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Social Media Strategy and Indian Politics February 28, 2016

Posted by simarp in : India, Social Media , add a comment

Indian Politics is high on Social Media, BJP is definitely front runner and AAP is a close second. All other parties including Congress have yet to figure out on how to leverage SM for their benefit. The biggest challenge in SM for political parties is to maintain the  three Cs – Current, Credible and Consistent. Almost always they are not able to balance the three Cs, their knee-jerk reactions make Cs move like pendulum, which doesn’t work at all. They can’t get 10 on all three Cs, but a 5-6 on all three would be good enough to create a baseline.

BJP is very strong in being current and consistent in their social media push, they are masters of this craft. However, their strategy is bereft of any credibility. There are several “Egg Accounts” and “Negative Accounts” which are deployed  and the biggest challenge is that BJP’s task force on SM gets abusive at slightest disagreement. Another big challenge is that the special purpose account holders are not trained to do profiling of SM accounts they are targeting, as a result of it burn rate and block rate is very high.  Doing away with Egg Accounts & Negative Accounts would immediately start paying them rich dividends.  On Facebook, BJP must take a very strong positive approach, probably should talk just about achievements and on Instagram share only a few pictures of Modi Ji, but focus on sharing photographs about changes happening at different places and highlighting the same.

AAP’s strategy is more about trigger and trust. Their official or personal accounts are used to trigger a debate and then they trust their supporters to take it forward. So far this strategy has been working well for them. They have what BJP campaign lacks – Credibility. AAP’s game plan lacks in both being current and consistent. They have no framework in place to get BJP’s fake and negative accounts undermined, they just start confronting them. They must make significant noise around them, which they don’t. Not being current and consistent diminishes  the yield which can accrue to them due to credibility they earn. AAP should seriously not try to copy BJP by wasting energy on making #tags against Modi and BJP trend. That erodes their credibility. They should just talk about what they are doing and what they wish to do but can’t do. That would be sufficient to make them happen.

As for Congress, they need to learn what is Social media before they start doing anything worthwhile. Their strategy is so flawed that they piggyback AAP when AAP is doing BJP bashing and piggyback BJP when Congress is being bashed by AAP. They should keep themselves at equidistant from both, which they just can’t. A result of this is, they are losing their individuality and cultural connect with internet users.

More to come…

 

 

Defeating Twitter, The Trend of Forced Trending January 4, 2016

Posted by simarp in : Social Media , add a comment

It looks like some businesses thrive on selling “trending” on Twitter. They will make any topic trend, political, social, unsocial, sports and even your marriage for that matter.

These are Trending factories. Typically a trending factory has anywhere between 5 to 10 people and each has a minimum of 10 fake accounts or trending accounts. There services begin from as low as Rs 10,000/- for 3-4 hours of trending in a city like Delhi and goes up to Rs. 100,000 for a full day. The trick in trending is to make it attractive enough for “real twitter accounts” to start tweeting with the trending #tag. Currently in India lot of marketing, specially of movies rely on trending, Dilwale to cover up for the setback of tolerance-intolerance debate ensured that it trended all over India for almost 20 days before the release of the movie.

There are some of course which are natural and/ or spontaneous trends. #earthquake this morning was a spontaneous and a purely natural trend in response to earthquake in North East of India. Pathankot without #tag started trending on its own, later on #PathankotAttack and others were created by media channels to control the unfortunate happening on social-media.

Usually trends which show up without #tag are genuine and those which have a specific custom #tag are forced trending. Does trending pay to the business account or the interested party? Yes, it pays, it changes and dilutes mood swings of people but then as we have seen trending can be quite misleading too. We saw in Delhi Elections that all through election campaign various terms favorable to BJP were trending but the results were dramatically opposite. Lot of people have reasons to see trending on Twitter as muscle flexing, at this stage it becomes negative to the cause. And it looks like this is what happened during Delhi Elections.

Identifying fake accounts and made for trending accounts is fairly simple. Just hover your mouse over their account details. If their “following” number is more than “followers” number it is a negative account hence very high possibility that it is a “made for trending account”. If you look at the tweets you would find that these tweets sing the same song almost all day long, if that is happening don’t waste your time move on. It is good to block fake accounts too.  The best way to ensure that you don’t become a victim of fake trending is that follow only trusted accounts, if unknown fake accounts start re-tweeting you or replying back to your tweets and try to be abusive or push their agenda, just block them.  These accounts thrive in their anonymity and hence carry a license to abuse, cutting them short is the only way of enjoying your twitter experience.

Let them game Twitter, that is for Twitter to look out for, for you it is important that you don’t allow them to game your thoughts in garb of public opinion.

All Over A Sandwich June 6, 2010

Posted by simarprit in : Social Media , 2comments

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Last Friday, on our 6th Social Media Breakfast meet-up a strange thing happened, the keynote speaker couldn’t make it. #SMBTS as we call it has gained so much traction that the meet-up was a bigger success than the previous five.

Here in picture we have Roomy Naqvy (@roomynaqvy), Roomy is learned, a great listener and an avid critic. In his first participation in #SMBTS he added immense value to all participants and beyond the meet-up he shared takeaways very candidly. His comments on “pace of change” fundamentally altering  due to social media was an interesting takeaway.

Now we have over 25 members in the #SMBTS and the interaction level is rising, I can see few of us preparing and structuring our thoughts. For any meet-up to become a permanent value creator it is important that new members join and existing members keep on raising the bar when it comes to substance.

We would like to make keynotes and social media strategy reviews a regular part of the meet-up. Things are looking up and we look forward to suggestions.