Daily Archives: February 21, 2012

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.

Image via Stuart Miles on FreeDigitalPhotos

I Wear: Taking A Leaf

They say a woman learns to dress from her mother. Actually, mum’s style is very different from mine. She’s a good dresser but unlike me, she tends towards minimalism & sobriety in colour and accessories. Remember this Ideart project on leaves? Mum and I went on a weekend shopping spree this Saturday and here’s what she wore:

Some things to note:

  • The lady is over 40, appearances notwithstanding.
  • She wears minimal jewellery and no make-up.
  • Damn, she looks good!

Mum wears:

  • Orange kurta: FabIndia (painted by me)
  • Light blue jeans: Lifestyle
  • White sneakers: Reebok
  • Denim slingbag: Lifestyle

* Cross posted to Divadom.

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.

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