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Influence and Impact: Social Media Driving Change

in India
Advancements and globalization of digital platforms and social media
technologies is empowering people across the globe to participate,
and share content online. India has experienced technology as a
vehicle in aiding social change through social media. The growth of
social media outlets is changing behaviors, perceptions, and attitudes
as the ease and growth of online social technologies induce audiences
to become digital activists; changing user behavior from passive to
active, non-participatory to avid participation, and enabling users with
a voice that was otherwise unknown or untapped. The power of social
media and its impacts on individuals, businesses, and society in India
has provided an equal opportunity to voice thoughts, opinions, and
share information. The increase of usage and ease of entry provides
an attractive interface for anyone to become a creator or advocate of
information and ideas by using blogs, micro-blogs, social sharing, and
networking sites.

C ATEGO R IES
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TW ITTER
o via @Gre ggR apaport: Update
from Am ste rdam : m ost popular
social ne twork s in the
Ne the rlands are Hyve s, Link e dIn
and MSN Space s. 6 ye ars ago
o via @se barre tt01: Dance party
USA m e m be rs, che ck out

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"Mone y in m y Pock e t" on

YouTube . Miss y'all - Shan &
Ste ph http://snurl.com /qdwgs
6 ye ars ago
o via @ste phanie inDC :
Pre se ntations rock e d. And we
rock e d out on table s late r that
night! Thank s to all for the
wonde rful tim e . ^SO
6 ye ars ago
o via @JTitus: Final
pre se ntations! Go @globalcc
classm ate s! W O O T! 6 ye ars ago
o via @qhphoto: Paolo Nagari
pre se nts Inte rcultural
Inte llige nce for busine ss trave l
at @O gilvyPR London
http://www.inte rculturalgro...
@pa ... 6 ye ars ago
o via @qhphoto: Are you a ne w
Face book Lite . Be ta te ste r? How
doe s it look ? R e ply.
http://bit.ly/R Q 9VP 6 ye ars ago

Social Media for Peer to Peer: The popularity of social networks has
created a new trend of social sharing where individuals can
recommend to groups of people products, services, information and
ideas. The online peer-influence factor virally spreads as visible
feedback channels engage, encourage and promote peers to be more
participative and interact. Its no surprise that micro-blogging sites like
Twitter share the breaking news faster than the traditional media
channels, as more and more people are using it not only for live
streaming of their personal events but most importantly as an
information sharing medium and a collective knowledge sharing
channel with other people across the world.

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o via @qhphoto: From :

@nytim e sAdve rtise rs paying u to
twe e tBits: Twe e ting for Dollars
http://bit.ly/fL0gU 6 ye ars ago
o via @rohitbhargava: Gre at
dinne r with a fe w stude nts at
Sim ply Indian - the 1st place
I've se e n Vanilla Lassi on the
m e nu. Mango is stil ...
6 ye ars ago
o via @MoritzW ashdc: social
m e dia and how re ute rs use s it
http://www.journalism .co.uk /2/ar
ticle s/534361.php 6 ye ars ago
o via @rohitbhargava: Look s
lik e m ost e ve ryone is in London

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Social Media for Business to Consumer: For brands and marketers,

social media introduces both opportunities and challenges. Brands are
now able to listen to and address both compliments and complaints
made by fellow or future consumers enabling the brand or marketer to
respond to and interact with the public. In India, eight out of 10
people from urban areas who buy cars use the internet to search for
information on brands and products before making a purchase. A major
driver for businesses to use the social media marketing is the low-cost
model compared to traditional marketing channels. Predictions for
Business to Consumer marketing via social media in India indicates
that more marketers will be adopting social media strategies as a new
marketing medium and engagement channel to interact with current
and prospective consumers. For businesses in India, monitoring social
interaction behaviors, brand reputation, and current and prospective
consumer expectations will help the company to build long-term
relationships, create loyal communities of brand advocates, and
engage in a dialogue with people interested in the product, brand, or
service.
Social Media for Social Change: Social media has empowered people
in Indian society to spread perspectives on social causes and change,
participation in digital activisms, and support and information sharing in
crisis situations. Cultural adoption and availability/understanding of
technology prove to be an obstacle for many in underdeveloped areas
of India.
Social Media and Behavior: The increase in the use of social media
sites will allow for researchers to observe the behaviors of the
population engaging in social media. Understanding behaviors will
allow for researchers and businesses to track behavioral change
patterns, market trends, content consumption patterns, and social
changes through technology. Through better placement of
advertisements to targeted audiences, monitoring behaviors via social
media will help companies reduce the total number of ads served for
the same or better result, thus reducing costs. In addition, through
web analytics and modeling derived from website user behavior
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lik e m ost e ve ryone is in London

now - look ing forward to our
m e e tup tonight at 6pm !
6 ye ars ago

C O MMENTS
R ohit Bhargava on The
Mone y Dont Me an a

jtitus15 on Just Dance

JTitus on Just Dance

R ohit Bhargava on
Em powe r Your C itize ns to
Brand
He athe r Love tt on
C hinAm e rica?

