How Social Content is Different and What This Means

Social Media signals a brave, new world of communication and interaction. Correspondingly the content on it pushes the boundaries of power, of ownership, of usage and of consumption. In my latest Social Samosa article, I take a look at what this means.

“Think of content on traditional media as a stone that you’re about to throw. Science allows us to determine its speed, direction, trajectory and eventually its destination. In contrast, Social Content is like a drop of water in the sky. It might fall as rain or collect on a leaf as a dewdrop. Or along the way, it might transform into a hailstone or even a snowflake. Each of these possibilities lead to numerous others. A snowflake might get trampled upon, slapped onto a snowman or shaped into a snowball. From here, it might get smashed on a surface or roll on the ground, pick up more material and momentum and building speed, go hurtling on to an unknown destination. The last is the phenomenon of going viral, that wet dream of every social media agencyperson.”

Read ‘How Social Content is Different and What This Means‘ on Social Samosa.

* Image via Master isolated images on FreeDigitalPhotos.

Previous Social Samosa articles this month

• Woman, are you safe on Social Media?
• The Instagram Story
• Shit brands say about Social Media
• Interview with parody blogger, Fake Rakesh Jhunjhunwala

Shit brands say about Social Media

If you don’t recognize the reference to the ‘Shit XYZ say about ABC’, you’ve probably not been online this year. I loved the concept of this viral because it picked out those silly things that people say & think but don’t actually realize that they believe.

I’m using that reference to bring out some of the common misconceptions that brands (and the people who represent them) carry about social media. In my first article of the month for Social Samosa titled ‘Shit brands say about Social Media’, I address myths (and corresponding truths) about social media platforms, SM users, key influencers and social content.

Here’s the first:

Myth: Social Media is an advertising platform

Truth: Social Media is a collective of conversations.

An advertising medium allows single direction transmission of a message. The message does not get added to or edited along the way. It is created, directed and owned by the sender. The sender also controls the medium because they pay for it.

Social media does not allow unidirectional transmissions. Every user in the medium, is an active participant in the creation and transmission of the message. Hence a message can and will get changed, diluted, contorted and transformed as it passes on.

The smart way to be on this medium is to treat it like an open forum rather than an advertising platform. A brand cannot force a message across on social media by implanting it in content that users are consuming, the way it is done in print or television. The best bet is to get involved in conversations where the message is a natural fit.

Bottomline: Learn to converse, and not just talk.

Read the full article on Social Samosa.

My April articles on Social Samosa:

• Interview with parody blogger, Fake Rakesh Jhunjhunwala
• Vodafone’s Customer Care On Twitter
• How Social Media Helped ‘The Reluctant Detective’
• Is Pinterest Pricking The Copyright Balloon?

Vodafone’s Customer Care On Twitter

A funny thing happened to me after I got back from my Goa trip last week. Vodafone attempted to resolve a complaint that I had tweeted about while there, about poor data services. It was an interesting thing for a service provider to try but their actual delivery fell rather short of expectations, causing an opposite effect. I’ve chronicled this episode on Social Samosa and also detailed the process chain and where the gap lay. Here’s an excerpt:

Vodafone has a definite need to upgrade their complaint handling mechanisms to keep up with new services and evolving usage. Tacking on a Twitter account to their existing call center caused the goof-ups in my case. Vodafone’s call operators definitely need to understand the nuances of data services if they are to handle queries & complaints on them. It’s a serious faux pas if the face (or the voice) of a brand of The Blackberry Boys doesn’t know how the internet works.

Read the full article on Social Samosa: Vodafone’s Customer Care on Twitter.

* Image via David Castillo Dominici on FreeDigitalPhotos

Related articles

• How Social Media Helped ‘The Reluctant Detective’
• Is Pinterest Pricking The Copyright Balloon?
• Conversation With Gul Panag on Social Media

How Social Media Helped ‘The Reluctant Detective’

There’s plenty of talk about marketing various products and services through social media. I thought Kiran Manral did something interesting, generating interest for her debut novel, ‘The Reluctant Detective’. Besides the obvious tweeting about it, she also engaged with readers, other writers and organized a number of different events that a social media professional would recognize as astute blogger outreach programs.

