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Why And How To Connect With Intellect Of People In Social Media

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Mostly it’s through RATIONAL considerations, but not merely EMOTIONAL instincts, the customers decide to buy a product or service. Influencing potential customers’ emotions may help us in drawing their attention in the initial stage of engagement. Immediately, we need to switch over from emotional appeals to rational approach. Otherwise, we may fail either to engage the potential customers / visitors (online or offline) or create a lead. In the age of INFORMATION and KNOWLEDGE, it could be fatal to excel in business only through leveraging customers’ emotions. Unless there is an ‘INTELLECTUAL’ appeal or content, potential customers may not find something worthy, either to purchase or to explore scientifically.

There are two good examples, such as, (i) the rooftop cultivation of ‘Hydroponics Lettuce’ in Peru, and (ii) the recycling concept of textile wastes into fresh weaving threads in  Pochampally (in Nalgonda district of Andhra Pradesh). In both of the two cases, the ideas had an intellectual appeal and thus succeeded among their followers.

Lettuce on rooftop

(Fig.1. Hydroponics Lettuce)


(Fig.2.  The Store sells items by Pochampally weavers, AP)

Does it make any sense, when we talk about using ‘Skype’ for small businesses? Mr. Hrishikesh Kulkarni, understood its intellectual appeal and thus launched to capitalize the growing internet ecosystem in India. The cloud-based venture enables internet browsers – Google Chrome, Opera and Mozilla Firefox, to host video conversations on a company’s website. The idea and platform have been able to connect small business persons intellectually and earned their confidence to transform their style of working and business conversations. Hence, Mr. Kulkarni has successfully installed his idea and product among its potential users.

Why it is important to connect INTELLECT?

  1. It may take time to penetrate the mind of people, but it yields a better engagement rate and sharing in circles.
  2.  Unless we connect people intellectually on social media platforms, we may not be able to initiate quality conversations or discussions. Hence, we may fail to get good feedback from our visitors or customers.
  3.  Whether it is appreciation or rejection of an idea, it may not create negative stir among the people, if done at the intellectual level.
  4. An idea /concept accepted rationally by people will ensure better follow-up services and conversion rates.
  5. An intellectually satisfied customer is prone to be more loyal than any other customers.
  6. Since Social Media Relationship is not governed by primary relationships, hence we’ve to nurture secondary social relationships. It is possible only through rational approaches, which ultimately requires intellectual approvals.

How to connect INTELLECT?

  1. Listen more to your people.
  2. Recognize and appreciate every good idea contributed or shared by the people.
  3. Be non-judgmental to their views and opinions.
  4. Don’t react to any critical comments, take time and come back with research data. Engage in conversation to achieve win-win situation. If required, don’t hesitate to say sorry.
  5. Don’t just share information, if possible share an insight. Use analytics, if necessary.
  6. Don’t dilute the identity of major contributors or frequent visitors of your page.


1. The Hindu-Business Line, Coimbatore (Edn.), March 25,  2014.

2. Google Images

Have not yet given up my learning spree. Recently doing internship at Digital Vidya.

  • social-media-training

  • There are 2 comments

    • 5 years ago

      Smita Pawar   /   Reply

      Companies should learn to trigger customers’ emotionally as well as rationally. For Example, women in rural areas of Rajasthan and Jaipur make cloth material designs like lehenga, sari borders, dhupatas, etc., by using their hands, they don’t like using sewing machines. They do believe that efforts and hard work give the best outcome, this is their rational thinking. The same way people have stopped using Orkut because rationally and emotionally they are connected to Facebook.

    • 5 years ago

      Indrajit Goswami   /   Reply

      Yes, Smita you are right. Sometimes a very conventional way of doing things may appear as unconventional to some one else. Similarly what is rational for a group of people may be irrational to some other group. Business and creativity should never fall in this dilemma.

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