Social netwroking is a blind date that needs precaution

Jan 22, 2010

As if a Facebook status update or a Tweet with bad language, half baked perspective and ignorant rant was not enough. One of the recent relationship invites make me wonder whether social media is the new haven for all the disgruntled souls. I can conveniently ignore the overt advertisements inviting blind dates on various networking sites, but am clueless with some weird, strange quirks that let you into places you aren’t supposed to go. How can one fall in love with me just over couple of days of online friendship? It seems organized criminals are using one’s personal information shared on social networking sites in increasingly sophisticated ways to target victims.
Social media even without these gangs can never be a safe zone in a society where conflict resolution is more about compromising than collaborating. I often come across peculiar thought process that seem to shout at your face- “I don’t like your status updates/tweets anymore, not because your or mine literary tastes or social concerns have suddenly changed. My grouse is more with your snub to the common friend in the network who is more close to me.” All this makes me wonder whether we need a primary school of social networking to remind us that we are grown ups now. It is true that social networking is also about community building. But this close knit bonding for the right reasons often turn into wrong reasons when there is an element of subtle lobbying in the process. 
In a free virtual world with no guidelines or regulations, we are getting used to see something online that makes us mad, find something offensive online repetitively nowadays. Bad language, cuss words, half-baked perspective, ignorant rant and much more that often gets to the nerves to react. Somehow I am learning to live with this reality that very much like the real life; problem with opinion online is that everyone has it. Perhaps even Lord Keene could not anticipate that in days to come everybody will be an expert on everything.
For a person like me with firm grounding in conventional means of communication, the conscious decision to switch to new online vehicles—Twitter, LinkedIn, Facebook was not based on its decency level any way. The experience of close friends over Orkoot was enough to suggest how a networking site can be a catalyst to behavior pattern shift in a virtual world. But then it was a need to take the clients’ presence to the new age tools. Something that Track2Media Consulting has done quite successfully over the last couple of years.
Over a period of time I started realizing the need of this necessary evil called social media, both at a personal and professional level. I have written extensively over the pros and cons of networking over the medium. I also keep telling the students of mass communication, with whom I interact as guest faculty in some institutes and universities that it is a necessary evil. Precaution is a must if you want to play safe. 
Professionally as a brand communication expert and as an activist at personal level, my caustic, sarcastic and angry response is often not in sync with the opportunity cost of ignoring it. I often allow myself to get offended and outraged, and the activist in me just can’t resist giving it back to the offence. Though, of late, I have started questioning myself whether the person has been worth my reaction. Has my reaction only given him credibility? Still by and large I don’t care for the cost-benefit analysis of my reputation in a world where, as they say, those who matter don’t mind and those who mind don’t matter. Social media is big enough for all kinds of characters to stay and engage.
After all, social media is like a blind date. You can only wish that she turns out to be a hot chick. On your part you get your basics right and arrive in style in a blind date. Again you can only hope this date with hot chick doesn’t get goofed up. But if the prayers are not answered, who cares. And who would like to carry the blind date analogy to its logical, ridiculous extreme? If the conversation online is not right, or if the other person carries a placard suggesting he/she is the best, you just communicate for a while and walk your way, without any plans of engaging yourself.
