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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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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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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.

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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 »

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India’s Leading Mutual Fund Company “UTI” Embraces Social Media

Posted by Vaibhav Kalamdani on January 15, 2010

Unit Trust of India, popularly known as UTI, recently marked their presence on social media to engage with their consumers. The leading mutual fund company – with over 1 crore investor portfolios – has taken the digital route to promote the “Language of Investment” by addressing user queries and helping them achieve a stable financial life.

The mutual fund giant has set up official accounts on social media platforms like Facebook, Twitter and YouTube to spread its message “Kisney Sikhai India ko Investment ki Bhasha” indicating that UTI MF has taught India the Language of Investment. It conducts activities that lead people to think about investments, wealth management, smart ways to getting rich, etc. Read the rest of this entry »

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Pepsi Dumps Super Bowl for Social Media

Posted by Vaibhav Kalamdani on December 26, 2009

Those who are skeptical about social media’s popularity and ability might put their thinking caps on after reading this post. World’s renowned cola brand Pepsi has astonished the advertising industry by its latest move to ignore Super Bowl this year and instead focus on social media. For those unaware, Super Bowl is the championship game of the National Football League, and is considered as the most-watched American television broadcast.

Pepsi, in an effort to leverage social media, has opted to award grants of thousands of dollars in its “Pepsi Refresh Project”, which would be rolling out in January, 2010. As social media is all about people and communities, that’s exactly what Pepsi would be focusing on. It would allow people to visit the “Refresh Project” via several social media platforms and suggest ideas on how the brand could refresh their community. The next process involves voting, which would be carried out during February. Finally, the amount of money ($20 million) saved by not advertising through Super Bowl would be diverted to the project in form of prizes. Read the rest of this entry »

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Bharti AXA General Insurance sets on a Stress-free Journey on Social Media

Posted by Vaibhav Kalamdani on November 23, 2009

Brands that are helpful always find a special place in the consumers’ heart. As more and more companies follow the “social media” way to reach out to their customers, there are companies that are taking an extra step to make sure they create a positive impact not only on the business front, but also on the society. Bharti AXA is the latest company to join this list and use social media in a healthy way to promote its messages.

Bharti AXA General Insurance has a dedicated micro-site that focuses on providing solutions to people who are in stress. Besides, it aims at encouraging people to lead a “holistic” life by involving Mickey Mehta, India’s Holistic Health and wellness Guru, to share his health tips and secrets. Read the rest of this entry »

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Unilever Ambitious About Asian Market, Adopts Social Media

Posted by Vaibhav Kalamdani on October 31, 2009

unilever-logoLooking at the rate at which social media is growing amongst small businesses across the world, corporate giants are making sure not to be left behind in experimenting the latest marketing medium. We’ve already seen companies like Ford, General Motors, Coca Cola, Southwest Airlines, etc. embrace social media and using it effectively to create a strong online presence. Now, its time for FMCG (Fast Moving Consumer Goods) companies to set the gear high and ride its benefits! According to Advertising Age, FMCG mogul Unilever is all set to whirl the social media wand in the Asian market.

Apparently, Asia is the biggest market for the FMCG companies to market their products, with demand escalating from fast-developing nations like China and India. Being aware of the growing competition, Unilever has decided to promote three of its popular brands, Pond’s, Lux and Comfort through social media. The aim is to target specific regions and engage users via certain social media platforms like blogs, video-sharing sites, etc. Read the rest of this entry »

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Social Media Expands Horizon for Travel and Hotel Companies

Posted by Vaibhav Kalamdani on September 26, 2009

travel-and-hotel-social-medThere’s an explosion of social media sites that are ready to assist the travel and hospitality industry reach out to both, their existing as well as potential customers. As users increasingly use forums, review sites and social networking sites to share their experience, seek answers to their queries and assist others in need, the popularity of these social media platforms is certainly on the rise.

While Facebook and Twitter are still the favourites for most of the travel and hotel companies, other niche sites like WAYN, LonelyPlanet, Virtual Tourist, etc. are making their presence felt as well. They are soon becoming an online destination for users to share their travel pictures, likes and dislikes, views and knowledge about a particular place, etc. Read the rest of this entry »

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