White paper on social media by suraj gopan


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This White Paper on Social Media is an attempt from my side to put my research and data regarding Social Media on paper.
The document has been presented in a form of Question and Answer pattern. It tries to define the phenomenon called Social Media and throws a light upon its impact on the daily lives of the people, its power its bridging communication gap between countries, its strata in India.

The document also reveals the way Social Media has impacted Consumer behaviour, Indian Politics, Society and Street Journalism.

Published in: Social Media, Technology, Business
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White paper on social media by suraj gopan

  1. 1. PERSONAL INFORMATION Name: Suraj Gopan Email Address: surajgopakumar.89@gmail.com Contact: +91 8104417456 +91 8854062988 Occupation: Marketing & Branding Designation: Asst. Manager Organization: Pyrotech Workspace Solutions Pvt. Ltd.
  2. 2. WHITE PAPER PRESENTED BY SURAJ GOPAN surajgopakumar.89@gmail.com +91 810 441 7456
  3. 3. TITLE SOCIAL MEDIA & ITS RELEVANCE, GROWTH & IMAPCT ON SOUTH ASIAN COUNTRIES AIM OF SUBMITTING WHITE PAPER This White Paper is an attempt from my side to bring my ideas and perspectives of Social M e d i a o n p a p e r s , t o t ra n s l a t e my understanding of Social Media in to words. To address the concer ns the business community has, regarding the scope and prospect of Social Media in INDIA.
  4. 4. EXECUTIVE SUMMARY From the time I got introduced to Social Media, I have always got fascinated about its idea, its span and the level to which it can expand. So, when I saw this opportunity to pen down my thoughts on the subject, I wanted to be a part of it. The aim of submitting this White Paper is to throw some light on the various Social Media platforms that are catching up with our nation’s growth and how they have been able to impact the lives of Indians from the grass root level to the top level. I have went on to put together some amount of data about the penetration of Social Media in India and how it has impacted our nation. I have mentioned about the frequency of my Social Media usage and the platforms and networks which help me accomplish my goals. Social Media can prove to be a tremendous tool to bridge the communication boundaries between countries. I have used three illustrations to elaborate how Social Media as a tool has helped Nations, communities spread their voice across the globe. This document shows examples of how the people in Israel and Iran used the Social Media platform to communicate with each other, when both their governments were against each other and an eminent war situation was at hand. Then we go on to see some of the positive and negative impacts of Social Media and then to define the various Social Media platforms, their use and shortcomings. I sincerely hope this document adds value to the purpose it wants to serve. Regards Suraj
  5. 5. What according to you is Social Media and how it has impacted your life or your organization? DEFINING OF SOCIAL MEDIA For defining Social Media, I have to walk through two different facets of the virtual communication platform, as a Consumer and as a Marketer. As a Consumer, Social Media is a podium to share, gain and exchange ideas. It empowers us in our decision making, to make the right choice from the cluster of contents screaming out to reach us. The last decade or so has seen Social Media become a religion, which enables creation of virtual relationships across continents. As a marketer, Social Media is a platform which enables access to gain multiple insights to consumer generated media. Social Media is the gateway to reach the respective consumer segments with minimalistic resources being employed(both monetary & non-monetary). Social Media is a responsive, proactive & engaging medium to build trust and create brand loyalty in a rapidly changing consumer segment. A “Collective Content Sharing Platform” is a way to define Social Media, which allows its millions of users to post, share and be the curator of their own content. Social Media is a convergence of Broadcasting, Audio, video, Text and Internet Telephony, all these communication mediums put together on one platform, makes Social Media stand out. Social Media acts as a ‘Knowledge Sharing’ portal which empowers its users to become advocates of information and ideas being virally shared on its different properties, be it Blogs, Micro blogs, Social sharing sites, Networking sites, Product Review pages etc.