I treat my online relationship in a similar way, and any interaction beyond this is always a slow and steady process. Handling a relationship is fragile and nurturing the respect takes its own time and judgment. It hardly matters if my friends’ list changes completely over a period of time, particularly in the event of failure to agree to disagree. As a matter of principle in my now almost two years of social & professional networking online, I have never asked someone for personal information. I have exchanged phone numbers only when regular online interaction has led to some common meeting grounds and the other person feels like connecting with me at a personal or professional level.
I have also never asked a virtual friend of the opposite sex to show me her real picture as to how she looks like. I have also never removed someone from the friends list just because her real face is not visible on the site. I have rather respected the individual choice of the person to be there online the way she wants to be. Her decision to keep anonymous might be guided by her desire to play safe in a world where photographs of even celebrities are morphed with nude pictures nowadays. Who am I to intrude into someone’s safety zones, just because she added me as a friend? For me these personal details matter if we become close enough to think of meeting outside the virtual zones. But such friendships are few and far between.
In general I am nowadays careful with who my friends are; they could turn out to be my worst enemies. There are some wonderful people whom I have met online and with whom I have interacted and built a relationship. However, there are also other people who misrepresent who they are and what their intentions are. In order to be safe, some of my female friends don’t put their real pix and personal details to be known to all. After all, they need to be constantly cognizant about who they trust and what they divulge online. It is important not to trust online connections before building a strong and solid foundation in the relationship.
Being safe in the world of social media is a choice that should not offend genuine people in the friend list at all. We have the example of Steve Boggan who discovered about the past life of his girlfriend of 12 years, Suzanne Halam, just by using the internet. It took just one hour for internet experts to find out almost every private detail of this woman's life. That includes her friends, education, embarrassing pictures, former boyfriends and long-forgotten relatives.
This happened because, in common with millions of people in Britain, Suzanne was using the social networking sites Facebook and Friends Reunited, and had signed up to the business networking site LinkedIn and Flickr, the photo-sharing website. Armed with this information, criminals could have also used her identity to commit fraud or resurrect minute details of her past, her movements and friendships to lure her into scams or even dangerous liaisons. It could have been used to con her into revealing her bank details and credit card numbers.
After all, even the CEO of Google, Eric Schmidt, a man not known for worrying about internet surfers’ privacy, suggested recently that young people might want to change their identities in the future in order to separate themselves from a past lived too openly on the internet.
The relationship invite that I received was thoroughly investigated by my e-sister (I found this kiddo online). She found objectionable stuff over there and hence asked me to block it. But I realized how these criminal gangs are carefully fishing for victims online. In the past, they would have sent out thousands and thousands of spam emails in a scattergun fashion — and many still do. These are called phishing scams where you are awarded millions of $ for having used the email. Some of them invite fake requests from banks asking people to confirm their account details, passwords and so on. The hope is that, once in a while, someone would be silly enough to reply.
Fortunately, I was not silly, will never be so. A love affair over couple of days of online friendship? Oh! Give me a break. Instinctively I am now addicted with social media and professionally it has benefitted me as well. Therefore, it is no longer a matter of choice to stay connected, but the need as well. However, being less than couple of years old on the social networking sites, I am fast learning the nuances of the medium. I hope the learning curve makes me careful in selection of friends/contacts in future, benefits Track2Media Consulting in its business and goads the mass communication students in the right direction with my shared experiences.

