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  • Interesting observation! I fully agree. There is no tool specific strategy. Cool ideas when executed using appropriate tools, make a difference!

  • @simple_sy

    I’m sure there are bigger objectives being set, and asked for by client from social media currently. Agencies who treat SM as a part of a larger integrated plan (with broadcast advertising, brand comm, PR, guerrilla and dealership/foodchain-driven communication) are the ones who can hope to claim to be apt at meeting bigger objectives. SM alone with indipendent objectives can only do so much. And the integration seldom starts with SM. SM helps the campaign percolate deeply and effectively to the audience – infact more effectively than vernacular and broadcast in some cases. So the most ambitious objective that stand-alone SM agencies can hope to achieve is to ensure brand comm reaches masses. For most real cases, in India and abroad, SM is still a accessory and not the center of marketing objectives – mostly gimmicky, hardly directly pushing sales, and still justifying numbers.

  • Bang on the target “Social media did 2 things to this scenario â?? it added permanence to the age-old word-of-mouth and removed time out of the equation. Second, it allowed for massive scaling up of conversation-style one-to-one, one-to-many and many-to-many communication online.” …. Great insights and analysis..

  • Excellently articulated Karthik. You might already know I agree with you. 🙂 The only other point thats usually lost on most is that social crm is not the same as online crm; and though social media monitoring, community, crowdsourcing, etc. contribute to social crm these individual tools are not social crm. social crm operates at that business level that you have mentioned. I am going to refer people to this post for quite some time. 😉