follow-up videos as part of the same campaign.

MARKETING LESSON # 2: BUILD A STORY AROUND WHAT YOU ARE SELLING AND ADD SOME FUN TO IT

None of the three historical figures are connected to UNICEF. However, the connect between all of them lies in doing something good for the society, and the synergy is weaved aesthetically to create a short story and intrigue the viewer.

Thanks to the story of the ordinary person in the second video, viewers had a reason to smile. His story started off describing about his life, and then leading to the core message. Similarly, brands need to talk to people not in a hard-selling or disoriented way, but by way of telling an interesting story that leads to the core message.

MARKETING LESSON # 3: EDUCATE CONSUMERS ON WHAT’S RIGHT FOR THEM

The third and final video in the series tells people what they need to do when they come across this campaign-related banner. If a person, who has seen these videos, comes across the banner, he’ll not only recall the ad but also might click with a high possibility. Nonetheless, even if he doesn’t click on the banner, UNICEF has effectively communicated that it is here to do good and help you do good as well!

This is probably the most challenging part for any brand – educating people and telling them what’s right for them to do. One of the best ways, as depicted in this ad, is demonstrate. Demonstration helps a person better understand what is expected from him.

What do you think about this campaign by UNICEF? Are there any more marketing lessons that you would like to share?

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Why You Cannot Ignore English Language on Social Media in UAE

Posted by Vaibhav Kalamdani on December 18, 2013

From the day I planned to work in Dubai, I wanted to learn Arabic. I am sure, like me there are several who plan to learn Arabic, and some have even learnt the language.

Being in the field of marketing, we have been taught to speak the language that your customer speaks and understands. Now connecting this learning with the stats on how rapidly social media is growing in the UAE, I was startled to know the increasing popularity of different social media channels in this region. What also made me realize is that this country is flooded with Expats from different parts of Non-Arabic speaking world, mainly from Central Asia, South-East Asia, Europe, Australia and Russia.

As a person living in a new place, you are most likely to connect with communities that promote local news and brands that sell locally. Companies that market in this region do not necessarily have the locals buying their goods and services, but also a lot of expats. For example, no matter where you are from, there are very high chances that you would want to know about the promotions carried out by tech brands, restaurants, hotels, etc. And everyone wouldn’t consider learning Arabic. That’s when English language comes to the rescue.

Being the universal language, communication in English plays a key role in this region as almost everyone understands it to some extent. As per a report, English is the second most spoken language in Dubai – the most popular emirate in UAE.

So when you are chalking out your content strategy, remember that a post that’s written in Arabic may do well, but it can perform better if it’s written in English or like how some brands do it – in both the languages for Arabs as well as Non-Arabs to understand the message.

Do you think it is necessary for brands to communicate in Arabic on social media? Let me know with your comments below.

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How to Get Started With Twitter Header Image

Posted by Vaibhav Kalamdani on September 18, 2012

Twitter becomes more visual! That’s right! The micro-blogging site now allows you to have a header image, just like how you have your Facebook cover photo. Here’s how you can get started and have your own header image if you use Twitter via web:

Step 1: Login to your Twitter account and visit https://twitter.com/settings/design

Step 2: Scroll down and you will find “Customize your own” section

Step 3: Click on “Change Header”. Make sure that the image is at least 1252 pixels wide and 626 pixels in height. The maximum file size required is 5MB.

Step 4: Click ‘Save’

Step 5: Click on “Me” on the top menu bar to see your header image


The header image places itself behind your profile picture and bio.


So, set your header image now and share your views about this new feature in the comment below.

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Challenge for Social Media Marketers: Adjusting to Community Conversation Dynamics

Posted by Vaibhav Kalamdani on June 29, 2011

How often do you come across Brands that speak the community’s language and tone? The basic mantra of social media marketing is to understand who your members are, what tone do they speak in, where they are from, and what is their want. Another important component to identify is what environment these members are conversing in. For example, a set of members at a seminar would react and communicate differently compared to Facebook.

Read the rest of this entry »

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Facebook’s Loss is MillatFacebook’s Gain

Posted by Vaibhav Kalamdani on May 29, 2010

Since the last few days, Facebook is experiencing tremendous pressure from certain regions across the world. Not only this, the social networking powerhouse has also been put to test because of the privacy issues, leading to agitation amongst some users who have already threatened to quit the site on May 31st this year. Read the rest of this entry »

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Social Media Opportunities for the Direct-to-Home Industry

Posted by Vaibhav Kalamdani on May 21, 2010

Not so long ago, social media was a hot-spot for companies belonging to the hospitality, travel & tourism and the financial services industry. But now that the time spent by average users on the social media sites has increased significantly, we have several companies from other industries stepping on the gas and rolling out their official platforms on popular sites like Facebook, Twitter, YouTube, etc. Read the rest of this entry »

Posted in Business and Social Networking/Social Media | Tagged: , , , | 1 Comment »

 
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