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For those who came in late—it took radio 38 years to reach 50 million people. TV took 13 years to reach the same number. Internet did it in four years. I-pod bettered it by a year. Facebook broke all the records reaching a 50 million-people audience in two years. That's impressive, right?Closer home, there is absolutely no dearth of statistics on social media. There are studies indicating that close to 40 million Indians are online. The medium is no longer niche-in fact it is growing at phenomenal rate.A large part of that audience is the Indian youth who increasingly spends more and more time on digital media. And this is impacting and changing them—let's see how.Passive to active form of engagement: As people engage more and more on social platforms it underlines a shift from passive to active forms of engagement. There is a need for brands to involve them if they want to retain them. With falling fortunes, and an eroding market share, Starbucks was beginning to lose its iconic status. Starbucks resorted to a new advertising campaign, fuelled by social media. According to Chris Bruzzo of Starbuck, social media presence gave Starbucks an advantage over comp'etitors.... "It's the difference between launching with many millions of dollars versus millions of fans." As Chris Hughes says, "Earlier you used to just sit back and consume. Now you can be a part of the conversation."New identity: Social networking sites are spaces for identity construction. Here, young people are continuously constructing, re constructing and displaying their self-image and also, the network sites make them co-constructors of each other's identities.Catching up online: In today's busy lifestyle where people work 24x7, no one has the time to go and meet their relatives and friends or call them up. In such a busy environment, social networking sites connect individuals. They interact and build relationships with each other. It is the new way we interact, share and experience. In fact, social media is reinventing how we connect and interact with each other. Do telecom companies need to tap into this new phenomenon?New lingo: An emerging culture of Hinglish, Benglish—desi social networking sites have revealed a completely new Indian culture that has not just modified its languages, but has also got a new voice. Is that evidence of a new India emerging? Who needs to champion it?Freedom of expression: The most appealing thing among these sites is that they provide a platform for the individuals to express their views, gives them the freedom of choice and expression...there is everything for everyone to share and speak about.Impact on purchase behaviour: The most critical aspect of the impact of social media is seen in our purchase behaviour. It is clearly evident that comments left on the blog, review sites and discussion forums impact the manner of purchase. So when it comes to advertising on social networks, Chris Hughes believes "The future of advertising on Facebook will be more about social engagement ads..."The internet is an important cultural phenomena, it is a real world and has a meaning for the young people who use it.The author is president and chief operating officer, Lintas Media Group
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