I had a chance to chronicle Kiran’s case in my article for Social Samosa:

“Not content with just social media conversations, Kiran also decided to add an offline aspect to her online efforts too. So she focused on driving conversations and creating experiences to generate further conversations. She says, “I’ve realised that it is not enough to talk about your book via social media or book reviews, people actually enjoy seeing, meeting and interacting with an author and that’s what I’ve tried to do.”

Read the full article on Social Samosa here.

Related articles

• Is Pinterest Pricking The Copyright Balloon?
• Conversation With Gul Panag
• Public Shaming as a Social Media tactic

April 2012 ‘Unboggle The Blog’ – Workshop on Social Content

We started our series of web writing workshops with ‘Unboggle the Blog‘ in February. The workshop got such a good response that we conducted the workshop again in March. Both occasions have been greatly fun as well as informative, for us and for the participants.

Encouraged by this, we plan to make this a monthly feature. We start with an ‘Unboggle the Blog‘ workshop on Sunday, 8th April 2012. Here are some of the things that participants can look forward to:

• How to create engaging & sustainable conversations
• How to manage responses
• How to initiate and drive conversations
• How to build communities

We are Ramya Pandyan (Ideasmith), writer/blogger and Payal Shah Karwa (The Word Jockey), an independent communications consultant. Both of us have been keen users and observers of this space, since its inception. We each have a corporate background as well as writing experience across different media including social media. Come, explore this new medium with us!

The workshop details are as follows:

Unboggle The Blog: Workshop on Social Content

As with other media like magazines, newspapers, radio & television, the social media has its own unique personality. A tweet, a status update, a blogpost, an email, a comment or even a shared link have their own code and language. This workshop will look at blog creation & viralling, microblogging, managing conversations and community building.

Date: Sunday, 8^th April 2012
Time: 10.00a.m. – 5.00 p.m.
Location: Bandra West, Mumbai
Number of seats: 20
Fee: Single: Rs.2300 ; Group of three: Rs.6000.
Registration will be confirmed on full payment. Entry to the workshop will be on presentation of receipt.

To register, email us with ‘REGISTER FOR UNBOGGLE’ in the subject line at:

Ramya Pandyan: ideasmithy@gmail.com
Payal Shah Karwa: thewordjockey@gmail.com

You can also call us at 9870964781.

Connect

Find Write Click on Facebook.
We’re on Twitter as @ideasmithy and @thewordjockey.
Follow the hash tag on #unboggleblog.

Related articles

• ‘Unboggle The Blog’ – Workshop On Content Creation For Blogging
• All about Social Content [video]
• Workshop On ‘Social Content For Branding’ For Avignyata Inc.

Is Pinterest Pricking The Copyright Balloon?

I’ve been spending nearly an hour of my online time every day on Pinterest. In addition to Pinterest’s own features, this exercise of joining and building a usage profile on a new social network/service is interesting too.

For the unpinned, Pinterest is an image curation service. And unlike older image services like Flickr & Photobucket, Pinterest allows for easier integration with other social networks, sharing of content and connecting to other users.

What I’m finding really interesting is that Pinterest symbolizes an evolutionary step in social media user behaviour. We are moving from content creation to content curation. However, Pinterest has been born into a space and a time where these questions are dividing the space into several factions. What’s the world going to look like when content belongs not just to the creator, but to everybody?

Read my article on Pinterest grappling with the copyright paradigm on Social Samosa: ‘Is Pinterest Pricking The Copyright Balloon?‘

*Image via Carlos Porto on FreeDigitalPhotos.

Related articles

• Conversation With Gul Panag

Public Shaming As A Social Media Tactic

What do Siddharth Mallya and Arindam Chaudhuri have in common? If Ayesha Takia met Rashmi Bansal, what might they talk about? Let’s add Dhaval Valia to the melee. Any clues?

