The social aspects of social media

 

Social media is generally used to express views, popularize products or services, conduct election campaigns, fight totalitarian governments, campaign against unethical practices and even to find life-partners and for other activities. Social media marketing strategies, technologies evolve constantly and in line with consumer and market demands. One aspect of social media that fascinates me is its power to help mankind in managing one of the worst crisis in our times. It is no exaggeration to say that it would not have been possible for many of us to withstand these tough times, but for social media.

Economists and experts agree that one of the worst-affected industry from this pandemic is tourism. Business and leisure travel have reduced phenomenally. Social media helped travel enthusiasts with armchair travel. Brands like Airbnb, Lonely planet partnered with region specific service providers to offer more inclusive experiences and reached out to their customers through planned and targeted social media campaigns.Social media applications like WhatsApp and others also help in maintaining rapport with colleagues and collaborate effectively for work and maintain friendly relations in the remote working model. It had reduced unnecessary business travel in many cases.

The COVID-19 infections have had a most devastating effect on the job market. Countless people lost jobs in the nook and cranny of the world. Industries, established corporations, shops and establishments went bust in a matter of days and some in few months. Job-seekers, both experienced and fresh candidates made the best use of the professional networking platform LinkedIn to reach out to prospective employers. While the employment crisis still looms and reports of economic recovery are sending some positive signals, it is evident that several unemployed people have found job opportunities only through LinkedIn. It feels nice to read the LinkedIn posts of several kind-hearted professionals offering; to refer others for jobs,and/or even financial assistance.

Social media has helped in effective governance during this pandemic. I remember reading about a person who had lost his sister due to the virus infections in Naples; one of the worst-affected regions in Italy, during this pandemic. He used Facebook to lament that civic officials were not helping him to bury the mortal remains of his sister. The message spread swiftly. Reactions to this message from netizens forced the local authorities to make the necessary arrangements. It was sad to read that the person had to live with his sister’s dead body by his side at their home. He was snubbed by the local authorities; while appealing for help, and then decided to seek the help of social media.

The activities mentioned about might have happened even without social media, but social media campaigns have helped in wider reach, global attention, effective communication to decision makers and achieving tangible results and creating a magnificent impact. I wish to state that social media’s efficiency in maneuvering, managing, surviving the present crisis is an important trend that could reshape its utility in the future.

Critique of a social media campaign

 

I have observed the recent social media campaign of ‘The Apprentice: ONE championship Edition’ reality show. The winner of the program will get an opportunity to work with the show’s host; Chatri Sityodtong, Chairman, Founder and CEO - Group One Holdings, and rewarded with a yearly salary of USD 2,50,000.

The video promotion of the reality show states that this is not your grandfather’s apprentice. This is an obvious reference to ’The Apprentice’ reality shows of veteran businessmen like Lord Alan Sugar of UK and former US president Donald Trump (who hosted the show till he filed his nomination to the US presidential elections). It would have been a better idea to refrain from negatively commenting on their shows.

The promotional videos of the realty show were initially uploaded in the YouTube Channel of ‘One Championship.’ The same video was uploaded after few days in the Instagram and Facebook pages of the company. Instead, it would have been a better idea to upload them in all social media platforms on the same date for an even more successful social media campaign. Quotes from CEOs; who will be assisting the host in selecting the winner of the show, should have been included in the official LinkedIn page of ‘ONE Championship’ and the LinkedIn accounts of the respective CEOs should have been tagged in those posts. There are no such updates on their Linkedin page as on date. The challenges of completing the video shoot of this program during the pandemic, logistical issues to the participants should have been mentioned in a detailed manner in the social media campaigns.

These would further improve the reach of the social media campaigns in a more effective manner and increase the popularity of the show.

Unveiling the Iron Curtain

Movie goers encounter two different experiences after watching a movie. It is either fun or positive/negative influence. I have always belonged to the first category, until recently.
"Irumbu Thirai, " a Tamil Language movie which translates to 'Iron Curtain' had a mesmerizing effect on me that i decided to write a memoir instead of movie review.