  6. 6. IMPACTS OF SOCIAL MEDIA They say human being is a Social Animal, thus our communication with each other plays a major role in our life. Social Media has tremendously impacted not only our personal communication, also our professional communication as well. I believe the 3 major factors of Social Media which has caused such an impact in our life, or made the Social Media phenomenon, so readily acceptable, are: No Time Barrier No Monetary Barrier No Resource Barrier The world lives 24*7 on Social Media. A person does not have to wait for a specific time to check into his/her social account. Social Media has erased the vulnerability of time limits, which were one of the drawbacks of various social communities/groups prevalent before, making it readily acceptable among folks. Social Media is free of cost. One does not have to pay to use or be a part of the Social Media. It enables its users to reach out to their connections far across continents, free of any cost, making it a favorite form of communication among the users. Social Media can be reached and used with minimal resources. A person can use a Social Media website with his mobile/laptop/computer. Earlier is was just computer, then came laptop, then mobile and now tablets. In India, one can buy a tablet at Rs.3000, which means the basic means to gain access to a social media site is very minimal.
  7. 7. HOW SOCIAL MEDIA HAS IMPACTED ME CONNECTIVITY Social Media helps me find friends with whom I had lost connection years back. I can easily drop a message on his/her social profile, without searching around for their mobile number. DEVELOP SKILL SETS Social Media enables me to develop my skills and learn the various skills and practices being followed in different industry segments. Eg: When I started my job in my first and current company, I was just a management post graduate, with very little knowledge in various aspects of design and lacked the necessary skills in various software used in Catalogue & Brochures. I had discussions with professionals in the design industry through Social Media, who gave me great insights regarding my queries. Social Media sites like Youtube and Vimeo had free tutorials which helped me get acclimatized with this field. COLLECTIVE CONTENT SHARING The Collective Content Sharing platform provided by Social Media helps me post my blog and other articles & get instant reviews from users across the globe. I can easily ask a person sitting on some other part of the globe to review my posted contents and give me a feeback. IMPROVES EFFICIENCY Social Media keeps me updated on the various news and events happening across the globe. Eg: Sometimes it happens so that, I am unable to get my morning newspaper, the Social pages of various news papers gives me regular updates. The Linked In Influencers program is another fantastic example of how Social Media helps its users to keep themselves on the track of industry trends.
  8. 8. HOW SOCIAL MEDIA HAS IMPACTED ME SOCIAL PROFILE Social Media enables me and a million other users to create our own social profiles. A profile which will give a first hand information to anybody wanting to know more about us. Eg: Few months back, I had to hire a graphic designer for our company. We got an idea about his professional qualification for his resume, but wanted to know something more about the candidate. So went went through his social profile on Facebook and Linked In. This helped us in making a more accurate decision. VIRALITY As a marketer, if my advert or campaign is to go viral, the best and the most cost effective resource available to me is Social Media. Social Media with its millions of members, empowers me to reach out to my target group, with just a click of a mouse. SOCIAL MEDIA AND E-COMMERCE The various e-commerce portals have simplified my life and altered my purchase decisions. The integration of e-commerce with Social Media, has created a lot of new benefits to me. As a consumer, I can go to the vendor’s social page, to find out about new product launches. If I have to lodge a compliant, or ask a query, I can put up a message on the vendor’s social page, which guarantees a quick response.
  9. 9. What are strata of Social Media in your country? How Social Media has impacted your country? STRATA OF SOCIAL MEDIA Multiple Industries, Celebrities, Communities, Politicians, Corporate Houses, are all present on various Social Media sites. Creation of one’s virtual profile has become the call of the day. eMarketer estimates that more than 76 million people in India will use social networking sites at least monthly this year, up 51.7% from last year’s total. Double digit growth users will mean that by 2014, 83% of internet users in the country will regularly access social networks. That’s significantly higher penetration of internet users using social sites than is expected in the US the same year, where eMarketer projects the share will be just 68%. Social Media users and penetration in India, 2010-2014: 2010: 33.1 million 2011: 50.2 million 2012: 76.1 million 2013: 105.0 million 2014: 129.3 million Social Media has now become a part of everyday life of a majority of Indians. According to research conducted by The Nielson Company in collaboration with AbsolutData, nearly 30 million Indians who are online are members of Social Media and two-thirds of them spend time on social networking sites daily.