Broadcast Media is OUT, Narrowcast Media is IN

Dec 22, 2010

With our core business & expertise in media consulting, at every year-end people keep asking as to which way the media is heading to in the year ahead. At the end of the year 2010, the very same curiosity has got even more relevance with the kind of media expose that the country has seen, both internally with Radia tapes and globally with WikiLeaks. Will it change the shape of things in media? And with TRACK2MEDIA Consulting launching its first news project in the form of e newspaper on real estate sector, Track2Realty, it is all the more necessary for us to release a fact-sheet on the media roadmap that we find shaping up in the year 2011.
Different people have different reasons to be curious-journalist friends want to know whether the entry of more players will just add up to the number of jobs; or the increasing competition will have some impact on the pay packets as well. The clients in the corporate world are always curious to understand the behavioral dilemma with the necessary evil called media. But most importantly the new players who are eager to explore in the media business want to understand as to what makes a media project viable.
Well, TRACK2MEDIA Consulting as a communication management group has lost a couple of upcoming media projects in the year 2010 because we have been upfront in telling the clients that their approach to replicate the model, both in content & revenue, of existing biggies is fraught with dangers. Every wannabe in the media business, unfortunately, tries to replicate the existing news project, and in the process turns out to be the poor Xerox version of the existing players. When the global management consulting company McKinsey forecasted a few years back that India will soon see around 500 TV channels uplinked, it had probably no idea as to how the business of news & entertainment will see a horizontal growth than vertical one.
Some of the regional channels competing in a cluttered market are a testimony of the fact that it is not just niche market that is a key to success. Most of them have failed to evolve a serious game plan and hence unable to create a community around them. This failure has also brought a sea change compromise in the standards and ethics of journalism. Jobs are offered nowadays not just on the journalistic merit, but the ability to raise revenue from the region that is on offer. Still, most of the thinktanks of these media group are clueless as to where have the audience and revenue gone.
Nine out of 10 new media projects in the year 2010 have either failed flat or are struggling to make a break even. Indian media market has already seen dot com bubble burst, the TV channels closing down and even some big ticket print media projects failing to make a mark. Some of these projects have failed to get noticed despite of deep pockets of the promoters. On the contrary, there are other media projects, though few and far between, which are doing well despite of working in a low-cost model. This raises a question mark over the business model, brand differentiator and TG loyalty of the project.
All the successful media ventures may be devising their old success stories, but there seem to be a common pattern of almost all the failed ventures. That is their attempt to replicate the model of the existing successful ventures.  After closely examining the evolving media market in the country, we always advise the clients to write their success stories, instead of replicating anybody. This goes true for our own venture Track2Realty as well, which has been conceptualized as a market differentiator in the real estate segment.
It is not that there is any dearth of media ventures in a lucrative sector like the real estate. But where Track2Realty stands out as a market differentiator is the fact that we are neither competing with the marketing supplements of the mainline newspapers, nor are we providing a B2B platform to the industry. For us real estate is newsworthy subject that has been a virgin territory. And we are here to track the real concerns of all the stake holders-realty companies, investors, consultants and the end-users.
The question that many people ask is that whether niche segment is the new potential zone to emerge. With a certain amount of conviction I keep telling the media wannabes that the days of broadcast format is over. Unless one has a few hundred crores with a long time span to get into competitive zone with the large media houses, there is no point to even think of a venture with broadcast format. Providing every bit of news for everybody is something that has been monopolized by the large media institutions. As a consultant I keep telling everybody that even if you have deep pockets, it is always better to channelize that resource on a road that has been less travelled by.
It is our firm belief that while the broadcast format may not work for the new players, narrowcast format brings in more synergy, room for creativity & experiment and connects instantly with the focused target group. The next wave in media is slated to be with the narrowcast format, where one may not be offering everything to everybody, but an exclusive offer for a niche audience connects much better with the desired target group. One may not target million of audience who will surf your news platform once in a while, but an exclusive offer to even thousands of audience will do if your offer is worth visiting twice or thrice a day.
News and for that matter any form of media is also about creating a community around your media vehicle. Perhaps Facebook is the best example, and also an answer as to why people in general spend more time on Facebook than a professional networking platform like the LinkedIn. Both Facebook and LinkedIn are available on the Internet, accessible to everybody worldwide. But while LinkedIn is conceptualized on a broadcast format where you can network globally with anybody on a professional level, you may not end up working together on a given project even if you need services in that given geographical location. This is because this professional networking platform may not bring in like minded professionals on the table.
On the contrary, with Facebook one may not be bothered about millions of users, but in a narrowcast mode one is closely networked, most often with same likes and preferences, with the friends’ list. The medium offers even more focused narrowcasting within the narrowcast in the form of creating a group. Our study on the business model, audience psychograph and emerging pattern clearly suggests that the future belong to such narrowcast format in media.      
Among the three popular modes of media-Print, TV and Internet, the power of the word of mouse is tremendous; but has not been tapped fully because there is a credibility factor that is missing on the net in the absence of any regulation. It is a free for all medium. Columbia law professor in his recent book “The Master Switch” argues that Internet is as powerful as any other communications medium.  He expects to see consolidation and government control over the web. That may be a blessing in disguise as most other media-Print, TV, Radio & Movies, have gone through phases of wild growth and experimentation, eventually settling into a pattern of consolidation, control and credibility.
If Print Media today is seen as the most creditable piece of journalism, it is largely due to the edit control mechanism of the medium. In contrast, Television may attract more eyeballs but edit control is relatively less in a Soundbyte driven medium. Internet media entrepreneurs need to adapt to this reality and reinvent their project into a digiprint format. It is not just the US President Barack Obama who contested the elections on the social networking sites, but across the world even the most conservative governments have started realizing the power of the medium.
China has launched a new search engine of its own to make foray into its 420 million strong net users’ market. Known as Goso.cn, China’s search engine has been aimed at countering the negative reports of the country on rival Google. It has been launched by the country’s largest newspaper the People’s Daily of the ruling Communist party of China. This shows how several countries view development of the internet as part of their national strategy.
Internet is a medium which enables one with a daily budget of even Rs. 10 to practice journalism and other forms of media activity. Internet has cultivated a public vested in its freedom. But then activism and radical openness of the web has to eventually set an organized pattern for the medium. With a bit of regulation, more serious players opting for the medium and the medium itself not just penetrating deep into the demography but also in the psychograph….the future is definitely calling to the digital media.

