role of social media in business

1. Social Media& Business
----------------------------------------------------------------------------------------------------------
The pre L.P.G.(Liberalization,Privatization& Globalization) Periodshadwitnessedanactive presence
of three modesof mass media:(i) Print(ii) Electronic&(iii) Audioincorporate arena.
The role of mass media was restrictedand basedon one way mechanisms.But post L.P.G situation
has changed the scenarioand finallyan interactive platformof communication was availedin the
form of Social Media.An exchange of thoughtsin search of sustainable growth, innovative ideasfor
customer friendlyproductsand qualitative approach in favor of best service have become possible
and gradually adapted by both buyers and customers against theirinvestment,what was impossible a
fewdecade ago. Since then Social Media has taken a major role not only in merchandisingbut in
putting the new life inthe chain of demand& supply as well.Social Mediagave us the opportunities
to expresseverythingina language;symbol and sign earlierforbiddendidnot practice between
Manufacture and Consumer.
Today ifany organization doesn’tpreferto share social mediaplatform then people start to behave
skeptical about theirentity and identity,therefore topto bottom C.E.O. to floorlevel supervisorare
oftenbeenfound engagedinopen discussionthroughdifferent on-line forumin orderto study the
behaviorof people and make decision oftheir choice.
Let us see how on – line Social MediaMarketing has enabledto put forward a change – behavioral
change in target communitiesand organizationshave started to adapt them for sustainable
development.
Traditional Marketing Social Marketing
1. Customersare without option, Customershave more than fifty
get stuck in single stock/product. Option for single stock/product.
2. Sellers’ advocators Buyers are listener. Buyers market, buildslong
Relationshipthroughdeep
Insight.
3. One way communication, time consuming Interas well intra
Lacks transparency communication , 24 hour access
free of costs and transparent.
4. Customer’svoice chocked ,queriesand choice on- line systemmade them
also ignored. Clear loudand curiousthan before.

2. 5. Traditional some time irrelevantand
outdated brand Marketers
disinterestedtoalter and replace
them.
___________________________
6. Telephone callinglettersfaxmessage
evenrequestin persondenied.
____________________________
7. No optionfor new product & service
evenifthere; withoutinformation.
_____________________________
8. Analysisof brands and comparisonof
service seldomenlyincludedin
marketing agenda.
________________________________
9. Non participative , no access to locate
potential customers,no option to
execute the goal desiredbefore rivals
10. It providesright message to wrong
audience,resultsineffective
advertisement.
______________________________
11. Physical presence is must to transact the
deal,congestedthoroughfares, time
spentin addition to moneydiscourage
movementfor buying.
--------------------------------------------------------
Wants to listen,engage and performwithin
possible time.
__________________________________
Plat form like;face book twitter,you tube
and blogs have appearedas grievance
redressingforum.
________________________________
Customersare awared and try to learn
about utilitiesthroughsocial networking.
__________________________________
Social mediaencouragesin-depthresearch
opinionand quick delivery.
____________________________________
24x7 days participation,keepsahead of
rivals with definite location.
____________________________________
Targeted audience ischosen from on-line
visitorsand right/ shortlistedcustomersare
informedat their livingroom.
____________________________________
Social Mediaprovide deliveryat hands save
time and restrict extravagant.
------------------------------------------------------------
The most significantrole playedby on-line playersgroupthat all have beeneducatingour
manufacturer, distributors and users individuallyandsucceeded insatisfyingthem through
visual impression,an impact much deeperthan any otherdepiction.
How Social Mediahelpsto locate genuine customersfrom Indian Market?
Source: Participants inpercentile
--------------------------------------------------------------------------------------------------------------------
Male Female
(i) Social networking 37% 39%
(ii) You tube 35% 27%

3. (iii) On-line site 41% 39%
(iv) Reviewsite 27% 26%
(v) Wiki-peadia 25% 23%
(vi) Governmentsite 34% 35%
Year after each year, potential growth among the participant has beenregisteredby
analyst, which didencourage the marketers also for active participationin order to get
and sustain with reputation.
Methodology
_______________________________________________________________________________
Lunching Methodology:
Start up processincludesfor whom how and where , whichcan be redesignwith the helpof
social media.
Product / Service
Segmentation
Age
Gender
Choice
Habits
Affordability
Level of
ovalification
Location
On-Line
Off -Line
Common Group
( Some habbits /
hobby)
Family
college / School
(Pvt/public institute )
professional group
InstitutionalBuyer
Govt agency
Privatly owned
Term & condition
Purchasing Policy
Quality
quantity
prefarable items

4. Responsive
Reciprocate quickly
Share/adaptSuggestion
Redefinethe model of
product/service
Earn a reputation/Trust
Developlifetime
relationship.
Sellersapproach: It confirms realizationof Branding whenapproaches are made effectively.
Let us count and compare between ineffective andeffective approachesbefore launchingand
jumpinginto already mobbedmarket.
Effective approaches Ineffective approaches
Bring and establisha trust Impulse selling:Itmakes handle for
Instead, eye catching trademark potential customers.
Irresponsive
Make themresponsive
Provide free access,gather
& share use full
information
Create a desire through
visual Mechantdisation
Thena wantby digital
Demonstration
Finally demandtobuy
products.

