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Social Media – Death and Resurgence

Social Media – Death and Resurgence

The unique yet similar case of Social Media

First things first. Why are we here? We’re here because of a common interest in the digital platform and not just digital marketing. As the entire world is moving to it. I remember having a Facebook account since 2006 and none of my friends were there so I just left it there, even forgot I had made an account. Yet, about two years later I would find myself checking mail and repeated messages to connect with various friends on the new platform Facebook who were already on Orkut and my email lists would pop up.

Needless to say one day I got to it… well everyone’s moving over so, what will I be doing here alone? Though I had to click forgot password (two years since I logged in), took a little getting used to and then the social business went on as usual. Yes, it took people time to get to the big blue banner “FB”, may be they were bored with the usual chatter and scrapbook of Orkut, may be they needed a wall, may be they needed more than communities, they needed fan-pages and official presence of prominent personalities (which is probably the edge twitter has over Facebook), may be it was because Orkut  as compared to Facebook wasn’t cool enough… may be Orkut dying out a couple years earlier isn’t such a bad thing.

What does that tell us? Change will come. And with it comes the Buzz.

So comes my point… Traditional marketing practices are becoming fast redundant. Soon nothing will be the same in the “connected” world. The seemingly cost-effective techniques of print media promotion is a huge variable when compared to the level of penetration and effectiveness of social media publicity with a trending “#

Rejoice environmentalists. Papers are not being used, Trees are saved.

Case in point… OMG+

G+ or Google + was such a fresh attempt with social media platform along with the ever-so-famous rivalry of Facebook and Twitter that it took the world by surprise that so much of a buzz could be generated by something… erm… Virtual. It sure had the looks for kill. And it had the hype. Yet, it failed… terribly. Let’s not get bogged down  in details of what was what and how compared to who. It had a waiting list going on for people who could join in through invites via people who helped it and shared/joined it through the beta-phase. I mean it doesn’t get better than that. But, it just couldn’t hold the traction.


1. Decline

People started becoming inactive on G+ and the decline started… and do not get me started on the fact that circles features for friends and known people was pathetic. It had no way to stop people from adding you or getting added to yours. Damn! Worst in case of Orkut people quickly forgot what it was. The memories took no time to fade.

2. The Silver Lining.

The “Photos”. Yes, if ever there was a saving grace for G+ it was that it rendered high-resolution pictures beautifully. The Image quality was such impressive that one of my amateur photographer friend stayed on G+ for many months after none of his other friends would actually bother to go through the links to his G+ pictures he posted on Facebook. Well… that was bad. And then the big G did something amazing… It categorically picked up on what was best about G+ (which wasn’t hard) and turned it to another niche product. Of course google is everywhere, drive, emails and browser… so it was a much easier transition and share among them. Enter Google Pictures. How about that world?

So, The big company didn’t put in pitiful efforts of waging war on competitors like Windows Vs. Mac and Mc’D Vs Burger King, so on and so forth… it took the salvageable part in it’s best function and turned the tables on how we need a function to perform; essentially in a classic way creating a demand. And all the way giving hiccups to dropbox. Genius.

The Probability and The  Profitability. (Off Topic Example/Another Case in Point)

The probabilities are endless and the untapped market is the size of an ocean. Only suggestion… Got an idea… get to it!

The personalization of a product or service plays THE most important part in any decision made by the good consumer. An apartment building has several apartments but yours will be your’s not because you have brought it but because how you have made use of the space to call it home that’s why they are marketed as homes and not houses.

A cellphone you carry is the same one that millions of people may have but you have a personal preference based on which you had brought it and it may and may not be the same for all others. And what about your favourite song as it’s ringtone or your favourite actor’s picture as it’s wallpaper. It becomes yours, truly becomes yours when you have it set your preferences. Language, volume, wallpaper, ringtone, various apps and alarms.

This brings me to another point in the course of action… with the big G again… Google.

Google has android which can be played with customized and changed, basically fiddled with to your satisfaction which gives it a great personal touch with people who love to do that sort of stuff. It can be students, or artists alike. Because hey, we’re all made the same but we all have different personalities. So, when google launched a beefed up version of its pet favourite product android known as nexus this was exactly what was going on in their cleaver heads and computers. Nexus a bare minimum Operating system with top of the line specs in hardware. Fast and capable. This was why the world went crazy after it. It was a ticket to the realm of make your own phone. And more so because it went on with the holistic way Google has positioned itself in the digital space. We will need money and we will show paid results but they will show the fact that they are paid by placing a little ad sign to them. They are fair players in the market. Atleast that is what the actions and their marketing is focused on about, largely.

Why sell users preloaded applications with their hard earned premium smartphones? Which the tech community (and they are the people who the general folk listen to most intently rather than a marketing exercise of companies with advertisements) labeled them quickly as “bloatware”. Backfiring the whole affiliation with products/services and apps. Google saw a divide and went to work on capitalizing on the issue. So far it has worked. Not only has it proved to be the tinkering device for enthusiasts but as flagship models. Success!

Learning the ways beforehand is really nice, but as we all know from experience things often don’t exactly go as planned… and therefore the ability to improvise and evolve a set objective is necessary. You do that right and you’ll extend the life of your product… keep doing it and you may be the next big thing before you know it.

There are 5 comments

  • 3 years ago

    Swapnil Chitale   /   Reply

    Nice and Very Informative Post it is…

    • 3 years ago

      Shrikant Saxena   /   Reply

      Thank you Swapnil. 🙂

  • 3 years ago

    arjupraja   /   Reply

    Thanks for such an interesting article here

    • 3 years ago

      Shrikant Saxena   /   Reply

      arjupraja Thank you for finding this interesting 🙂 I have my own blog now. It is just a fun thing and a take on life.

  • 2 years ago

    Roy   /   Reply

    Great post!! keep blogging Shrikant and keep posting.

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