An open Letter to Bihar Chief Minister

Nov 6, 2010

Dear Mr Nitish Kumar
As you are poised to take over the realm of the second largest state in the country, Bihar the 2nd consecutive time, I feel like interacting with you directly over certain issues that I feel deserves due attention. You or even many of my friends may dismiss this letter as a publicity gimmick and question my locus standi to such an interaction. After all, why should a lone person without any political mass base and a non-Resident Bihari who does not even cast his vote in the state evoke your interest? Still I felt like writing an open letter to a man who is my Hero but yet there are shades of grey in his governance that is a matter of concern as well.
Mr Kumar, you may be more concerned with admirers and critics who matter the most as far as the political calculation of the state is concerned. But then all these admirers and critics also have some vested interest that has goaded them to their respective line of ideology. I have none. Still I am one of your ardent fans. As a non-Resident Bihari I have been quite vocal on the issue of Bihari Diaspora and their legitimate rights. And this is precisely the reason that you are my Hero as far as Bihar getting its pride back is concerned. Had it not been you turnaround performance as the Chief Minister of Bihar, the state would not have got its due place back. You have suddenly transformed Bihar into new power centre in this part of the world.
The average non-Resident citizen of Bihar is no longer living with subdued silence in exchange of a decent living across the country. The unprecedented development of the state in the last five years has equipped us with the kind of statistics that the outside world often wonders. Of course, it is also backed by the fact that many of those who left the state in the last couple of decades have made a mark with their impeccable merit, unquestionable hard work and live in a new aspiration driven economy. Still a large share of the credit for the new-found confidence goes to you. After all, it is not just about boasting our individual success, but the issue has been perception and projection of the state at large. 
Though you have absolutely no background in media, you have successfully cultivated the art of media management and the positive perception and projection of the state is a Case Study in itself. It is due to this dramatic turnaround that a section of regional parties mooting the possibility of another Third Front Government at the Centre think of you as the future Prime Minister. If that happens and when that happens, we all will hold our head high with pride. And it is precisely such a big picture in vision that I am compelled to write this open letter to you.
As we at the TRACK2MEDIA Consulting conducted election forecast survey in Bihar, I was wondering as to how opinion on your government’s performance has been diametrically opposite in different pockets. I can understand that normally in any given election there is a sharp contrast between the macro level indicators and micro level sentiments. But in Bihar there has been something more than what average pollsters would have noticed. For the last few days the political commentator in me was trying to figure out whether development always translates into votes. My understanding of Indian polity and electoral politics says that the governments who have performed even decently have got reelected in a democracy like India where political overtones on every nook and corner are most often silenced by the voters at large who are generous with least expectation level.
However, there are very many visible examples where development has not translated into votes. The question is if development doesn’t translate into votes, what else can be done? Well, it is just a matter of looking at development with a holistic vision-development for whom and at what cost? when development is confined into select pocket, when there is absence of inclusive growth and when the fruits of development are not shared equally in the society; it leads to not only the process of political marginalization and resultant mobilization, but also leads to long term social unrest. I wonder whether already divided Bihar (on caste and other socio-political parameters) can afford such unrest.
I understand that by and large you have served your constituency (caste, class, geographical and political) reasonably well. The failure has been more on the part of your alliance partner who remained so clueless with sudden found power in Bihar that they started repeating the same mistakes that Congress did during its alliance with the RJD Government. The BJP failed to either create a separate constituency or serve the section that has been its traditional strength in the state. But then the BJP today appears to be more Congressised than the Congress itself. They are well known to follow the Congress in their quest to understand the intricacies of governance, and their corruption and lust for power at every level is a testimony to it.  
As far as you are concerned, I, and many like me, expect you to be a statesman. A proven performer who can do wonders for the state. And it is in this perspective that I feel your second term as Bihar Chief Minister will be even more challenging. This can well be your make or break innings in the state. I am not saying this because there will be sky high expectations to deliver; rather I am more concerned with the fact that my Hero should set a new benchmark for the overall inclusive growth of the state. Destiny, after all, doesn’t favour those who take corrective measures only when confronted with the crisis. Even Laloo Yadav did his best when dethroned from Bihar to turnaround the Indian Railways. It proved to be too little & too late. I just wish that the visionary Nitish Kumar will not repeat the same mistakes.
Yours….
A Concerned Non-Resident Bihari 

