Saturday, December 13, 2014

It Need Not Always Be 'Like' And 'DisLike' on Facebook - Social Media

Here is a scenario:
On your Facebook Home Page Feed  - You read about a very Disturbing Case for instance Abuse or a Missing Person. There is nothing to ‘Like’ or ‘DisLike’. But you need to say that you have ‘Read’ the Article. You want to show that you are concerned. Moreover an Interaction will enable it to go higher on Network Feed. 

How about a Different Sign apart from the ‘Like’ and the DisLikes’ ?. How about another Sign That shows – ‘I Have Read This, I Am Concerned’.  


I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.


Thursday, December 4, 2014

The New Facebook Policy Can Get Your Existing Facebook Page 'UnPublished ' - Social Media

The New Facebook Policy Can Get Your Existing Facebook Page 'UnPublished '

Facebook has recently updated its Policy, Terms and Conditions. If your Facebook Page does not adhere to the New Facebook Policy then you will be receiving this message:


Once you go on your 'UnPublished Page' you get to see the below:


You have a good chance to 'Appeal' to Facebook and get your Page 'Publish' again....All the best though...





I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.

Sunday, November 30, 2014

How To Plan Your Movie Marketing On Social Media

Social Media should be a part of your Film Marketing and Launch Plan. You need to be sure on how exactly you will use the Social Media Platforms like Facebook and others. Just the way your Marketing Plan would have a set of tactical steps for action, your Social Media is to have an action plan as well. Social Media is not to be seen as an isolated one - off case. You need to streamline the entire Marketing Activity across all Platforms be it Hoardings, Ads, Events, Social Media and so on.
Below are the quick steps that you need to take while Planning for Your Movie on Social Media:
  1. Social Media Specialist: Working on Social Media requires expertise in many Marketing functions. For instance the person handling your Facebook Page is to be aware of the Film Personality and how should the Brand Behave on the Social Media Platform. It is critical to understand the Film as a Brand Print and Personality. This will then be useful to know what kind of execution you will do on the Social Media Platform. The tone of voice is to be culled out from the Brand Personality.
  2. Negative Comments Crises Management: While we all are certain and anxious that our Audience  are happy with our output, we also know that there would be some issues which would end up being a deterrent to our efforts.  It is important that once you know the Brand Personality you have an agreed Crises Management written mandate. The reason being that while you are in an open space of the internet there are Audience who can voice their opinion and suggestions. This not only comes to you but also goes to other Existing Audience and Future Audience as well. Any negative publicity needs to be understood in a matured manner and not be responded in anger. Practically all Films see Negative Comments.
  3. Monitor And Listening: It is important that you have a well-constructed Monitoring System in place. This will keep you on top of the various Comments going out in the World Wide Web. It would be great if you have an alert system to send you an alert whenever your Movie is mentions in the OnLine World. 
  4. On-Page SEO: It may not be essential to know technology in order to do SEO. Yes, there are specialists who can do off - page SEO which is done via programming, script writing, coding and in the edit HTML formats. However with limited knowledge of programming you need to be aware of where all you can work to ensure that the various search engines throw up your page when your target audience do their search.
  5. Key-Word: One of the main reasons for your Page to come up ahead on Search Engines like Google.com is selecting the right KeyWords. This is critical. Before you post your first comment / information you need to decide and be sure of what are your Key-Words. This would emit from doing Key-Word research of your category, competitors and what your Brand is to personify and identify with. Add to this be realistic and think in terms of your target audience. What word would they type in search engines are essential that you know. 
  6. Page Philosophy: While you have your Film Philosophy in tact you will also need to decide on what is your Page Differentiation and Philosophy. It is important that you pre-decide on the reason as to 'why should people join your Page'. Is it that they will receive exclusive offers, or a launch preview etc. Or is it that they get to connect with your Film Celebrities. Or should they be given a sneak peek on behind the scenes.
  7. Audience Mind-Set: You need to understand what your Audience thinks about your Film and Films of similar jauntier.
  8. The Ripple Effect: It will be good for you if you can understand The Social Media Site's Functionality and Its Perception As well. Hopefully you plan to have many more Movies released. In this case why not get the existing people note that there is a future release….This does not mean you declare the movie – what you need to do is that after your Movie is done with please do continue to connect with the Page Audiences. It is best to really know the functions of the Social Media Platforms that you take up. To use them optimally is the best way to get results. The most worrying situation is when a Film I released and the Movie Makers do not keep the Page active. This leaves a bad impression for the Brand and Business. Add to this the Page is open for Spammers. Keep the Page active so that the next time you already have a great enthusiastic Audiences.