  10. 10. Among the top platforms, visitors were most engaged on Facebook, spending an average of nearly 4 hours on it. Visitors spent nearly 2.5 hours on Google sites, with Youtube accounting for a strong share on time spent on Social Media. The total Indian Social networking audience grew 43% in the past year, more than triple the rate of growth of total internet audience in India. DATA REGARDING VARIOUS SOCIAL MEDIA SITE USERS FACEBOOK: 82 million+ TWITTER : 13 million+ LINKED IN : 20 million+ GOOGLE+: 12.3 million+ Facebook is the dominant Social Networking site with a reach that is nearly 7 times than its higher competitor Google+. Social networking is one of the top activities for smart phone users in India, fueled by the simultaneous growth of Social Media and smart phone adoption in the country, according to Nielson. Social networking apps offer seamless integration with other phone functions enabling instant photo sharing, updates, website links and more. Nielson Informate analysis of Social Media usage trends for Android smart phone users in India uncovered the following insights: - Social Networking properties(apps/sites) are the most accessed, second only to search - Facebook leads the list, Google+ comes in second - The Facebook app is very sticky with an average user logging in 17 days a month
  11. 11. 93% of Android smart phone users in India, used Social Media on their smart phones in April 2012, from 86% in October 2011. The level reached 86% via Apps, and 66% via websites. Nielsonwire, May 2012, research data states that, the most preferred way to access a Social Media site is through the application. Integration with other Social Media sites, and with phone features (eg. camera, browser) make the app a convenient one stop solution. The Indian population spends more time on Social Media than they do using personal email. The study by The Nielson Company found that an equal number spend up to an hour on Social Media and Email. However while just 8% spend between an hour and three hours on personal email, 20% spend the same time on Social Media sites. ACTIVITIES PERFORMED ON SOCIAL MEDIA IN INDIA - Checking Updates: 86% - Send Messages/Mail: 82% - Share/View Photographs: 81% - Get In Touch With Old Friends/Colleagues: 79% - Watch Videos/Movies or Listen To Music: 73% - Keep In Touch With Family Members: 73% - Use Site’s Applications: 63% - Participate In Discussions On Issues/Products/Services: 58% - Find Out More About Prospective Spouse/Girlfriend/Boyfriend: 52% - Play Games: 51% - Keep Track Of Ex-Partner: 46% - Research Future Employer/Employee: 43%
  12. 12. HOW SOCIAL MEDIA HAS IMPACTED MY COUNTRY The knowledge and access of Social Media is on a steady increase in India. Infrastructure problems thrive in my country, yet India is seeing a steady adoption of Social Media. Today, India is the world’s second fastest growing online population with 31% year-over-year growth, 6x the rate of global internet population growth, states the ComScore 2013 report. The leader in measuring the digital world has released its “2013 India Digital Future In Focus” report which states that India with 73.9 million web users accessing the Internet, is the world’s third largest Internet population, overtaking Japan but behind China and the US. However, the report excludes mobile users and considers only users above the age group of 15+ accessing from a home or work PC. Com Score India Digital Future In Focus Report 2013
  13. 13. HOW SOCIAL MEDIA HAS IMPACTED MY COUNTRY Social Media has impacted Individuals, Business Houses, Politicians, Celebrities, Social Communities in a way no other social platform had in recent times. The Collective Sharing Interface offered by Social Media helps anyone to become the curator of viral contents.Users are allowed to become the creator/advocate of contents through blogs, social sharing, micro blogs, websites, micro websites, and various networking sites. Social Media is playing a crucial role in altering individual perceptions, changing user behaviour and mental attitudes of a huge Indian population. Starting from Political parties, Celebrities, Fan Page to Business Brand profiles can be found on various Social Media properties. Below given are the snap shots of some of the famous Indian Social Pages... ALL INDIA CONGRESS 75,346 likes NARENDRA MODI 3,469,332 likes
  14. 14. HOW SOCIAL MEDIA HAS IMPACTED MY COUNTRY AR.REHMAN 13,905,495 likes VODAFONE ZOOZOOS 15,136,586 likes INDIAN AIR FORCE 1,039,067 likes
  15. 15. HOW SOCIAL MEDIA HAS IMPACTED MY COUNTRY Social Media encourages its users to be more participative and interactive. India in the past two years has seen micro blogging sites likeTwitter share news faster than traditional media channels, as more and more people are using it not only for their personal events but most importantly as an information sharing medium and a collective knowledge sharing channel with other people across the world. SOCIAL MEDIA & INDIAN MARKETING Marketers in India are expecting to increase the use of Social Media and email to reach their customers, according to Octane Research, “Gearing Up For Growth: India e-Marketing Outlook” report. Almost 69% of marketers in India, said they planned to adopt Social Media marketing in the coming year, and 53.1% plan to invest in email marketing. 46% of marketers also plan to pay more attention to developing company websites. Some of the most successful recent campaigns are listed below: Microsoft India had launched an extensive Social Media campaign for promoting “Office 365”. From ‘#sorryboss’ on Twitter to ‘Completely Boss’ on Facebook, Office365 had it all covered.
