AdAsia 2011: Re-discovering source of sharing through social media
Till some years ago, chat rooms were ‘the’ social networking platforms. Today, it is Twitter and Facebook. So where will netizens move to from here? This was discussed at length by a panel comprising Kate Day, Arvind Rajan and Earl Wilkinson, and moderated by Rishad Tobaccowala.
From Chat Rooms to Twitter….what next – was what was discussed at this session. Moderated by Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi, the speakers were – Kate Day, Communication Editor, Daily Telegraph Online; Arvind Rajan, Managing Director & Vice President, Asia Pacific and Japan, LinkedIn; and Earl Wilkinson, Executive Director and CEO, INMA.
Where will the netizens move – today it is Twitter and Facebook, tomorrow what? Will the mobile phone be the next micro-blogging device? It was the question of brands and how they can engage users. Katy Day expressed the fact that, “We end with different voices for consumers, but they want answers” and added, “challenge your own assumptions to keep challenging them.”
Arvind Rajan pointed out, “In today’s world, there are three major players, but the audience is the same. There’s Facebook, Twitter, LinkedIn, but what you do in each is different.” He went to elaborate, “In the last 2-3 years, social media entered ‘brave new world’. You’ve got to have credibility, and social media can do that.”
Earl Wilkinson spoke about the “power of sharing” and referred to a study on the psychology of sharing.
The moderator, Rishad Tobaccowala said, “In the olden days, there was word-of-mouth but it did not scale, however, today it does. If you put up something on peoples’ network, through Twitter you can reach out to more people.”
Katy Day spoke about the “risks and benefits of community with people out there”. She added, “One of the best things about my job is that I feel I’m the representative. If you can create the club, that sense of belonging, then you can build a loyal audience.” Wilkinson emphasised, “Through social media, we are re-discovering our source of sharing.” “Arm people with information, it’s time to get started,” urged Rajan, while Day expressed the fact that, “Good journalists are those that are good with social network.”
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