5. Maximizationof people means maximizationof profit,means
Obtainment ofmore market share disappearance from market.
Provide user friendlyandsuperior Introduction ofunhealthy and spurious
Quality withoutcompromising cost of features. Range of product with low cost:
It brings genuine customersin the site. affects ecologyas disruptive agent,not
useful productto the society.
Intact in
Intact inquality/quantity, evenat the endof Decrease inquality or quality in the
product cycle route; bringspermanent customers. midstof product cycle, invite shiftingof
bulk customers.
Product without market research: Irregular In depth analysisof product life:It
gives
Service , non availabilityof spares are the result of us prompt service, availabilityof
Poor market research. Accessories.
Manufacturing: Regular up dating about Lock ofordination between productions
Product & service relatedinformation. unitand marketingdepartment
discourage
repeat purchasing.
Social Networking:
An important toolsof direct connection,an effective mediumtoreach in the hearts of
generationnext.Early day customers were not allowedto suggestor asked anythingin favor
or against evenif product is made of unethical values, rather had to utilize the things,what
deliverto themto realize the non co-operative attitudesofservice without further option.
We must complimentthe gift of opportunities, providedthroughL.P.G. policies,incorporated
during 1994-95.
Our buying behavior,choice of items were changed, began to drive on the wheelsofknowledge and
information, what presentedby skill full designerhad wrappedand parceled.A long awaited
consignmentof service became the U.S.P.at our door. The accomplishmentof operationwas
impossible withoutSocial Media.Social Mediadid play the role of hassle free path, much longer and
broader than any international expresswayand brought two communitiesthe buyers of seller
togetherin union.A universal forum,with newshape, a free stage for productive participation took
place and started to respond eveninthe kitchenof commoners,ordinary buyers restrictionon buying
vanishedfrom the market, all became eligible,while potential enoughforinstant or installment
payment. This isthe successfulnessofSocial Media, as on date it holds billionspeople intheiraccount
and nearly half of the transactional share amount of the market.

6. India didlearnt how to use four wheelsotherthan traditional brands; Ambassador or Bajaj in Auto
sector, Indiaalso learnt about the benefitsofLeather shoesdidn’tavailed by traditional Bata or about
how to get the varietiesinapparel section from the active presence of Social Media.
Take a glance at other featuresof Social Media whichbrought a change intothe mindsetof
startups entrepreneurand had manage to influence population,whopreferredto not to make
shoppingunlessmust, nearly40% share of population.More specifically,nowdays a bondage of
two youth group, one who likescomfort and other who believesin translating,innovationin to
profits,has brought intothe market and theybecame interdependentoneverytransaction.
Positive side ofSocial Mediastory indeed,that“Customersare no longerremain a mare purchaser
as any other memberofmonopolisticculture,neithergoing to be felicitatedonthe choice price,time
and place fixedby seller’’.Marketershave started to add innovative inputs intheir chain of operation
through a newtool---(popularas,“site” amongstnextgeneration,ready to act as 40% buyers from
four corners of the land)---whentheyfoundfollowingimplicationsof ---
NetMarketing;
1) Customersare not onlyconnectedbut well equippedthan actual offer.Example:Mobile,Net
and P.C. user.
2) Customerlove on shoppingfun,like:rebate,discount, bonanza, coupons,gifts ,quiz,lotteryor
free testingand demonstration.Example: jewelry,eatery,clothingand F.M.C.G.stores.
3) Customercould be utilizedasbrand representative withoutrepaymentand fewtimesit
makes loudervoice than celeb.Example:detergentsmanufacturer,insurance,realtors and
Auto Company.
4) Customersare changing agent: interactive session,analytical opinionsand campaigning what
beingpatronizedin the market. Example:F.M.C.G.,HousingLoan or Health products, it brings
freshoxygenin their operation.
5) Customerbrings seriesoffresh customerat the stroke ofsingle click.
6) Customersare the best judge,deficiencyinany form couldbe detectedand erasedinstantlyif
not before than competitors through digital eye.
The importance of Social Mediacould not be ignoredin other perspectivesas well,while
consumeditemsreviewedand postedon relevantsite with use full feedback.
We are livingin ever-changingsituation;one applicationis ready, before implementationof
latest one.Therefore,role and participation are not confinedwithinproduct and service
relatedfeedbackonly,but Social Media doeshave greaterresponsibilitytomake aware the
surroundings,what takeschange, how it is taking a newshape so that our marketerscould
produce and representthemin genuine formatwith pure quality,far from piracy or
contaminations.Task of the hour is; to make our designer,marketers,supervisorsand skilled
force more participative and active underthe platforms twenty four hours available in the
differentwebsite across the four corner of world. So that they could also learn,listen,share
theirvalues one to one mode and earn the benefitof“Make inIndia” , otherwise masses
wouldbe deprivedfrom the taste of Digital India.

7. Social mediairrespective ofpolitical boundary can act share and suggestmany more avenues
of wealthcreation through comfortable consumption,without further destruction,as it
becomesa factor of sustainable existence.
In experience,thisisthe easiestand fastest mode of marketing, keepseverythingtransparent
than never before and it makesthe role of buyer and sellermore responsive,atriculative,
more overit helpsinsmart choice at right time for right person a positive buyingwithout
hesitation, comparing the pattern of earlydecades.
--------------------------------------------------------------------------------------------------------------------------------
JaideepChatterjee,Teacher& Thinker of ManagementStudies,deep.jai@rediffmail.com