  16. 16. HOW SOCIAL MEDIA HAS IMPACTED MY COUNTRY Fashionable eye wear brand Vogue Eyewear from Italy based Luxottica Group had recently signed up Deepika Padukone as its Indian Brand Ambassador. A microsite was created which housed the world’s largest fan generated mosaic where fans were asked to guess the celebrity endorser. In a bid to launch a new range of innovative products towards a brighter living, Godrej embarked on a story telling approach this March. During IPL 6, actor Amir Khan dressed up as a woman , in the Godrej commercials and gradually unfolded its new products one by one. Simultaneously a Social Media sync was created to ensure a stronger recall. SOCIAL MEDIA & INDIAN CONSUMERISM Nearly 40 million Indians are using Social Media/Online reviews to inform purchase decisions- 67% of Indians who are on the web use online reviews to help them make purchase decisions. As personal opinions gain currency on the social web, online users are seeking various outlets to express themselves, be it blogs or Social Media. In India, eight out of ten people from urban areas who buy cars use the internet to search for information on brands and products before making a purchase.
  17. 17. HOW SOCIAL MEDIA HAS IMPACTED MY COUNTRY Increasingly, Indians also want brands to communicate with them using social media. 60% Indians who are on the Social Media, are open to be approached by brands indicating that Social Media has the ability to change the dynamics between brands and consumers who are typically time-starved and may consider traditional forms of advertising obtrusive and undesirable. ( Nielsen, May 2011) SOCIAL MEDIA & INDIAN POLITICS Social Media will play a good role in the Indian General elections, it will not a highly crucial role this time around, but an important one nonetheless. The Tata Tea “Jaago Re” campaign has been very successful in the Television media, and it has also been well accepted in the Social Media platform as well. Politicians like Narendra Modi, has been highly active in the Social Media, generating more than 30 lakhs of likes in his Facebook pages. The Modi campaign is also active on twitter, with more than 20 lakh followers. The All India Congress Party has also created their Facebook and twitter profiles, with some of their major leaders like Kapil Sibal, P Chidambaram, Rahul Gandhi all having twitter accounts. . SOCIAL MEDIA & INDIAN SOCIETY Social Media has enabled many communities in India to share their line of thoughts and practices on the digital platform. It enables them to reach out to people and show more about their ideologies.
  18. 18. HOW SOCIAL MEDIA HAS IMPACTED MY COUNTRY The Social Page Of An Indian Community. The Social Page Of An Indian Community. Social Media has enabled us to spread perspectives on various social issues, changes and ideas through its easy sharing features. SOCIAL MEDIA & INDIAN STREET JOURNALISM Social Media has given a heavy boost to Street Journalism/Citizen Journalism, and enables us citizens to play an active role in collecting, reporting, analyzing and disseminating news and information. Social Media users can report breaking news more quickly than the traditional media channels. The power of citizen journalism was seen during the floods that wreaked havoc in Uttarakhand and various other parts of North India.