Mythical perception of communication

September 15, 2010 

Communication strategy can be a funny business and the mythical perception about what constitutes an effective communication makes the job even more ridiculous for the serious practitioners of the business. More often than not the conventional wisdom that communication must aim at creating mutually beneficial relation between the organization and its stake holders goes for a toss, when the client reminds you that there are other agencies waiting to grab the account on the clients’ dotted terms. It may not shock me anymore, but definitely disappoints bitterly with the dogmatic ideas that collective consciousness of the business community carries as far as communication is concerned.
There seems to be a definite lack of understanding of how business relevant and business beneficial communication strategy can be. My failed brain storming with the management of a soon-to-be-launched consumer product reminds me yet again that India Inc communicates more to impress than to express. This lack of foresight results into a complete emotional disconnect with the audience for whom the product has been conceptualized. I fail to understand the point why a metro kid with all the polished Ps and Qs should be the face of a brand which has the least possibility to be consumed by that given segment.
I can understand a “method” into it if the product is aspirational in nature. But with a consumer product that would be mostly consumed by the tier II and tier III kids in their given comfortable budget, such an endorsement hardly reflects any serious thought process or strategy. As Ad man Suhel Seth recently said during FICCI’s “Brand Talk” that marketers who resort to Celebrity Endorsement of their products are the laziest people in the business.
With my academic perspective and market exposure of over a decade now, I often end up arguing, even at the cost of losing business, as to why all the communication (Advertising & PR) should be in the national English dailies. To an extent this is necessary from branding perspective, but the question is how much market share can be earned by shouting in a market where decibel levels are already too high. Based on my experience with TRACK2MEDIA Consulting where we always suggest for a market survey/research before any new communication campaign, I personally feel the Indian businesses still have to go a long way before they bank on expertise at every level.
In the absence of a scientifically evolved methodology, most of the board room decisions are based on perception than ground reality. A friend heading the corporate communication of a pharma major recently shared how they exhaust 80 per cent of the budget in the mainstream media and only 10-15 per cent in the vernacular media. Keeping in mind the fact that major product of the company is prescriptive medicine; this clearly defies any logic in a country where 50 per cent of the doctors are from Bihar.
But the think tank of the said pharma company is not the only one that seats in the ivory towers from where Ground Zero is more often than not invisible. No wonder, many of such management are pretty happy with their advertising in page 1 of national dailies, often with a jacket cover; while the PR campaign fails to take off. I would blame equally to the PR agencies for cutting a sorry figure before the clients. The day they stop overpromising on coverage in the national dailies, they would earn some respect for themselves and the profession as well, even if it means loss of business at times.
There seems to be an obsession of the clients to get published in the national English dailies, even if they don’t have a news value and their product does not address the readers at all. Many of them are not even open to the idea of any out-of-the-box strategy, which can earn them more reputation in terms of brand building, connect directly to the target audience and ensures more market share. But the medium is ever evolving, and it is the job of a brand strategist to make them understand that old school of communication is changing the world over.
If advertising used to be the king of communication till around a decade back, with a lion’s share of 80 per cent of the marketing budget, the rise of the branding tools and methodologies suggest it should not be more than 40-45 per cent now. Public Relations, Corporate Sponsorships, Corporate Social Responsibility, Online Reputation Management, two-way seamless communication to connect with stake holders……the medium is ever evolving. But the moot point is--before we put our foot down and say NO to the clients who believe in self medication, are we as communication consultants convinced that we are strategists and not vendors to the clients? Well, my guess is as good as many others who are in the business of communication consultancy.    