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companies will be able to translate the data into actionable business

intelligence that can be implemented to deliver better results.
Predictions for Social Media in India:
Text- Based Social Media: Mobile text and application capabilities,
such as SMS and Twitter, are becoming more affordable and available,
thus adoption of mobile social networking across India increasing.
Subscriber growth in India will continue, driven by rural expansion,
entry of newer operators, 3G and cheaper handsets. Flat-rate data
plans will also accelerate the use of mobile media. InformationWeek
has projected a significant transformation in Media, Technology &
Telecommunications over the next 10 years because of Wireless Social
Networking Revolution. Technology, Media & Telecom represents
approximately 5% of global GDP, and with the growing population in
India, Indians are expected to have a better chance of capitalizing on
developing social media mobile trends.
Citizen Journalism : The power of citizen journalism became ever
so present during the 2008 Mumbai terror attacks. Indian media has
been increasingly willing to integrate citizen journalism in its news
coverage and India is expected to see a continuation of these trends
throughout 2009.
Indian General Elections: Social media, online and mobile, will serve
as an inflection point in the general elections in India. Interaction with
the younger generations in India has launched a popularity and
engagement to get out the vote. Specifically, Twitter and other
mobile based applications will play an important role in future general
elections, both in the campaigning and in the coverage of the
elections.
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This entry was posted on Monday, July 6th, 2009 at 5:24 pm and is filed
under India. You can follow any responses to this entry through the RSS
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Next Post

5 Responses to Influence and Impact: Social Media Driving Change

in India
Rohit Bhargava says:
July 13, 2009 at 4:10 pm
Nice look at social medias potential power in driving change in India.
Your post raises many good points about the potential for social media
and breaks it down into what the key opportunities are that you see in
using these tools. This post demonstrates a nice overview and
compilation, though at times it is easy to get the sense that you are
sharing thoughts and analysis that could apply to any region and not
necessarily specifically to India. To get past this perception, you may
need to focus more on specific case studies or examples to prove your
point. In this post, though you do have examples, most are mentioned in
passing when greater detail could really allow you to make your point
more strongly. (3)
Reply

Shannon Barrett says:

July 17, 2009 at 12:04 pm
I really like how you broke social media into a number of different
categories, especially Social Media and Behavior. I found that section
especially interesting because it highlighted a different way to look at
social media i.e. instead of looking at traditional (as traditional as they
can be in a new media environment) social media statistics, which are
sometimes misleading, you showcased the importance of monitoring
behavioral trends which is a proven and valuable way to segment
audiences. I also thought that section was insightful because you
mentioned actionable business intelligence, which can translate not only
into successful communication strategies, but can contribute to overall

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business success. Rather than creating a communications plan that is

retrofitted to achieve goals in India, companies should use this data when
first creating principles that are directly linked to the business model. All
in all, I thought this showed a holistic approach to how business can and
should operate.
Reply

paulfbove says:
July 19, 2009 at 3:28 am
Im glad that you brought up C itizen Journalism in this post. The 2008
Mumbai terror attacks certainly did allow the world to view the attacks in
a whole new, real-time light. As you stated, these trends will continue to
grow. And theyll likely grow in India and worldwide. Additionally, citizen
journalism will likely get even bigger over time as technology gains pace
with worldwide populations. Good insights and research.
Reply

kstel2 says:
July 20, 2009 at 3:49 pm
Great Post. I was particularly interested in the Social Behaviors of Indians
and how it relates to social media. It makes me wonder if our day to day
behaviors dictate the type of social media Indians are attrached to using
online.
Reply

aberdeen university says:

July 27, 2009 at 11:35 am
its really good i have gone through useful to me and i like to share
somethings to you what i have seen from one sites its really very good
aboard education in aberdeen university in united kingdom in northeast

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costal scotland.
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