  19. 19. Do you think, Social Media is able to bridge the communication boundaries among countries? Social Media has become a significant platform for bridging the cross cultural communication boundaries between people in countries all over the world, allowing them to share interests, desires, fears etc. on a universally human level in groups or as individuals. Three examples are illustrated below to elaborate this. LOVE DEVELOPED BETWEEN ISRAEL & IRAN CITIZENS The situation between Iran and Israel, where both the Governments were issuing threats of war and all the topics available on the various channels of communication were about the eminent war and the tension between the two countries. It is not possible to dial an Iranian number from an Israeli telephone. It will not simply go through, this lack of communication stems from the government level. But for this was not an hurdle for people wanting to communicate through the Social Media. Israeli graphic designer, Ronny Edry, plastered memes over his images then posted them on Facebook. The response to his post was overwhelming, in a few hours he got hundreds of shares and thousands of likes.
  20. 20. SOCIAL MEDIA TO BRIDGE COMMUNICATION BOUNDARIES BETWEEN COUNTRIES Thanks to Youtube videos, Facebook pages, Twitter messages from people in both countries, overall support has increased for further dialogue between Israel and Iran, and helped promote peaceful demonstrations and other efforts in opposition of a possible war. In a particular video there are mothers, fathers, teachers, students, and engineers who have come together to show their support for peace and understanding between the two countries. Additionally, Facebook pages such as “Israel Loves Iran” are bringing people together onto a single platform to share their ideas. ISRAEL LOVES IRAN Along with Facebook, Tumblr has also emerged as medium to share photos and videos among the citizens.The activities on Social media has reduced the tension between the two countries to a large extent. Cross -cultural communication could make all the difference for these nations on the brink of war by spreading respect, empathy, goodwill and solidarity between the people on both the sides who desire peace.
  21. 21. SOCIAL MEDIA TO BRIDGE COMMUNICATION BOUNDARIES BETWEEN COUNTRIES NIGERIA: BRIDGING THE GAP BETWEEN GOVERNMENT & THE GOVERNED Until recently, much of the Nigerian citizens have had reasons to believe they do not have a say in how they are governed. The growth of internet and Social Media use across Nigeria is ushering in a change that is taking root and encompassing the whole land, granting erstwhile silent observers platforms from which to express feelings in a voice that is almost impossible to drown down, via the Social Media platforms. The Arab spring revolts and several national elections across African continent have clearly exemplified how Social Media networks can be utilized to push for change. The youths in Nigeria and many other developing nations are finding ingenious ways to harness the freedom of Social Media to break the barriers of traditional media resources. They have come to see the Social Media as an invariable tool in the furtherance of the quest for freedom, justice and a better, well administered society. Through Social Media platforms like Facebook, Twitter, Linked in, Blogs, Youtube etc, the Nigerian citizens have realized that the ease of communication that these platforms avails them could also be used for more than just sharing of inter-personal information, but could also be used to address issues that affect the larger society. The Nigerian Youth believe that the Social Media platform, which is a convergence of Broadcasting, Audio, Video, Text & Internet telephony, will eventually eclipse the traditional media.
  22. 22. SOCIAL MEDIA TO BRIDGE COMMUNICATION BOUNDARIES BETWEEN COUNTRIES UNITED NIGERIAN YOUTHS NIGERIAN PROGRESSIVE YOUTHS Quoting the Nigerian writer and Social Commentator, “There was no way elections were going to take place without the process playing out on Facebook and Twitter. In addition, a move like President Jonathan’s decision to join Facebook helped in the ‘faddification’ of Social Media. In a country, long ruled by inaccessible big men, it was a startling revelation to realize we could ‘interact’ with the President on Facebook.” The Nigerian Politicians are planning to utilize Social Media as a means to counter the negative image of the country in the wider world and as a vehicle to draw in needed foreign investment.
