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.