I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.

Pervara Kapadia
I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia
- See more at: http://www.fridaybrands.com/how-to-plan-your-movie-marketing-on-social-media/#sthash.rX8RxYmH.dpuf

As Released On 
http://www.fridaybrands.com/how-to-plan-your-movie-marketing-on-social-media/



Saturday, November 15, 2014

Wonder How Will Your Post Get On Top Of Facebook News Feed ?? - Social Media

Do you wonder how will your Post get on top of News Feed? News Feed is already a competitive place – as more People, Businesses and Pages are posting content, the competition to appear in News Feed has increased. Simply put: All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time.

There are some consistent traits that make Organic Posts feel too promotional:
  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads
I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me. 



Friday, November 7, 2014

Your Content Solution In Social Media

The Never Ending Problem in Social Media = Content

The Never Ending Solution To This Problem = 
UGC [User Generated Content] + Smooth Maneuvering Skills [With The Admin] 





























I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me. 


Friday, October 31, 2014

Generation Y - Helping Them Positively To Define ThemSelves To The World - Social Media

Do you know your customers’ tone of voice and the nature of their feelings expressed online when all you have is text? Think about it. Members of Generation Y can be difficult to impress, so Brands must deliver positive emotional engagement to keep their attention. These are the new Millennials. Millennials are defined as those born between 1980 and 2000. This Generation namely Generation Y is without doubt one of the most challenging group to market to. They span from a wide range of life stages, from those starting secondary school to those with spouses, children and mortgages. So, do they have a general Trigger Point? Can you say that a Single Positioning Thought can actually create an Action? Your Desired Re-Action?  


Think of someone close to you who figures in the Y Generation. Notice that they are not really impressed by things that otherwise would impress those a little older. Reason is simple yet hard hitting: They are so inundated with adverts, messages and clever headlines via their multiple digital devices that they are not seeing things for first time as such. They take it all in their stride. They expect that the Brands to do more to impress than the regular nitty gritty.

This does not mean that the regular Marketing efforts are to be withdrawn - infact they need to be there to create the required noise - however much more is required. 


What you need to do: 

Make them Feel Special. 
Make them Feel Privileged. 
If they are on Facebook on your Page there is a reason. It is not to see what they may have seen on Hoardings; that brings in boredom or rather a 'Blind Eye'. 
It is about delivering something that makes people Feel Better About Themselves
It is about Helping them Positively Define ThemSelves To The World. 

Now think about what succeeds like never before - A Movement, A Cause, A Reason To Rebel In A Good Non Violent Way! And why not utilize the Social Media Platforms for this?! 


I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.



Saturday, October 25, 2014

How Many Characters Does Twitter Have? - Social Media

Twitter is probably the only Social Media Platform that makes us think in 140 - how to summarize Connect. You know that 140 Characters worth Space is all you have - however what is the number of Characters after an Image is attached onto your Twitter 'Compose New Tweet'?

Below is an example of the Number Of Characters Before And After Image Being Attached To Twitter:





I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.

Friday, October 24, 2014

Ello Converted To A Public Benefit Corporation (PBC) - Social Media

The latest buzz in Social Media is Ello! 

Ello is Social Media Platform that has all the plans to be 'Ad-Free'. This may be strange to many. However as per what #Ello Mentions there are many ways to set-up a Social Media space and earn as well - without having to divide the Real Estate Space towards Advertisement!. 

It is 2014 and not 2004 - the world has changed !- says Ello!. 


Tuesday, October 14, 2014

New Social Media Networking Site

Many new Networking Sites are coming up. Some of them remain while many close down. The Main Features and Functions remain the same reason being the basic purpose of Networking Sites is so that people can Socialize, Share and generally engage. Ofcourse this becomes a great opportunity for Brands and Business Houses. Ofcourse Social Media is a space that needs to be walked on with utmost caution at Business level and at Personal Level as well. 

One such New Site has similar advantage as many other Famous Social Networking Sites with good Main Features and Functions. This Site has come with a little difference though - It seems to give out Shares. 



