27 May 2010

Social Media – A Boon or a Bane

Social Media – A Boon or a Bane

Are you on Facebook, twitter? Oh I forgot and how about LinkedIn? Well these are some typical questions which we get to hear these days. When we meet someone, before taking their contact we usually ask them for their e-mail id’s and well it’s assumed that they would be on one of these social networking sites or may be on all of them. Hmm interesting indeed. Isn’t it? Commonly known as the Web 2.0, these sites are not just a rage amongst the youngsters but it’s surprising to see how people from all walks of life are taking fancy to social media tools.

Interestingly enough, while for some, these remain to be a mere tool or a means to connect with friends, for many it is an extension of their personality. Parallels can also be drawn how enterprises use these social media tools – while some imbibe the ethos of customer driven marketing, for others it fails to feature or qualify as an integral part of their IMC programme.

Social media is considered to be an offspring of promotion mix. The advent of social media on the internet has made it possible for a person to communicate about his products & the company that provides the same to a mass of people. It helps the companies to talk to their consumers directly thereby unlocking the secrets of consumer perception and buying behaviour. At the same time it enables the customers to talk directly to one another. But this lies in contrast to the integrated marketing communications epitome whereby a high degree of control is present unlike in social media marketing where there is no control over the frequency and content of conversation amongst the consumers. Thus the managers need to keep the vision and mission of their company in mind and evolve the consumer discussion around it.

Social media tools are not just used for marketing but companies are making a judicious use of this tool for recruiting people as well. According to a survey it is observed that 45% of employers use Facebook/twitter to screen job candidates. Recruiters feel that hiring people through Twitter, Facebook, LinkedIn is a lot easier than doing the same through job boards etc. If there is a vacancy in a company, it simply tweets about it and the job is done! Within a few days only one would be able 2 decide upon the candidate.

It’s surprising to see how much we are dependent on these sites from Hiring people, marketing products to communicating our views to the world outside, having discussions, making reservations for dining, and the list goes on. The latest here would be to address complaints to the Delhi Traffic Police on facebook (http://bit.ly/bI3Amn)! With internet enabled portable devices, information is available on the move and it makes it easier to be connected from anywhere.

On one hand, the Web 2.O sites have proved to be very useful for people from all walks of life but at the same time I (and many others) believe that they are making people less emotionally attached to each other. I’m sure most of you who are reading this post will agree. Isn’t that true that back in time we used so much use of the landlines, then came the cell phones and now internet through cell phones. In this fast moving life, no one’s got the time to spare on the phone but surprisingly enough people tend to connect through facebook, twitter, orkut etc. Isn’t that making you less emotionally attached to your peers? Don’t you think instead of writing on your friend’s wall on facebook, it’s a good idea to call them up? It does not really take much of an effort though. Do you expect birthday calls anymore right at 12am, or do you just open up facebook and other such sites to see the whole list of wishes? I guess the latter would be true in most of the cases for this generation. Then how do you think these sites are doing any good to you when you can’t even feel that bond with your near and dear ones?

Succinctly put, although Web 2.O sites have been a very effective tool of communication, it has made a lasting (read negative) impact on our lifestyles. It has given rise to a new cult which is here to stay! Think about it, most of us have the time to tweet, but make no efforts to meet?

My 2c worth!

The article was first published on ancitasatija.blogspot.com



Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.

Rony Thomas, Head of Communications, Amazon


Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.

Rajesh Kumar Jindal, Vice President, Head of Marketing, SAP


Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.

Abhilasha Padhy, Communications Manager, Google


Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.

Rishi Seth, Group CEO, Cohn & Wolfe Six Degrees


PR professional, blogger, digital enthusiast. Driven, hardworking and result oriented, Ankita is always game to take up new challenges. Energetic and efficient, trust her to get things done. With keen interest in digital marketing she has been involved in various integrated comms campaigns and delivered successfully.

