Suhel Seth at Kailashnath Adhikari, MD, Governance Now

New Delhi: Where social media has made the world more egalitarian, democratic, egalitarian and anonymous, it also lacks filters, allowing posts to be massively amplified. More and more people are engaged in various forms of post-pandemic social media. It is used to buy and sell goods, carry out transactions, collect information, their absorption as well as information sharing.

However, sounding a word of warning, columnist and businessman Suhel Seth says social media is also used to spread fake news and lies and needs verification websites are needed for. facts to prevent potential dangers.

“The danger is that a lot of things on social media end up being fake, which is called fake news. The ability for people to sift through what is right and what is not necessary to be fine-tuned. We need fact checkers and available sites that tell people what is true and what is not. Unless we have that there is also the danger of a herd mentality where people start to believe what is not true and they amplify it so much that they start to believe that what is not true. is not true is true and it is very dangerous.

He was in conversation with Kailashnath Adhikari, MD, Governance Now, as part of the Visionary Talk series hosted by the Governance and Public Policy Analysis Platform.

Seth, founder and managing partner of consultancy firm Counselage India, said that today social media allows you to show and share what you are doing with audio and video features. He said businesses should use social media for 3 things: communication, corporate responsibility and handling complaints. “… Now businesses think that if they respond to complaints, that means they are submitting them. But the point is, more and more brands are now the subject of complaints on social media… and smart companies are the ones who respond immediately to complaints. Fighting cancer in the bud, otherwise more and more companies will fall prey to it ”.

On the flip side, he said that many business CEOs are also on Twitter doing remarkable things that get attention. “Social media has a positive side, but it needs to be checked, calibrated and monitored … and it’s all in the hands of the user,” he said.

Seth also said that the traditional methodology of public relations (public relations) has changed due to the way people receive information and news in real time today.

“PR used to be about whining and dining journalists, spreading stories… it’s all gone because people are available to pressure. People with diverse views can access media platforms or tools and share the truth.

Speaking on the debates on the news channels, he said: “The art of conversation and carefully analyzed thoughtful discussions on the channels are gone. “What we’re seeing is a Breaking News rush … it’s more about breaking heads than breaking news.”

On the media doing their own tests, he said: “The consumer is not a jerk, she is your wife. The consumer will leave room for maneuver, but when he realizes that the water has touched his nose or eyes, he will disappear. News and media brands need to be very aware of the breaking point. What can be worse is not believing in a brand that is trying to engage with you.

When asked about the different brands adopting different modes of communication and what has changed, he said, after the pandemic, he said, brands have become more aware that social media can be consumed by a very small percentage of user populations but with a large number of influencer populations .. “.. and this can have repercussions .. the dangers of things going wrong on social media are pretty high. “

In addition, he said people are recognizing the fact that today more and more people who use and consume social media have tools not only to influence but also to force a narrative. Giving the example of announcements from Tanishq, Sabyasachi Mangalsutra, Dabur Karwa Chauth among many others that had to be withdrawn after public outrage, he said, we have seen how companies that have used some symbols in their ads and had to remove those ads because of the pressure on them was unreal, unbelievable. ”…. Having said that, it shows the raw power of social media and also shows the ability of social media to be misused.

He said brand building has changed dramatically over the years because the competition in each category has increased almost 12 to 14 times. In addition to investing money, today you need to invest in product information and, most importantly, use whatever is available; technology for better manufacturing, more responsible (green) manufacturing, and also supply to the end user.

“Today, e-commerce delivers it wherever you want. You not only create the product and advertise the brand, but you also care about the logistics. It is a much more complex exercise. In addition, due to competition from e-commerce, margins are under pressure. So, you make money through constant reinvention, reengineering and re-imagining.

When asked if brands can be built without having substance, he said, brands are all about benefits. If the brand does not have the advantages that the consumer needs. “Brands must have tangible and intangible benefits. You can never have hollow or shallow marks. Brands need to have substance.

DISCLAIMER: “This is a feature sponsored and provided by Governance Now. “