This Social Networking Website of the future maintains that it has not any restrictions, you can easily get in touch whoever you wish, you can get the most popular services and you may also become an Owner. Now 'OwnerShip' is an interesting term to note. As the site states that You may get Your Shares in the GlobAllShare  Community simply during the pre-organisation stage. The Site continues to share that all you need to do is to invite your friends and acquaintances to the Website.

If you have invited 5 of your friends successfully, you will get 1 Share straight away. Additionally you not only receive the shares after inviting your own acquaintances, but after each further user invited by your friends as well, moreover after your friends' acquaintances too, this way through 7 subsequent levels after each of your friends, who realizes 5 successful invitations you will also get 1 more Share. The Site mentions that you can get extra shares each and every day until global departure. [10/20/2014: Closing the pre-organisation and ending of the issue of shares] Add to this, Sign in to your account each and every day and will be credited extra shares to you each and every day.

Here it is: https://www.globallshare.com/ro/1671143.html

I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.




Thursday, October 9, 2014

The Never Ending Problem In Social Media

The Never Ending Problem in Social Media = Content
The Never Ending Solution To This Problem = UGC [User Generated Content]
Agree? 

Tuesday, October 7, 2014

The 10 Most Used Social Media Websites As Of October2014

Let's see if you can name The 10 Most Used Social Media Websites As Of October2014

You will be able to name many - Like Facebook, Twitter, Pinterest, LinkedIn ... but did you think of Vine? What about Tumblr? and VK?  [VK stands for the Russian Social Media Platform. Originally VKontakte. VK is the largest Russian Social Networking Platform in Europe. It is available in several languages and is popular among Russian-speaking users around the world, especially in Russia, Belarus, Kazakhstan, Uzbekistan and Ukraine.]


Here goes the list for The 10 Most Used Social Media Websites As Of October2014:


















Wednesday, September 17, 2014

3 Points To Remember In Social Media


You do hope to use Social Media Marketing to the best of your capacity and to its optimum use. Social Media may look easy; which it is! If you have the patience and the perseverance then Social Media will not remain a mystery.

Strategy is all about what is to be done and what is not to be done. Here goes the basics:
  1. Remember Social Media is not about Sales Bombardment. No one wants to connect with a Page that keeps on giving out sales oriented messages. 
  2. Great that you are on Social Media - however it is not a race to get more people joining you - it is not a popularity contest. 
  3. Social Media is not about overnight success. If you think that your sales should soar up in a week's time then you might as well not be here; you have not got it right as yet.

- See more at: http://pervarakapadiaatmoney.blogspot.in/#sthash.AoeVrVFm.dpuf

Friday, September 12, 2014

The Changing Customer Service - Social Media

Due to Social Media the way customers are now serviced has taken a change. This change is for the good.

Previously like all other things, we have experienced the good and the bad customer service and care that was implemented. There were some corporates who managed well, while the others managed to frustrate the customers even more. And it goes without saying, that though we have good possibility via the Social Media there will be some who will perform well and others who may not.

It is not that the previous formats of touchpoints have been removed. They still exists. There are call centers, on-desk person to person counters, relationship managers and so on. All these had processes and all would say very much similar things - either they will get back, and / or they are very sorry and / or they will have to ask and then replace goods. Somehow they never knew what was taking place at the company level. They were to form positive contact yet there was no via medium to do so. There were intensive training provided but still there was a gap / still is a gap for some. If atall a customer did get a good and privileged deal this would be notified via some other channel and touch point like maybe an emailer. 
If there is birthday greeting to be sent out then perhaps an SMS would go out. So the continuity in forming relationship never could take place. And hence they would be relegated to listening to complains, saying sorry profusely and generally trying to pack off the customer. While if we look at the customer side: They would be given a complaint number and would be addressed later. In some cases the customer had to do lots of follow - up before any action is taken.

Many corporates would put up their customer care number, email id as a necessary evil. Atleast on websites it was slightly easier to detect. In print it would be finding it somewhere amongst much text.