  23. 23. SOCIAL MEDIA TO BRIDGE COMMUNICATION BOUNDARIES BETWEEN COUNTRIES The Nigerian digital population is also planning to use the Social Media as a platform to draw innovative ideas from youths, who are willing to dish out such information for free, at the click of a button. UGANDA: THE INVISIBLE CHILDREN “KONY 2012” KONY 2012 is a short film produced by Invisible Children Inc. It was released on March 5,2012. The film’s purpose was to promote the charity’s “Stop Kony” movement to make African cult and militia leader, indicted war criminal and the International Criminal Court fugitive Joseph Kony globally known in order to have him arrseted by the end of 2012, when the campaign expired. The film spread virally, as of October 2012, the film had over 97 million views on the video sharing website Youtube, over 21.9 thousand likes on Vimeo. The viral video was included among the top international events of 2012, by PBS and called the most viral video ever by TIME. Invisible Children uses Social Media for everything. The group can be found on Facebook, Twitter, Youtube, Vimeo etc. Due to the nature of the cause the group relies heavily on Word-Of-Mouth sharing through Social Media.
  24. 24. SOCIAL MEDIA TO BRIDGE COMMUNICATION BOUNDARIES BETWEEN COUNTRIES INVISIBLE CHILDREN FACEBOOK & TWITTER PAGE Here are some stats (as of 4/1/12) FACEBOOK: 3.2 million Likes and 78,290 talking about this TWITTER: 3,217 Tweets and 410,296 ‘Followers’ YOUTUBE: 261,856 Subscribers and 91,537,820 video views The campaign resulted in a resolution by the United Sates Senate and contributed to a decision to send troops by the African Union. KONY 2012, teaches us that Social Media is a powerful tool to bridge communication boundaries between nations.
  25. 25. List down 5 major positive and negative impacts that you have noticed because of Social Media? Social Media as indicated in the earlier sections of this document, is a strong tool to bridge communication boundaries, share knowledge, increase interaction etc, but sometimes every good stuff has a dak side too. According to me the Positive side of Social Media far outweighs its Negative side. Here I will list down certain positive and negative impacts of Social Media. POSITIVE IMPACTS OF SOCIAL MEDIA 1. IT EDUCATES (Knowledge Sharing Portal) Social Media is a knowledge sharing platform, where anybody can find, access and gain subject specific knowledge at minimal cost. Social Media helps students to reach out to academic experts easily and collaborate with peers to gain knowledge. Employees can improve their skill sets by getting connected with industry professionals free of cost. Social Media educates us through informative videos, innovative articles and viral content. 2. HASTENS & REDUCES COMMUNICATION BARRIERS With Social Media we are able to communicate our thoughts and perceptions over different topics with a large number of audience, with a click of a mouse. The sharing feature available on Social Media platforms makes our opinions on any type of content, to be accessed by the huge digital community.
  26. 26. IMPACTS OF SOCIAL MEDIA 3. ENCOURAGES PARTICIPATION Through the various forums and groups on Social Media, people are able to voice their opinion on different topics and themes that interest them. Social Media enables its users to be more participative. Users who are introverts by nature, can easily shed of their shyness through Social Media by communicating with people who are from similar backgrounds. Social Media also increases their exposure to different user groups creating a podium for them through self expression. 4.COLLECTIVE CONTENT SHARING Social Media is a platform for Collective Content Sharing, where people from diverse cultural backgrounds can spontaneously start any discussion. It has enabled a person sitting in one part of the world to learn, study and interact with a person sitting in another part of the globe. Today, the various content sharing social sites have created a sense of awareness among the country’s youth, about the various practices and diversity in different parts of the globe. 5. OPPORTUNITIES FOR BUSINESS Social Media has played a major role in Social Media becoming a part of our daily lives.Business houses have recognized the value of Social Media in the consumer’s life, and are using multiple techniques to promote their brands. Social Media has made marketing cost effective and made available a huge fan base to the brands. A number of customized applications have been created by different brands to secure a place in the consumer’s mind.
