We are living in a සජාප world. Everyone is included in සජාප world in spite of differences in religious affiliation, education level, race and ethnicity, gender, age, region, economic status and marital status. We never had a generation of this nature in any time throughout human history.
You observe සජාපය ෝ (Sajapayo)in action where ever you go.
If you wait for a bus at the bus stand, travel in a bus, go to any office, await to consult a doctor,
wait in the line at a bank, go on a holiday, go to worship to a temple, church or Kovil, observe
within your living room, bedrooms of your children and even your own bedroom, you will see
සජාපය ෝ active.
We are living in a සජාප world. Everyone is included in සජාප world in spite of
differences in religious affiliation, education level, race and ethnicity, gender, age, region,
economic status and marital status. We never had a generation of this nature in any time
throughout human history.
සජාප means “සමාජ ජාල පරම්පරාව”ය- Samaja Jaala Paramparava. (you may call it in
English as “Social Networking Generation”) They are connected either to Facebook, Instagram,
Pinterest ,YouTube or any other online network mainly through their smart phones. Whether you
are in demographic categories of Baby Boomers, Generation X, Millennials or in Generation Z,
the World Wide Web is increasingly becoming your operating system for life, an indispensable
and unremarkable means by which you learn, play, share, flirt and connect.
It is important for business managers to understand this group as one unique segment since the
platform that they operate and their behaviour affects many facets of a business. The unique
characteristics of සජාප world is not an easy task to be described but in line with the argument of
contemporary management thinkers, some characteristics that are relevant to business can be
listed as follows:
1. All ideas compete on an equal footing
In the සජාප world, every idea has the chance to gain a following or not. By disassociating
“share of voice” and “share of power” the web platforms undermine the ability of the elites to
control the conversation or the agenda. As an organisation, you need to understand that
customers have a free forum for discussion that cannot be controlled by you.
2. Contribution counts for more that credentials
In the සජාප world, what counts is not your resume, but what you can contribute. When you
post a video to YouTube, no one is going to ask you whether you have a Diploma in
Videography. As a company, what matters to solely to the සජාප world is whether your product
proposition provides an answer to a consumer’s problem and not factors like the historical stories
of your success, volume of business you do, number employees you have and the depth of your
product portfolios or the origin of the products.
3. Hierarchies are built bottom-up
In the සජාප world, there are individuals that command more respect, attention and they are
more influential than others. However, to be so, they have not been appointed by higher
authority. සජාපය ෝ achieve this status from their peer’s appreciations. What සජාපය ෝ
post about your products and services matters a lot to the සජාප citizens.
4. Leaders serve rather than preside
In the සජාප world, every leader is a servant leader: no one has power over anyone. Credible
arguments, demonstrated expertise and selfless behavior are the only elements that help in
getting things done. A customer-oriented company needs to follow these ideals in winning the
hearts of its customers. In brand building, the company needs to add value to all stakeholders
including the environment.
5. Power comes from sharing not hoarding
In the සජාප world, to gain influence and status, you have to give away your experience and
content. An organisation may gain more reputation by divulging and sharing some of its
proprietary technology which will add value to its stakeholders across the board.
6. Importance of the role of salesman is fading away as marketing operations takes precedence.
In the සජාප world, individuals do their home work by visiting different websites of multiple
suppliers of the same product and comparing and contrasting the product features, benefits,
prices and all other terms. Further, they go through the reviews made by users. Therefore, they
take the major part of their buying decisions before they even meet the salesperson at the store.
Therefore, how you manage your website, how you react to comments and complaints, and how
quickly you respond to web based inquires that are in the domain of marketing operations
matters a lot than in the past.
7. In the සජාප world, rumors spread rapidly and සජාපය ෝ love sharing rumors. It could kill
an organisation if the rumor is negative about a brand or an organisation. The organisation has to
take swift action to refute the rumor, provide credible information, deny it and attack the source.
8. In the සජාප world, they like photos, short videos and short messages as opposed to long articles and
Companies promoting their products and services should understand this behavior and make their
marketing communications accordingly.
If your organisation hopes to attract members of සජාප world, you will need to understand
the internet-derived expectations of සජාපය ෝ and reinvent your approaches to the