Coming to the Social Media scenario it is changing the way people interact. Lets take for example a Facebook Fan / Business Page. The same Page is used to address customer grievances, answer questions, give more information, to the extent that the Page can start a movement as well. Unfortunately I do come across copy paste statements still 'we are sorry please send us your email id and we will contact you soon' - the whole page is flooded with this message specially on Twitter. However this is thankfully not the tone across the board. What the corporates do now is that the same Page enables customers to engage and know more about how to handle their product, maintain it, a free download is shared and so on. And what's more customer's give feedback. They share it amongst their network and so the good word spreads.

What is the change? Previously it was re-active now it is pro-active?

Infact what was previously called customer care is now truly to a large extent 'care'. Care is nurturing just not attending to crises. And, shall we say this is shaping up now with Social Media?

What is your take?

Saturday, August 23, 2014

Social Media Is Important

Social Media is Important because:

It’s the fastest way to spread the word about a new product, service or news item – For instance a Tweet can get Viral in minutes and spread a message around the World faster than TV or other traditional media

It’s a trend – Millions of people spend a good amount of their time on social media networks so if you ‘need them’ you know where to communicate with them

It’s the new marketing – Back in the old days marketers found out that many people spend time in their cars driving so they thought of the billboards on the roads. Today people are spending time on Social Media so as a marketer you have to start thinking this way too

It’s the new Influencer – yes, and a very strong influencer! More and more studies indicate that social media is turning into Business as well with more Companies are stating that they have found customers from Facebook or Twitter

Good enough reasons? 

I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.

Friday, August 15, 2014

How To Analyse And Measure / The ROI Metrics For Social Media

Measuring Social Media can end up being a tedious task if not done with right Objective. You need to be clear on what exactly you are looking at. Measuring will go hand in hand with the objective and the reason as to why you ventured onto Social Media Platform. 

It is essential that you discuss and make sure that every concerned person is in tune with your Measuring Metrics. This is to be done at the very beginning. Over the course of time as your Page Members grow there will be fine tuning and tightening of the Metrics; however it is best to have a direction from the very beginning. Just the way you would have put forth the objectives of Social Media similarly you need to put forth the Measuring Metrics as well. 

The reason? Well if you set your foot ahead without knowing the direction and the goal then you may end up going all over without a direction. It is best to understand the Objectives and Measuring Metrics of Social Media at the very beginning. 


There are plenty of discussions taking place on what exactly would be the Measuring Metrics. For example there are people running for the number of 'Likes'. Just having 'Likes' is not a Measure to ensure popularity. People join your Page for various reasons. For example: At times they could be tired of the Customer Care on phone who perhaps may not be responding in the correct manner. Hence they could be hoping that your Page Administrator could be more active in procuring an appropriate response / solution. 


The various Metrics could be:

  • Study the Members of your Page. Are they relevant and your correct Target Audience. If you do develop a good Brand - Customer Relationship will it add value to your Objectives. 
  • Number of Interactions taking place as compared to the Number of Persons who have Joined you. 
  • The Quality of interactions. Mere numbers is not enough. If the people are talking with each other on topic that is unrelated to your Page then this interaction is of no use. 
  • It is essential to view the number of interactions with respect to the repeats taking place. If people have got engaged in one Post and then they are no more interacting in subsequent Posts then you need to take a call if that one Posts value is good enough to draw any analysis. 
  • If your back - end data collection is good and if the company has an IT department then tag the Customer data with your Members of Social Media. See who is purchasing and who is Passive.
  • Can you identify the low hanging fruits. Can you cluster the various Members into Active Members, Passive Members and so on. 
Check out these two Posts for more:


Measuring Your Customer In Social Media



I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.

Friday, July 18, 2014

Social Media As Customer Service

Do you think that your Social Media Page could work well in attending to customer complains and requests? Perhaps now is the time to start to look at Social Media in many ways. 

Your customer could have connected with your Page for many reasons. For instance they could have connected so that they get privileges in terms of discounts, or to be the first to know on new arrivals or new launches. They could join your Page to perhaps know and connect with similar minded people in case of professional interest or causes and social issues. And so on.

What about this situation: They may also join because they could be fed-up with the current customer care that they have called a numerous times and have not received any answer.  