Cijo Mathew, General Manager, 20:20 MSL


Ancita is one of the most dependable people I have ever come across. She is diligent, attentive and sharp which makes her a great asset for the team as well as clients. Within few years in PR, Ancita managed to build great media relations and helped her team crack some of the best stories. She is a great team player

Priyank Dubey, Communications Lead, ESPN


Ancita and I have been working closely for 4 years now & it has been an inspiring journey thus far. It has been amazing to see her transformation from an curious social media learner to a professional digital media expert. Her knack for the understanding the digital landscape is special. While she certainly is an expert in various aspects of digital marketing but her initiative "SocialPowWow" has been really impressive. Today it's one of the most popular Twitter chats in India. She is great human being, hard worker & thinker. Her infectious smile can be an asset in any work environment. Wishing her all the success in any endeavours she chooses for herself.

Nitin Bhatia, Managing Director, Meltwater


A dedicated, smart and media savvy publicist. Her sound understanding about the real estate business and clarity of thought makes her a go-to person for all communication queries. Strong command over english language and a collaborative team player makes her a best fit for a challenging role. I highly recommend her for a profile that requires a go-getter, passionate, dedicated, knowledgeable and intelligent person.

Nikhil Savio Gutal, Deputy Manager, Marketing & Communication, Cushman & Wakefield


Ankita was one of the most diligent and hardworking students in our batch. There's a lot to learn from her, esp. her sense of punctuality, sincerity and work efficiency. It really was a lot of fun being together in the same class during our post graduation programme. I wish her good luck for all her future endeavours.

Sayani Bagchi, Area Sales Manager, Britannia Industries Limited


Ancita is an extremely dedicated resource and a great value add for an organization. Her attention to detail, intelligence and proactive approach has always delighted the people she works with and the clients she services. Ancita is absolutely great with digital media and gives creative, yet practical ideas. I wish her all the best for future!

Shreya Sabharwal, Vice President, Ernst & Young


Ancita has been a valued colleague at Six Degrees. She's focused and dedicated at work and brings in fresh thinking and approaches to mandates that she's entrusted with. Equally importantly she's a stickler for details and micro-manages things till the work gets done!

Rahul Mishra, General Manager, Cohn & Wolfe India


Ancita is a thorough professional who is particular about deadlines and quality of work. You can always bank upon Ancita on any work that is on her task list. A proactive individual who not only pushes herself but her team too.

Siddharth Kumar, Deputy General Manager, Cohn & Wolfe India


Ancita is a thorough professional and absolutely meticulous with her work. She took a lead in Digital when it was the upcoming hottest trend and that is commendable. Always ready to pitch in with ideas on a campaign,love her energy. She is and will be an asset to any organization that she chooses to be associated with. It has been a pleasure working with her here.

Pooja Poddar Jain, Account Director, Cohn & Wolfe Six Degrees


Ancita is very good in her craft of digital PR and comes with sound knowledge on digital. She is a great team player and has shown great capabilities to lead any team project. She is a great colleague, it has always been a pleasure to work with her and is very easy to work with.

Shalini Gunashekar, Associate Account Director, Cohn & Wolfe Six Degrees


SocialPowWow chat is one of the most innovative conversations involving small businesses and thought leaders. Ancita deserves a lot of credit for being the go-getter in bringing everyone together.

Cheval John, Founder & CEO, VallanoMedia, LLC, Houston


I'm impressed and inspired by Ancita Satija for creating an initiative as cool as SocialPowWow and making it a movement. How many young professionals go above and beyond to make a mark and leave a legacy? Ancita has set an example for others to follow. I am sure this weekly tweet chat will grow to become much more than just a chat.

Amith Prabhu, Founding Dean @SCoReInd, CoFounder @PRAXISInd & @PRomiseFdn


SocialPowWow is one of those must attend twitter chats like #TwitterSmarter #Hootchat #MediaChat with vibrant, engaged communities discussing relevant & trending topics on social media and with a smart and friendly host like Ancita!

Zen Yinger, CEO, ZenSocial, North Carolina


Congratulations #SocialPowWow for completing two years. You have always been amazing in getting interesting people to exchange views on interesting and relevant topics. You are the platform that brings out-of-the-box minds together across the globe in the world of clatter. Stay there with us -- as a friend, as a trend spotter, and stay relevant. Wishes for many more.

Sounak Mitra, Associate Editor @moneycontrolcom


I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.

Thimah Hameed, Vice President - Regional Digital Strategy Marketing Lead, DBS Bank