India Leads the Way With New Social Media (Excerpt from discussions initiated by Pervara Kapadia, Independent Social Media Marketing Consultant in the ‘Children & Youth Marketing’ group on Linkedin.com)
Deep Banerjee wrote:
Yes. However, social media etiquette is pathetically lacking in most of our Bollywood celebrities. A Priyanka Chopra is there on Twitter more to promote herself than anything else. With a only movie or event round the corner she Tweets like mad promoting herself as the girl next door.
The very next moment she shuts herself off. It would be prudent on my part to comment that she has all the traits of most people from the 'bimarU' states.
Pervara Kapadia wrote:
Hi Deep, Yes I would agree with you on this. When it comes to most of the celebrities it ends up being 'Fans and Followers'. Literally. most of the time there is no response etc. The reason i can say this is whenever you ask people who are out of our field they seem to have a view that Social Media is something that you 'follow' your celebrities. Most of them answer this way.
And naturally in India still Social Media is seen as a 'broadcasting - a one way communication system'. There are brands [FMCG et al] trying to get into a dialogue mode but still the whole scenario is 'broadcasting mode'. Now with little or no knowledge what can we expect others to do.
India is still to reach the basic understanding of 'engagement' - which involves 'listening' and not just doing a monologue and rantings of the mind. While I say this there is no doubt a couple of brands trying - one needs skill sets - just opening a profile page and starting to type does not make sense. A celebrity perhaps gets away because of other reasons due to appeal to other senses. But a soap brand could not get away with this and hence has to concentrate and try harder.
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