When your customer connects with your Social Media site it is all part of customer care. You need to gear up and empower your Social Media team with the relevant knowledge. Be careful your Social Media Page should not be a page full of apologies and asking people to send an email with complete scenario of problem or asking them to call on the customer care number. There are times when you may go on Twitter for instance and view certain business houses - you could come across an entire stream of 'we are sorry to hear this, please send your email to ....'. This kind of approach only in dire situation is justified. However if your entire Page is seen in this manner then the customer or target audience will loose interest. Your Social Media personnel should have the power to address issues. 

For this it is important that you have an action plan sorted and well laid out. Naturally if there is a product defect then your Social Media personnel cannot rectify this over the internet. Hence you need to have an escalation matrix back at your drawing board. Thus all departments should be informed and infact trained on the Social Media plan. They need to be explicitly informed that they are to act when the Social Media person forwards to them a request / advice / concern / complain. This is serious information and they need to take steps towards it. Secondly they need to revert back with proper details post the steps taken. The reason being the Social Media personnel needs to inform openly [ofcourse dependent on situation] on the same platform as the complain was received the steps that are taken.

Is your organization ready to take up this challenge? Share your views here. 

Friday, July 11, 2014

Are You For Or Against: 'Right to be Forgotten' - Social Media

Are you for or against: 'Right to be Forgotten'  

We know once you Post on the Internet, your matter stays; even if the 'delete' button is pressed. 


'Right to be Forgotten' is the latest debate that is taking its rounds in Social Media. The right to be forgotten is a concept that has been discussed and put into practice in the European Union (EU) (most notably France) and Argentina in recent years. The concept stems from the desire of an individual to ‘determine the development of his / her life in an autonomous way, without being perpetually or periodically stigmatized as a consequence of a specific action performed in the past.’


There is discussion about the viability of the elevation of the right to be forgotten into the status of an international human right due to the vagueness of the concept. There are concerns about its impact on the right to freedom of expression, its interaction with the right to privacy, and whether creating a right to be forgotten would decrease the quality of the internet through censorship and a rewriting of history.


What is your take?

I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me. 

Friday, July 4, 2014

3 Points To Remember When You Are Looking At Social Media

You do hope to use Social Media Marketing to the best of your capacity and to its optimum use. Social Media may look easy; which it is! If you have the patience and the perseverance then Social Media will not remain a mystery.

Strategy is all about what is to be done and what is not to be done. Here goes the basics:



  1. Remember Social Media is not about Sales Bombardment. No one wants to connect with a Page that keeps on giving out sales oriented messages. 
  2. Great that you are on Social Media - however it is not a race to get more people joining you - it is not a popularity contest. 
  3. Social Media is not about overnight success. If you think that your sales should soar up in a week's time then you might as well not be here; you have not got it right as yet.
I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me. 

Wednesday, June 18, 2014

What To Post On Facebook? - Social Media

Many a times am questioned as to what should the Facebook Posts be so that the Community starts to interact and the Communication between the Brand and the Community could start...

First advice - a very critical one:
Posts are not about bombarding sales messages. They are about 'Sharing'. This is what usually Appeals and is Useful / Beneficial to the person at Personal Level, Professional Level and or Social Level. 

Your Sales Message would not appeal to any of these right? So drop it!


I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.

Thursday, June 5, 2014

How To Measure Your Social Media Efforts

Social Media efforts like any other marketing effort requires that it be measured, monitored and be accountable. This is simple business practice not restricted and not limited by marketing efforts alone. Typically in business terminology called Return On Investments or ROI.

It is certain that while Social Media is easily available and can be networked with, it still does require investment, skill and thorough knowledge. These investment at minimal level would be time, energy, technology [hardware, software the web and internet connectivity], dedicated human resource. Add to this just like any other marketing campaign we will require objectives and KPIs Key Process Indicators as well. 

There is lot of research and discussion going on in the area of 'how to arrive at a ROI for Social Media'. There are two unique groups at the two ends of a spectrum. One group profess that Social Media has not as yet reached the stage of measurement and the other group states that Social Media can be measured. What is your take on this? Can Social Media be measured - as yet?

What we need to understand is that while we do measure the Social Media space we need to be very clear on what the parameters are to be. Naturally the most upfront one is mentioning that if the objective is achieved then all other things would fall in place. Now the objective for Social Media need not always be in terms of quantifiable terms. It could be qualitative and / or quantitative. The measuring process works just like any other profit and loss system however the parameters are very very different. Add to this not only are the parameters different but the scale of these parameters are also different. 