The movie, a cyber thriller could not have been released at a more appropriate time as India debates on draft privacy law and the implementation of GDPR has evoked mixed reactions across the globe and more importantly the threats and incidents of cyber hacking, dark web, which dominates news media almost everyday. "Irumbu Thirai" establishes the theme of the plot quite early with cyber heists of bank accounts of common-man, senior police officer and a notorious gang leader. Electronic and mobile shops hushing conversations at low voice sets the tone in the initial scenes of "Irumbu Thirai."

The hero's anger on unresolved NPA's, disciplinary action against him by his army superior resulting in him visiting a psychiatric clinic, constant rift with his father who has the behavior of availing loans from acquaintances and not returning them and more importantly the advise by the psychiatrist to visit his native and reconcile with his family which make his realise he has not been taking care of his family and deciding to conduct his sister's marriage at an exorbitant sum beyond his means seem diversionary tactics, but are deeply etched with the theme.

Since his father and himself are unable to secure loans due to the lack of security, they are lured by a loan agent to forge documents and secure loans. After availing the loan, a significant portion is siphoned by the cyber criminal. While he manages to get hold of another agent  the kingpin of the cyber crime gang calls him and plays the audio of intimate conversation between his sister and her fiance. The production team has done well to research and  portray the extent to which our lives and privacy are scrutunised in the digital world.

After learning that his sister's phone has been hacked and encouraged by the psychiatrist to pursue the gang of cyber criminals on hearing similar accounts of victims, the hero manages to trace the kingpin and his accomplices, after some struggles. The kingpin always thwarts the hero's movements through social media channels , CCTC camera etc. This resonates well with the discussions of many cyber security conferences where references  are often made to the quick technological advancements and shrewdness of cyber criminals, their cartels as compared to cyber warriors.

Though the villain is arrested at the end and the stolen money is recovered, his plan of the next cyber attack through his smart watch is a case in point.

The movie's initial and last sequences has some voice-overs and footage of the cyber crimes of today. The entire team has made a valiant effort in educating the public. As a content manager of the cyber security think tank of India's central bank, i have been living with the jargon and stories of the movie in my job and it is probably a befitting reason to write this memoir.

Note : The views expressed in the article are my own and do not reflect the views of my employer.

Event Technology

Businesses are reshaping their offerings, undergoing paradigm shifts in their value chain due to the fast pace and the potential of technology to reach, retain consumers and build brands. There has never been an emphasis on replacing human resources with technology for better efficiency, productivity, though not all functions can be automated. Industries that heavily rely on manpower like brick and motor also make the optimal use of technology and rely less on manpower, these days. Event management industry has quickly embraced this reality.

Event management industry not only makes an optimal use of technology but continues to reinvent their business model. Virtual seminars, walls embedded with LED lamps to display various colours in tune with the music played by the DJ’s at parties, LED screens to display the name/video of the brands and sponsors of corporate events and there is a constant evolution. Event management professionals are also expected to roll up their sleeves and hone with multiple and need based skills to service existing clients, penetrate new markets and potential areas of business interests. The assumption holds well in the context of technology for events management. ‘Event management is no more about doing ten tasks at one month but it entails one to use ten technologies to deliver hundred tasks or even more in a month.’ Measurement of results, activities, delegate/guest feedback and deliverables of conferences and events through relevant software programs is a boon to this industry.

The online medium has harnessed the potential of event management industry in creating the necessary buzz and attention to their events. Mobile applications and peer reviews ensure that event managers drive their business one-notch above their previous events. In addition to quality and timely information, technology has also helped in organising event invites at zero costs. A case in point is Facebook events.