  27. 27. IMPACTS OF SOCIAL MEDIA NEGATIVE IMPACTS OF SOCIAL MEDIA 1.SECURITY OF PERSONAL DATA & INFORMATION As the access to all the social sites is free and information is accessible to all, the security of one's personal information is of grave concern. Also the reliability of any stranger is in question, as the account can be a fake one. Hackers can use one’s social information and create fake profiles of the real users.It is up to individual to see that what all information he/she wishes to put on their social profile for the world to see. 2.LEADS TO ADDICTION As Social Networking Sites get more and more popular, children are bound to increase their use. Many studies have shown that a continuous use of Social Media by children can lead to addiction. The games and applications given by the Social Media sites takes them away from physical games and they spend more time on machines, leading to several health problems. 3.EASY DEFAMATION OF A BRAND As it takes years to make a tree, but hardly an hour to cut it off. In the same way, it takes years to build a brand, but only some wrong comments on social media can ruin the brand identity and can defame the brand. Once a comment goes viral, it's very difficult to make the target audience understand the right thing.
  28. 28. IMPACTS OF SOCIAL MEDIA Sometimes, it so happens that a competitor may create a fake id, and can put defaming comments on a brands social page, which may to alteration in a consumers purchase decisions and the harming the equity of the brand. 4.PRIVACY INVASION Opening up certain personal moments and incidents and make the user prone to invasion of their privacy by strangers. The personal photographs and posts can make them vulnerable to personal attacks. 5.TAKES AWAY PERSONAL MOMENTS Today we just a drop a message or chat on site with friends/relatives, and weeks go by, without calling or meeting them, and we move away from those personal moments that our parents cherished, once upon a time. Today a Grandmother just makes herself happy by seeing her grandchild's photo on the Facebook, rather than giving them their life's first bite and having that sensation of first touch of the child. These personal moments will be long forgotten and will cease to exist if we make our lives rely entirely upon Social Media.
  29. 29. IMPACTS OF SOCIAL MEDIA Sometimes, it so happens that a competitor may create a fake id, and can put defaming comments on a brands social page, which may to alteration in a consumers purchase decisions and the harming the equity of the brand. 4.PRIVACY INVASION Opening up certain personal moments and incidents and make the user prone to invasion of their privacy by strangers. The personal photographs and posts can make them vulnerable to personal attacks. 5.TAKES AWAY PERSONAL MOMENTS Today we just a drop a message or chat on site with friends/relatives, and weeks go by, without calling or meeting them, and we move away from those personal moments that our parents cherished, once upon a time. Today a Grandmother just makes herself happy by seeing her grandchild's photo on the Facebook, rather than giving them their life's first bite and having that sensation of first touch of the child. These personal moments will be long forgotten and will cease to exist if we make our lives rely entirely upon Social Media.
  30. 30. Define various Social Media platforms, their usage, advantages, and their shortcomings? The various Social Media sites can be broadly classified into six categories. - SOCIAL NETWORKS: facebook, linked in - BOOKMARKING SITES: delicious, stumble upon -SOCIAL NEWS: digg, reddit -MEDIA SHARING: youtube, vimeo, flickr, pinterest -MICRO BLOGGING: twitter, tumblr -BLOGS & FORUMS: wordpress, blogger, jux
  31. 31. SOCIAL MEDIA PLATFORMS DEFENITION 1. SOCIAL NETWORKS Services that allow you to connect with other people of similar interests and background. Usually they consist of a profile, various ways to interact with other users, ability to setup groups, forums etc. The most popular are FACEBOOK & LINKED IN 2. BOOKMARKING SITES Services that allow you to save, organize and manage links to various websites and resources around the internet. Most allow you to “tag” your links to make them easy to search and share. The most popular are DELICIOUS & STUMBLE UPON 3.SOCIAL NEWS Services that allow people to post various news items or links to outside articles and then allows its’s users to “vote” on the items. The voting is the core social aspect as the items that get the most votes are displayed the most prominently. The most popular are DIGG & REDDIT 4. MEDIA SHARING Services that allow you to upload and share various media such as pictures and video. Most services have additional social features such as profiles, commenting, share etc. The most popular are YOUTUBE, VIMEO, FLICKR
  32. 32. SOCIAL MEDIA PLATFORMS DEFENITION 5.MICROBLOGGING Services that focus on short updates that are pushed out to anyone subscribed to receive updates. The most popular are TWITTER. 6.BLOGS & FORUMS Online forums allow members to hold conversations by posting messages. The blog owner can post links, images, conversations which may interest him/her. Some blogs are especially meant for discussions where the author will express his/her views on an event or topic and invite others to join the discussions. Blogs can act as both a personal diary and professional discussion platform. The most popular blogs are WORDPRESS, BLOGGER, JUX etc USE Social Networking sites FACEBOOK allows us to connect with our friends and relatives across the globe. This is enabled by its wide popularity. FACEBOOK also allows us to easily share viral contents on our page. LINKED IN is a professional social networking site. Linked In has lots of industry specific forums and groups, which help us keep ourselves updated on the various trends and events in the industry.
