Conversations at the Intersection of PR, Traditional & New Media

Like Me…

Today every brand worth its salt is talking about its social media presence, marketers are shelling out lakhs from their traditional marketing budgets to create and sustain their presence on the new media. Most CEOs, who do not even understand social media are heard asking their CMOs “What is our social media strategy? What are we doing to engage the users?” While broadly speaking this is a must have but narrowing down a little, most executives are found counting the number of fans on Facebook, which according to them is the real factor rating their success on social media or simply Facebook to be clear. Social media marketing agencies have understood this and are coming out with various quizzes and contests to lure users to visit their page and participate in the contests/quizzes. The caveat is that the user has to like the page before he can participate and grab some goodies for himself.

But is this a real brand engagement? This may seem the best way to increase the number of likes for your page, but do these people who have visited your page simply for goodies, do come back again to check on the updates? Moreover those who have liked your page are the most apt target audience, the brand is trying to engage? These and many other questions remains unanswered in this race of increasing likes, while the agencies thrives and prosper by creating attractive contests and quizzes.

May be increasing the number of likes may be one of the strategy to reach out to the mass audience, but is it right in totality is a big question mark. I believe a social media campaign that lives on social cause or themes works better in the long run than simply running few odd apps and contests. The recent Tata Jaago Re campaign and Aircel Save Tiger campaign did motivate users to do lot more than simply like.

What’s your take on this do share and lets try and understand what’s working and what isn’t. Also share some interesting case studies of effective brand engagement on social media if you are aware of any.


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1 Response »

  1. Hi Vikram,

    I agree when u asked the question whether this is real brand engagement. I am not an expert though, but what i feel is that sometimes just by counting likes on FB fan pages does not give you the exact or even the approximate brand fans. I have liked some pages on FB just because one of my acquaintances told me do so and I am sure there are many instances like this. We cannot consider the likes on the pages or even the no. of the times the game was played on a particular website as a way to measure brand engagement.

    But I also do not underestimate the power of social media that a product could yield. Like blogs is one of the powerful tools of social media that a company could rely on. It is more reliable, authentic and believable or may be starting a forum or discussion on a website could provide valuable information on real fans, followers and interested people.

    As a very young PR person, this is what I have observed and think.


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Disclaimer: The thoughts expressed by me in this blog are my personal views and do not represent the views of my employer or the organizations I have been associated with. I believe in the principle of sharing information. Feel free to link to any of the posts in this blog.
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