One needs to understand 'how Social Media works' before diving into a measuring chase. This is the most critical part. If one does not know, understand and comprehend how Social Media actually works, how it performs and how to go about it then one is not [with due respect] qualified to establish the measuring criteria. As you read below you will get an understanding of  this statement.   

While measuring the Social Media efforts we need to consider the below parameters. The below parameters are indications of the various factors that are to be 'considered' and 'understood' before we start to set a formula:

Time: Time is of great essence here in Social Media. At one level we need to be clear that immediate results are not every time the only correct way for measure. Social Media by its nature works on two levels one is engagement levels with the members and the SEO level. If we go a little deep both engagement and SEO get better with consistent efforts.They require the time factor to get established. For instance the positive engagement which eventually should lead to loyalty and viral effect cannot happen at once by merely setting up of a Facebook Fan Page for instance and getting people to join in. To develop relevant interactions the brand and the customer set would require time. The next part is SEO. SEO work is like an investment. You consistently work on the SEO aspect while working online. The efforts put in today will reap you rewards in the near future.   

Number of followers / fans / members: This is the most sought after target. While it would be great to have a huge Fan base it is necessary that the topics we communicate is relevant to them and enhancing our brand image. It is equally essential to get them dialoguing with us and just not having a one way communication [only from us]. This means that we need to have quality and not just quantity based followers / fans / members. When our communication is engaging only then we can be sure to a large extent to have a desired response. Additionally we should remember that good quality of engagement would lead to a viral effect. Thus automatically leading to increase in membership which is relevant to us and to whom we are relevant and bring value into their lives. This leads us onto 3 aspects namely:
Quantity [number of members]
Quality [right members that are relevant to brand]
Engagement Level [level of interaction and involvement]

For those who would be satisfied with numbers there is still a way out: Hence instead of the typical, usual number game how about using parameters like:
How many customers asked for more information
How many have been retained for over three months as your Tweeter followers
How many come to your main site / main blog
What was the conversion taking place in terms of sales
Number of features that the customers suggested and how many have we managed to implement
Number of hours in a week when we have interacted with the customers and created a result
Number of new qualitative customers
How many qualitative customers are being retained over three months
Number of repeat customers [same customer interacting intensely and participating more]
Number of viral effects that have taken place
Reduction in support costs
Number of new things that we discovered as consumer insight
Increase in Page Rank
Number of redemption taking place [if at all there is redemption coupon made available]
Number of back-links that you receive [qualitative back-links not just quantitative]

Add to this be sure to measure the qualitative aspect in terms of:
Satisfaction
Loyalty [retention and viral effect]
Engagement
Feedback

So it could be the mix of qualitative and quantitative matrix.

Add to all of the above factors is constant improvement. Having set the parameters we need to consistently check with reality of out individual case. Many a times we may set a lot of parameters that will not really make sense to an individual case for measuring. The parameters need to be in-sync with the feasibility of there being an output in terms of the brand, customer set, competition and category. It is not the case of same parameters fit all.

So we need to be very clear on how we want to measure the success of a Social Media Network Campaign.

What are your thoughts? Do join in.

Thursday, May 29, 2014

People Get Sued For Doing This OnLine - Social Media

People Get Sued For Doing This OnLine

Here is a situation:

Suppose You were browsing through a huge Retail Site and You come across a product that catches your desire and now you just cannot live without. So you buy it and eagerly await its arrival.

When it arrives, You rip it open and see it - and find it's ... terrible. Disappointed, you go back to the same WebSite and leave a Negative Review to warn others and also this way you are informing the Company and venting your anger. Perhaps you are hoping that the Product be replaced et al. 


You go along and share the same on your Social Media Platforms as well.

Now this is what can happen:
A few days later, you get a letter from a law firm representing the Product's manufacturer. It has decided your review constitutes defamation and libel. You can take down the review or you can show up in court.
The letter might even demand a small settlement fee for 
​'damages​'.​​


Be careful when you are OnLine. Do pass this message along so that people are cautious......


What is your take on this? Do you think the Company is right.....