This month, I take a look at the grittier, seamier side of social conversations – public shaming as a social media tactic. Here’s an excerpt:

While on one hand, the powers-that-be worry about how to manage this public spewing of individual opinion, the system holds its structural integrity on one premise – the fear of public shaming. All the major parties in the above case used public shaming as tactics. The question was simply who the public at large, decided to side with.

Individuals are starting to feel the power of the media. Public shaming has proven mighty effective when it comes to breakdowns with brands and companies. Tweeting about poor service and other complaints, gets much faster response than call center chasing & other complaint registrations. A corporate entity that fails to respond or responds carelessly, can expect the issue to flare up into something much bigger and harder to control.

The article is titled ‘Public Shaming As A Social Media Tactic‘ and is posted at Social Samosa.

If you liked this article, you might also want to read:

• Social Networking-How Communities Were Built
• Kapil Sibal & The C-Word
• Social Networking-The Creation & Consumption Of Content

Image via Stuart Miles on FreeDigitalPhotos

Workshop On ‘Social Content For Branding’ For Avignyata Inc.

Last week, Payal & I concluded a two-day workshop for Avignyata Inc., a social media agency. The Avignyata team included client servicing executives, designers and content creators for different social channels. The objective of our workshop was to understand the anatomy of a brand, give it a distinct voice, devise a content strategy and create engaging content across relevant channels.

The conversations that came out of it, took me back to my days as a business analyst. I spent most of my last year as a corporate employee, with a young, vibrant group of people with excellent ideas. My role there, was to focus those thoughts, tie them into coherent structures, develop them into actionables and devise tangible metrics to assess them.

So much of good marketing is about fresh, innovative ideas, no matter which aspect of the function you look at. I find young people are possessed in abundance with these. What some of them find missing is the tools to organize them and take them to fruitful conclusions. This of course, is something that I have and continue to develop with experience and a natural maturing in thought. When it comes to social media, the early adopters of the channels are easily the youngest, brightest sparks. But the ability to convert the knowledge of these channels into business strategy doesn’t always follow automatically.It requires an understanding of basic business realities, domain understanding, content creation skills and a working knowledge of the social media.

Since our combined repository of experience and skills covers these, Payal & I are conducting a series of workshops, lectures and other training services. A big thank you to Moksh Juneja, for getting us to work with the Avignyata team over the last week!

Pictures of the Avignyata workshop are posted to our Facebook Page.

The BarCamp Mumbai 8 Round-Up

I spent yesterday at Barcamp Mumbai 8. This has been my first unconference in nearly 2 years. My last Barcamp was over 4years ago, overrun by techie discussions and only drew me because it had a teensy segment for bloggers. BlogCamp evolved as an offshoot of that.

Yesterday was a pleasant return. For one, the event that usually struggles on time, breezed through the multiple sessions, speakers and classrooms easily. There were 4 classrooms in the ultra-posh Mukesh Patel ….. The wiki was flowing with colourful post-its even at 10:15 a.m., which is when I got there. And most delightfully, the subjects spanned a diverse range of intellectual tools, hobbies & interests & scientific applications in fun real life ways. One had to be truly ruthless to pick sessions to attend since there were so many good ones, several happening simultaneously.

Off the top of my head, these are the ones I attended:

• Anatomy of a question – Sumant Srivathsan (How to design an interesting question in a quiz)
• Mindmaps – Rehab Chougle
• Kitne star diye? – Manisha Lakhe (on film reviewing)
• The censorship of AMEN, gay community rights – Harrish Iyer
• Comic book publishing for dummies – Aditya Bidikar
• Diagnosing Bipolar Disorder – Anubha Bhat

Interesting titbits from the day:

I entered Rehab’s session late, having misread the wiki schedule. It was interesting and fun, though occasionally highjacked by someone who claimed that genocide made him happy. Quick tip – if you’re demonstrating or talking without a powerpoint, avoid the big conference room. The larger crowd is harder to maintain & engage. Rehab did a great job though and showed off a mind technique that will help anyone from an artist to an executive stuck in a business dilemma.

