Twitter is the latest brand wagon marketers in India (and elsewhere) are jumping onto. The lure of “free media” as well as stories of how brands (such as Dell) have actually generated sales via Twitter seem to be driving the craze.
But most marketers forget a basic fundamental of social media: It’s not about the media, and it’s not about marketing. All it’s really about is being “social” and giving your brand a face, while keeping in mind that not all [...]

Social media has enabled brands to become more human than ever before. Community managers are Facebooking and tweeting on behalf of their brands, and the good ones embody the brand’s essential characteristics and tone.
It’s pretty cool stuff, and a real development in the history of branding.
With the increase in marketing-focused social media, we need new ways to measure the strength of a brand’s social media activity. Since brands are acting a whole lot more like people, it seems worthwhile to [...]

Twitter was the next new thing, but it isn’t anymore. And that is going to change the way people behave on the platform.
Until now, users have tried to understand the platform by exploring it, in the process following brands and people whom under normal circumstances they may have not. The behavioural norm on Twitter has been to follow someone when they followed you. This has had a benefit: an increase in the number of an individual’s followers, which for a [...]

Originally posted on lifestory2010.com.
Health-care professionals’ adoption and use of digital channels has been outpacing even that of health-care consumers over the past 12 to 18 months, and for a growing number of physicians, the Internet is quickly becoming their preferred resource for both education and promotional content.
Use in the clinical setting is growing, and now digital channels, whether websites, eDetailing or mobile content, are becoming part of physicians’ routine before, during and after patient consultations to find information and complete [...]

You can have all the bandwidth in the world, a site loaded with bells and whistles, apps that run on every new platform—but that’s no guarantee of social media success. This point was brought home to me at the Internet Marketing Summit in London last week, during a presentation given by Andrew Gerrard, a social and digital media strategist at d-marketing.
The No. 1 social media tool companies should invest in is their people.
By now, we all know the buzzwords of [...]