Friday, May 2, 2014

Acquisition, Retention, And Building Loyalty In Social Media

​​
There are three important criteria while working on Social Media:
  • Acquisition
  • Retention
  • Building Loyalty
Acquisition:
This is the process of getting new people on-board. This is the phase where you bring in new Customers and Clients.
In order to get people on-board you will need to make a Business decision if you want to do aggressive marketing or have a subtle chronological effort. There are a couple of ways in which you could look at Acquisition:
  • Forums: Join the industry / category based Forums
    ​​
    . Forums have a good format of automatic giving your links in your signature. These are really good platforms if used properly. Do not spam.
  • Competitors: Many a times joining competitors is good. You know what the industry is doing. Please be extremely careful here. The idea is not to steal / pinch their Community Members. The idea is to give constructive discussions and add to the value that they are trying to give. You could join their Community on their Sites, join their Blogs, Join and add to their Facebook content, be on their Twitter and  LinkedIn.
  • Online Advertisements: The other way is to recommend to your Clients on giving out online advertisements. Facebook has an amazing concept of Sponsored Advertising and so on. Use these constructively. There is not much of money involved in the initial stages. What you need to know and do is target the advertisements in a correct manner by way of selecting the right Target Audience and their Target Market / Geography along with a message that will generate a desirable response. You can also look at online banner advertising and so on. These also can create new Customers and Clients. Online advertising can be have various formats to it. There are various sites offering various banner sizes and platforms. For instance you can have floating banners and so on.
  • Commenting: Commenting on various Blogs, Articles, Posts etc is a great way to encourage people into looking at you and your Links.
  • Offline Spread: Offline methods are also great to get you Clients and Customers. Advice your Clients to have your online Links on every document sent out. This could be envelopes, bills, invoices, advertisements, hoardings, tv, radio, visiting cards, letter heads and so on.
  • Software Templates: Have templates created for Emails and other software like Microsoft Word documents and so on containing the Online Links.
  • Reference And Endorsement: There is another method to get new Clients and Customers: This is the referral and endorsement system. If you have done satisfactory work with your ongoing Customers and Clients then there is a huge chance of them recommending you to their Network. If this takes place there is nothing better. However when you do get new Business from your existing Business sources you have a greater responsibility. People recommending others are putting their reputation to test as well. If you fail then they will be displeased as well. So be careful here.
  • More From Existing Clients And Customers: Additionally if your existing Clients and Customers are happy then they in turn will give you more business, your scope of work  will be increased.
  • QR Codes: With the help of QR Codes you can make a long URL printed in the offline world easy to connect with you
    r ​
    Social Media Page. 
These are few of the ways in which you could look at Acquisition.

Retention:
This is the process of maintaining the existing Clients and Customers. After you get Clients and Customers you need to deliver to them the desired results. There is a lot that goes into delivering the right results at the right time and at the right price. There are a couple of tips that you could use so that you can retain your Social Media Community:

  • Privileged Feeling: You need to give your Clients and Customers a feeling of being privileged. 
    • This could be done by giving them great discounts and sales information
      ​​
      .
    • You could let them have the first peek at new launches.
    • Let them be the first to know what is taking place behind the scenes.
    • If you are managing Celebrity then let them have a chance to connect with your Celebrity.
    • If there is a new announcement that you will 
      ​be ​
      coming out with let your Community know first.
  • Belonging Feeling: Let your Customers and Clients get the feeling of belonging to your Inner Circle. 
    • Encourage them to speak and to share. 
    • Let them know that they are a part of your Family. 
    • Let them share their experience with your product. 
    • Appreciate a good comment. Make it a point to address a negative remark.
  • Share information that can help them. See when and on what do they re-act. 
  • Monitor and check on feedback. 
  • Listen in to what they are talking. Add if you can deliver value. 
These are few of the ways in which you could look at Retention.

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Building Loyalty:
If you have managed to retain your Clients and Customers well then getting them to be a little more attached and loyal to you / your Brand or Business should not be a far away dream. Building Loyalty is a life long process. It is a feeling that people have towards your Brand or Business. Loyalty is not a destination; in the sense you cannot really say that you have attained Loyal Clients and Customers so there is nothing else to be done. Anything going down on the Retention graph directly hampers your Loyalty graph.

What are your points to build on Acquisition, Retention and Loyalty.



I work as Freelance Social Media Network Online Professional. My Business Page is on Facebook at:  http://www.facebook.com/pervarakapadia Do join me.