Class as Caste turns sociology upside down

Aug 15, 2010

A request by one of the followers of my blog, a young journalist, has evoked the sociologist in me to rethink the way we interpret caste and class. Even though my journalistic and migrant background has always goaded me to activism on issues ranging from caste, class, diaspora and regionalism, my understanding of Indian society and culture made me believe that caste is more often than not class in this part of the world. And hence the rebellious writer in me has always been up against challenging the class conscious society which has by and large stood shamelessly by its commitment to status quo.
The query that whether class has turned out to be caste now in the modern India actually led me to introspect as to whether the class & caste conundrum needs a fresh perspective. Has the conventional wisdom of sociology that caste is class not been relevant in today’s market driven elitist society? Certainly if the young generation like Abhishek Kumar of Political & Business Daily feels offended when asked as to how much he earns as his first class identity, I feel it is time for a serious discussion on the subject. A young man’s offence to his class in question also gives a ray of hope that the market driven society has not completely captured the class the way they would like to.
After all, the class conscious society in Delhi would have easily cornered a young migrant from non-descript city like Raxaul in Bihar. But my objection to the class as caste runs much deeper. Of course, I come across almost on a routine basis with such class conscious elitists for whom one’s address and swanky cars are the only introduction to the individual’s class. The more shameless breed doesn’t even mind getting into the economics of whether the flat that you live in is a rented accommodation or you own it.  The car you drive is on loan or purchased with down payments….the list can be filthy disgusting.
However, the above examples are just tip of the iceberg and this shift from traditional school of sociology is merely the symptom, not the disease. If free market economy believes in currency as the new class, the social divide on grounds of rural-urban, native-migrant, English-vernacular and many such chauvinistic parameters make the notion of class even more profound. It seems the larger section of the society that has been at the receiving end of class ostracism will continue to suffer. It is just the fact of academic interest that while earlier their respective caste had been relegating them to that class, now the class (socio-economic) is relegating them to caste, or better to call them outcastes.  
There are certain other parallels to be drawn out of this class and caste conundrum. While the social barrier still remains the same, the prerequisites to switch to the other side of the fence have not changed either. Of course, it has to meet the acid taste of not rubbing the sensibilities of the so-called upper class. Earlier it was the elevation of the lower caste in economic stream (read elite government jobs) that was qualifying them to rub shoulders with the upper castes, now it is the same professional ladder that provides them acceptability and turns their caste as per the elitists.
We as migrant professionals in Delhi and other metro cities witness this class turning out to be our caste day in and day out. The very same class which pretends as upper caste and disapproves our presence in the city wants to rub shoulders with us once we rise up the professional ladder. This may not be an acceptance of our migrant identity or our regional identity, but the acceptance is for our elite class, that suddenly turns out to be our new caste. 
I know the truth is a bit bitter but there are a number of friends in Delhi who are neither comfortable with a migrant in me who has proven intellectual and professional sharpness over them, nor have they accepted a resident of Bihar. But then a communication professional in me is welcome to the very same people whose profile of CEO, TRACK2MEDIA Consulting defines his elite class to them, which in their perception is also his new caste. Call it fair or foul, but class has become the new caste today and it is definitely turning the conventional sociology upside down.