Harshita Pande Joshi is a social media specialist based in Mumbai. In the last five years, she has worked in several faculties of social media – branding, engagement, influencer campaigns, advertising and content generation. She works independently with agencies or clients to build their social media strategies. Harshita believes content is the emperor and its getting its true recognition today. Everything from customer returns to ROI, has a direct connection with content. Digital and social media are ways to publish it to a more focussed audience, thus making it reachable for almost everybody. She has been on board Digital Vidya as a trainer and it’s a brilliant platform.
Digital Vidya: How did you get into Digital Marketing?
Harshita: I studied at Sir JJ Institute of Applied Art. Digital thinking initiated during college projects itself when we would come up with innovative ways to advertise and promote on banners or websites or social media. But my professional tryst with it began at the start of my career. (I’m glad it happened that early!) As a copywriter in a digital agency, I went on to managing the Facebook page for a fashion brand. And I fell in love with it. Conversations with real people, becoming a brand’s spokesperson and most interesting was the spontaneity of the media. It was an extension to a company’s branding exercise. There’s been no looking back since.
Digital Vidya: Why do you think it’s important for entrepreneurs, marketing professionals and students to learn Digital Marketing today?
Harshita: It’s like saying why is it important for a chef to study culinary skills. You’ve got to know your tools, build the skills, use the best ingredients, follow the recipe, create your own recipe and most importantly, serve the perfect dish, every single time. The growth in digital (and social), from here is only exponential, and there wouldn’t be any time for hit and trial/self learning. It’s the best thing to do – learn from the experts and be well prepared.
Digital Vidya: According to you, what are the top mistakes committed by organizations today in leveraging Digital Marketing?
Harshita: Here are the top mistakes committed by organizations today in leveraging Digital Marketing:
- Wrong expectations: Digital isn’t a genie. It’s just another media which will show results only when used strategically.
- Impatience: There are 2 ways to do something – one the quicker way and the other – the right way. Digital marketing shows best results with pilots, experiments and slow and steady growth. Be patient and trust your agency/experts.
- Mis-literacy: I coin this word, if I may, as organisations (and key people there) are not digital illiterates, but they have so much inflow of information that at times, they are wrongly informed and become ‘misliterates’.
Digital Vidya: You led ‘Brands And Customer Care – The All New Social Media Hotline’ Webinar for Digital Vidya’s community. How was your experience in leading the Webinar?
Harshita: I had a good time leading the webinar. For 2 reasons – Firstly, it was exciting to see that a topic like social media customer care was receiving such a good participation. It shows the growth of our industry professionals. Secondly, the question and answer session had some insights which proved how today’s marketer is NOT in it for hit and trials. He wants to be prepared, well prepared.
Digital Vidya: Please share top 5-7 takeaways from the Webinar you would like to share with our community.
Harshita: Here are a few takeaways from the webinar that I wish to share:
- The customer on social media is an aware netizen and he wants a solution to his problem, asap. So don’t while away with false promises and template answers. He can see through the charade.
- The most important KPI for social media customer care is ‘Fast turnaround’. Intelligent Tools + Efficient Team = Fast Turnaround = Happy Customers.
- Always assign clear team roles managing social media channels. Train them well on brand personality as they are the daily spokespersons and many a mistake have happened due to a brand’s junior member mistweeting.
- Respond to every single customer complaint – The four A’s – Acknowledge. Accept. Apologise. Act.
- Avoid crisis by closely monitoring social interactions 24/7. Build a social media command centre within the organisation.
Digital Vidya: Do you have any suggestions for us to further increase the value of our Digital Marketing Webinars for our community?
Harshita: Nothing really.
Digital Vidya: Would you like to share few words about the work we are doing at Digital Vidya?
I believe Digital Vidya is triggering the larger goal of taking digital marketing towards an organised sector. The industry is still nascent but its exponential growth opens a larger job opportunity in the near future. The courses here are in demand and very productive.