On the flip side, too much of dependence on technology impacts creativity in a negative manner. Chief guests and or key note speakers of conferences have scripts attached to prompters and the concept of ‘extempore,’ is not always relevant in many of the conferences and events of today. Speakers and panellists are also under severe time pressure to discuss and debate their views before the time ticker indicates the end of their session and may miss on some of the important aspects of their presentation. Pre recorded songs and albums are impediments for many DJ’s in creating their own masterpieces.

Personal services and cool experiences are the USPs of event management business be it lifestyle events or corporate seminars. While technology is here to stay, the fundamentals of event management business remains the same. Technology will enhance the delivery capability of event management professionals and improve the scope for the business. What is your take on this whole issue?

Share your thoughts. Let us keep the conversation going!

Advertisement Copy

Copy for a full page newspaper ad announcing a newly launched ‘Healthy Range’ of products from Faasos

Headline: Go Nuts! Shape up! /Go Nuts! Get fit! / For the fun of Instant food/ Healthy food in a jiffy!

                   

Tag line     : Healthy eating anytime and anywhere.

Body Copy: Faasos new range of health products includes a wide choice of dishes like juices, salads, low fat yogurt, protein bars and brown rice meals. Available as ‘takeaway’ and ‘dine in' options in major retail stores through the country.  Eating instant food will henceforth be a very healthy option, in addition to saving time.

Visual: (collage)A working professional eating a combo meal during a busy hour. Another working professional picks his order of Fasoos in a supermarket. Similarly, another working professional is seen eating Fasoos dish at a supermarket.

App-only strategy: The way to go

Jet setters, expats and tourists visiting Singapore for the first time will vouch for a similar experience through the country. People across educational, cultural and financial backgrounds are constantly fiddling their mobile devices like they can’t live without it. It is high time to reckon that the situation will be the same in India, soon.

Few e-commerce giants have already embraced this fact. Skeptic views by consumers, media and the initial roll-back of ‘app-only strategy’ by Flipkart and Myntra cannot belittle its tremendous benefits. Consumers can shop ‘on the go,’ and don’t have to be glued to their laptop or desktop. One can even expect smart phone prices to drop in future, if many e-commerce companies follow suit and adopt ‘app only strategy.’

An encomium on Flipkart’s ‘app-only strategy’ was published in Huffington Post. The article mentions that ‘app only strategy’ ensures that e-commerce companies that sell products through mobiles don’t lose the date of their consumers; unlike the case of selling it through the web, whereby the companies that own the web browsers will also own the data of the consumers of e-commerce companies.

App-only strategies will soon be a win-win situation for everyone. Let’s get ready to celebrate the digital revolution!

Fashion Copywriting

1. 3 points of feedback (improvement) on this newsletter .

1. The second line (supporting the first image) can be rephrased in the following manner.You can be a fashionista and experiment with textures, colours and designs!

2. The copy for each image can also suggest the ideal occasion for wearing the particular dress/tops/shoe. For instance, the first dress may be suggested for cocktail events and the second dress may be suggested for parties (with an emphasis in the copy that it makes the wearer look hot) and the third for Friday brunches and the shoe may be suggested for dating occasions.

3. It may also be suitable to include the number of colors or pattern choices for each of the products, near the image.

2. IDifference between TOPMAN and Tommy Hilfiger in terms of brand identity and/or tone of voice.

Tommy Hilfiger caters mostly to elite buyers, whereas TOPMAN has wide range of products than the former and caters to masses and elite buyers. One of the primary differences between Tommy Hilfiger and TOPMAN is that the former is known for clothing for men, women and children among other products, whereas the latter is known for men’s clothing, fashion products and accessories.

3. Recommended publications and online portals for fashion news & trends

Online portals

• The Rake Magazine
• Buro 24/7 Singapore
• ELLE Singapore
• Her World Singapore
• The Fashionisto
• Lifestyle Asia Singapore
• Look Magazine
• LUSH The Magazine
• People Style
• The Business of Fashion
• WHO WHAT WEAR
• Tailor Me Online

Publications:

• AUGUST MAN
• Style : Men Singapore
• Men’s Folio