Social media is coming of age. Since the emergence of the first social media networks some two decades ago, social media has continued to evolve and offer consumers around the world new and meaningful ways to engage with the people, events and brands that matter to them. Now, years later, social media is still growing rapidly, becoming an integral part of our daily lives. Social media makes this world as one unit and can be called as a mode of global village satisfying various audiences. Today with 150 million Internet users and 950 million mobile subscribers the reach of Social Media in India has become phenomenal. It touches 66 millions lives every day and has become one of the most powerful forms of marketing and market research that we have ever seen. In India most of the social media – savvy organizations use the medium to build communities. They also use the medium for customer service, lead generation, and research indicating high social maturity and moving toward getting business meanings out of engagements. The way organizations engage with their social communities are:
- Popular practices:
- Type of content: A majority of social media savvy organizations prefer to post generic updates instead of brand updates.
- Frequency of updates and responses: Social media-savvy organizations posts multiple updates a day.
- Majority of social media-savvy organizations respond to fan queries within 30 to 60 minutes on Twitter and within 30 minutes to a few hours on Facebook.
- Contests/promotions: Picture contests are the most popular contests among social media-savvy organizations in India — most contests are organized monthly.
- Policies: Majority of social media-savvy organizations in India surveyed have social media guidelines for better governance and online monitoring programs to listen to conversations; however, less than half have crisis manuals.
- Tools used: Many social media-savvy organizations in India use tools for online monitoring, response management, or managing social media platforms.
- Social media for research: Most of the social media-savvy organizations in India have conducted research using social media tools to get customer feedback and understand more about customer behavior.
- Mobile: Most of the social media-savvy organizations in India have created mobile phone apps and one-fourth plans to create one.
Social Media have brought millions of users together. It has the power to unite people globally. It has been one of the active daily prospects of people as it meets the need of various interests. Providing better exposure and experience of internet where they can share photos, videos, have discussion and an entertaining way of interacting with people around the world. This medium has a power to unite people behind causes and be a force for good. Its immediacy and accessibility has allowed it to contribute to everything from the Arab Spring to animal conservation.The best example of it is the high-voltage campaigning through social media paid rich dividends to the Aam Aadmi Party this Delhi election. The party was way ahead of its rivals – the Bharatiya Janata Party as well as the Congress – in using the new media even in 2013.