Harrish is always entertaining and touching in equal parts. His first talk was about the film AMEN being denied a certificate by the censor board and he did a superb job of bringing out the inconsistencies in their policies. His second talk though, was the one that really had people talking. He was speaking of how gay people are treated in India, when partway through, he was interrupted by a very fervent member of the audience who insisted that,

“According to Hinduism, you can only have sex with your wife, inside a closed room. Only after marriage and only for procreation, not for fun.”

The uproar that followed had to be taken out into the corridor to make way for the next speaker. The episode illustrated one of the reasons that unconferences are a great way to seed ideas, bring out thoughts and get people talking, sometimes about controversial and difficult topics.

My session on ‘Social Content’ happened on the fly. It’s been years since I spoke completely extempore, as I did yesterday and it was a great experience. I was actually hoping to create interest for my upcoming series of blogging workshops, beginning with ‘Unboggle The Blog‘. But instead, I found myself naturally touching on several related but disjointed thoughts about this space. My 20 minute, stream-of-consciousness ramble imitated the way we consume and add to social content, on our Facebook Walls, our Twitter timelines and all out other channels of social media. I touched on the artificiality of traditional media, social media as an extension of normal, human behaviour, how trolls are mirror daily social miscreants experimenting in their own ways and that we’re all creators & consumers of social content. Here’s the talk:

I missed the #TWSS talk by Aditya Sengupta since the room was so packed that even the door couldn’t be opened. From what I hear, it was a tongue-in-geek demonstration of an algorithm used to generate and viral #TWSS (That’s what she said). But the geek in me found a corner in Anubha Bhat’s talk on diagnosing bipolar disorders using algorithms.

I’m not going to dwell on how great it was to catch up with old friends again, since that’s a given in any gathering. Yesterday was more than just friends catching up and people networking. It really was a meeting of minds, a true sharing of ideas. A big thank you to the Barcamp team for pulling off such a great day!

‘Unboggle The Blog’ – Workshop On Content Creation For Blogging

The online social space has earned the right to be known as an independent medium. As with other media like magazines, newspapers, radio & television, the social media has its own unique personality. The audience that consumes social media content, differs from typical ‘readers’ or ‘viewers’ of other media. How they consume the content is also markedly different, given that this medium touches their lives differently. Thus, the content that draws and engages them, must have its own specific requirements. A tweet, a status update, a blogpost, an email, a comment or even a shared link have their own code and language.

With this in mind, we bring you Write Click, a series of workshops on web writing. We began with a very successful workshop on new media at the Kala Ghoda Art Festival 2011. Now, Write Click presents ‘Unboggle The Blog’, a one-day workshop on blogging content.

‘Unboggle The Blog’ addresses the fundamental content requirements of this space. The workshop will look at blog creation & viralling, microblogging, managing conversations and community building.

The Write Click team comprises Ramya Pandyan (Ideasmith), a writer/blogger and Payal Shah Karwa (The Word Jockey), an independent communications consultant. Both of us have been keen users and observers of this space, since its inception. We each have a corporate background as well as writing experience across different media including social media. Come, explore this new medium with us!

The workshop details are as follows:

Unboggle The Blog: Content Creation For Professional Blogging

Date: Saturday, 25^th February 2011
Time: 10.00a.m. – 5.00 p.m.
Location: Bombay Hub, 4^th Floor, Candela Bldg, John Baptista Rd. near Mount Mary steps, ahead of Leelavati and Bungalow 9, Above Dilshad Salon, Bandra Reclamation.

Number of seats: 12
Fee: Rs.1500/-.
Registration will be confirmed on full payment in cash.

To register, email us with ‘REGISTER FOR UNBOGGLE’ in the subject line at:

Ramya Pandyan: ideasmithy@gmail.com
Payal Shah Karwa: thewordjockey@gmail.com

You can also call us at 9870964781.

Wifi access will be available. Participants are welcome to bring along their laptops.

Connect

Find Write Click on Facebook.
We’re on Twitter as @ideasmithy and @thewordjockey.
Follow the hash tag on #unboggleblog.