  33. 33. SOCIAL MEDIA PLATFORMS USE The bookmarking sites like StumbleUpon allows users to discover and rate webpages, photos and videos that are personalized to their tastes and interests. It acts like a huge database where one can find whatever web link a person wants to find. It helps its users to advertise their blogs, website and pages. Social News sites enable us to go through the latest news events happening across the globe, and gives us a general idea about the views and opinions of the users on the other part of the world. The polls and voting system for the various news events helps us to form a general idea about how the crowd is reacting to a particular news. Media Sharing sites like YOUTUBE have played a major role in some of the major viral content that the digital world has seen. These sites enable the user top watch and share videos that have been uploaded by its user community. The user uploaded content can be freely accessed and downloaded. Several content are available like tutorials which enable us to develop our skill sets at minimal costs. Micro blogging sites like TWITTER share breaking news faster than traditional media, as more and more people are using it not only for live streaming of their personal events but most importantly as an information sharing medium and a collective knowledge sharing channel with people across the world.
  34. 34. SOCIAL MEDIA PLATFORMS USE Blogs are a great source of communicate one’s thoughts and expressions to the world.The blog owner can post links, images, conversations which may interest him/her. Some blogs are especially meant for discussions where the author will express his/her views on an event or topic and invite others to join the discussions. Blogs can act as both a personal diary and professional discussion platform. The visitors can also share their opinion regarding the blog post on the blog. SHORTCOMINGS In Social networking sites the conversations on FACEBOOK are not very private, so it is easy for a stranger to look into the personal photographs of an user. LINKED IN, nowadays has become very cluttered with lots and lots of unnecessary promotional activities being done on the various group pages. It has become difficult to find out interesting articles among the junk lot of content. The penetration of these Social news sites are not so very good in countries like India. These sites may have a very good impact in the opinion forming structure and in Citizen Journalism, but the penetration rate has been not so very good.
  35. 35. SOCIAL MEDIA PLATFORMS SHORTCOMINGS In Social Bookmarking sites due to the lack of standards for tag structures, this makes social bookmarking susceptible to mistagging, which means that the tags created by the different users will not be able to tag their bookmarked sites properly since they do not necessarily have to follow any tag structure, such as singular vs. plural, capitalization, and misspelling. Everything is too “personalized”, making it difficult for other users to decipher what the tag is trying to convey, especially if the tag has two or more meanings. Another disadvantage that social bookmarking posses is its susceptibility to high spam risk. The users micro blogging sites like Twitter have faced serious issues on privacy and security, as it share user’s personal information with third parties. There can be issues of Identity threat, fraud, and spamming. Media Sharing platforms like Youtube have become a source of over advertising, in which the user has to wait to an entire advert to finish playing if he/she wants to view the selected video. India is facing a Social Media wave which is getting on to a high tide. The usage and benefits of Social Media outweigh its shortcomings, so we can hope in the coming times, these problems will be addressed and will provide benefits to a larger population.
  36. 36. REFERENCE & BIBLIOGRAPHY 1.Gearing Up For Growth: India eMarketing Outlook 2012 2.eMarketer, February 2012 3.COMSCORE India Digital Future In Focus 2013 4.COMSCORE, August 2012 5.Nielsenwire, May 2012 6.www.lighthouseinsights.com 7.www.thesocialperspective.wordpress.com 8.www.socialbakers.com 9.www.wikipidea.com 10.www.thehindu.com 11.www.comscore.com 12.www.etcdigital.org 13.www.digitalsynopsis.com 14.www.indiadigitalreview.com
  37. 37. THANK YOU