Tuesday, April 8, 2014

How To Tackle Negative Comments While Managing Community In Social Media


Hi Folks, do you work as an Online Community Manager? Do you often receive the negative remarks of some person whom you have not known in a long time? Well you do not have to be a community member to receive negative feedback / response or a comment. You could have subscribed to a site and there you have someone creating a high noise level. You may not know this person. The only connection between you and this person is the Page / Site that you both are on. While sometime the comments 'may' not be 'useful', other times certain comments are necessary to be heard and addressed to. 

When the comments are directly towards you at a personal level you may tend to re-act a little more strongly. When it is towards your business or brand then you at first step try to plan but yet could have a strong urge to re-act. 

There are couple of reasons why people react negatively. Before we re-act to negative comments we need to have a basic understanding towards the human mind set. 

People face different situations in their daily life and this they interpret with their own individual understanding and thus portray certain attitudes and traits and thereby a particular behavior takes place. Before we re-act we need to take a step back. We need to realize that each person comes with some background / situation / circumstances in life. Yes, this is very easily said than done. However we need to try and step back. Many a times a person voices negative remarks within the online space is because they feel maybe this way you will at-least adhere to what they are sharing and quickly work towards solution. Perhaps they have been given the feeling of not being heard otherwise. They could also be voicing - just so that they feel they are heard. For some it is a good ego boost.

There are a couple of ways in which one should re-act or rather let me say 'address' negative comments. 

Weigh the comments first: 
Re-read, try to listen to what the person has actually been driving towards, what is being referred to and mentioned, rather than what is being read by you. Read between the lines. There would be aggressive words and tone of voice however beneath this is the person trying to share with you that they are quite troubled and fed - up with a certain aspect / reason to comment. See if in the first place the comment is to be addressed. Try to move your anger and aggression out.  Is this person justified in what they have shared and voiced?

Do not make each response public:
Just because the person has made their comments publicly towards you or your brand or your business it does not mean and is not necessary to re-act in a same public manner. Sometimes connecting with this person on a one to one basis could be helpful. Yes one could feel that 'others may think i am a coward' and so on. Let us not be hampered by our own uncertainties, as there is already the commentator in a not so good state of mind. By going public we could unnecessarily make a situation ugly. Remember you are judged by what you do and not do. If the person is a regular aggressive commentator people will realize. You do not have to degrade yourself. 

Not to re-act:
Sometimes senseless rantings need to not be addressed at all. Yes you need not comment and start to get into a dialogue with each comment; while this is being said it should be very clear that you should be noticing, listening to each comment and would be having a logical reasoning as to why you do not re-act to certain comments at all. Silence speaks. It is just like the case of pen being mightier than the sword. Silence speaks a thousand words. So be very careful when you choose to silence yourself with respect to some comments. Definitely if it is a feedback please do not get into a silence mode. Yes if it is some comment that has just intercepted into an ongoing conversation in a aggressive manner then perhaps silence towards that comment could be justified.  

Accept the problem:
If the person is correct in what they have shared then you need to accept this case. However please do not make each bad remark into an apology. In the sense if some third person comes to that particular page they should not find a string of only apologies. I have seen this in cases of certain brands. You may go on Twitter and check that these are full of a sentence that goes as 'we are sorry to hear this, can you please send your email id or contact number so we can contact you'. While this is good customer service it may not be the right engagement in the online space. It so happens that wherever you scroll on this page this sentence seems to have been the template for all cases. The acceptance can be on a one to one basis as well. 

Be in-sync with your brand:
If the person whom you would be addressing is a online contact alone; who does not know you personally / professionally and whom you may also not know this persons only see and perceives you in the manner in which you react within the online space. Lets be clear that your personality is constantly being portrayed and comprehended by what actions you do and not do. It is critical that you have a planned brand personality within your system. How should you re-act should be driven by the brand personality. It is also essential that you have an escalation matrix within your system. And all concerned are aware of this. The reason being is that you finally need to deliver what you are mentioning online.

In Conclusion:
Be consistent with your brand image. Have a planned escalation matrix. Remember online material many a times cannot be deleted from the mind. Think before reacting. Consider and listen clearly. Move out the negatives wording see between the lines and listen in to what is being said, get an understanding of why it being said rather than concentrating on the how / the words being used.Please be empathetic. 

Do share in your parameters and caution points as well. Do join in here.