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Firms should not get Twitter-happy: Advise

There is no reliable way to measure the actual impact of viral posts.

Hyderabad: Messages and posts that go viral on social media have the ability to make or break a brand. While many brands use social media to promote their products, a single campaign, such as the anti-Maggi campaign, has the ability to put a brand on trial. There is no reliable way to measure the actual impact of viral posts.

Ms Teresa Nelson Carpenter of Reel Muzik Weks LLC, which has produced music for movies such as Guardians of the Galaxy and The Conjuring 2, spoke at the Global Entrepreneurship Summit about how traditional and social media could be used to build a brand.

“For an individual, you are a brand. But as a company, you have to be true to yourself, and what you put up online has to be verifiable. Viral messages are fine, but you to remember that they have a definite lifespan,” she said. “Consistency and patience are needed in order to build a brand; never be Twitter-happy,” she said. Experts agree that brands are not built overnight, and social media alone cannot produce the desired results.

Piyush Pandey of Ogilvy Mather which ran the “Ab ki baar, Modi sarkar” campaign, said, “Products are made in factories, but brands are made in the heart. Social media provides quick solutions, but it cannot help you build a brand overnight. “It is important to know the mood of the audience as well as the mood of the team working on a campaign, Mr Pandey told this newspaper.

( Source : Deccan Chronicle. )
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