Social media platforms are good places to look for traffic and generate business. Are content, news and e-commerce sites using this opportunity?
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editorial
This fortnight... arketers take note. In January this year, Pope Benedict XVI referred to social media as the starting point of communication for many people who seek advice, ideas, information and answers. As he expanded on the theme, which was part of the annual message for World Communications Day, he became more specific. In an obvious reference to Twitter, he said, In concise phrases, often no longer than a verse from the Bible, profound thoughts can be communicated, as long as those taking part in the conversation do not neglect to cultivate their own inner lives. The papal thumbs up would have gladdened the hearts of many online players, whether they were interested in religion or not. Although brands and marketers have acknowledged the importance of social media for quite some time, they have learnt to use it effectively only recently. A mere presence on social media doesnt matter anymore. I know of a local kabab centre which accepts orders on Twitter and is doing good business. In this issues cover story, we havent looked at how offline brands use social media. The story is more about the relevance of social media for mass destinations such and news and content sites as well as ecommerce destinations. How are they using social media to drive traffic and generate business. Volume 3, Issue 7 Sreekant Khandekar Prasanna Singh ExEcUTIVE EDITOR PUBLISHER EDITOR
Prajjal Saha
SENIOR LAYOUT ARTIST
Vinay Dominic Rajesh Kanwal
LOGISTIcS
April 1-15, 2012
Volume 3, Issue 7 ` 100
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Neha Arora, (0120) 4077866, 4077837 Noida Khushboo Varadkar, (022) 40429702-5 Mumbai mktg@afaqs.com B-3, First Floor, Sector-4, Noida-201301. Tel: (0120) 4077800. 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), Mumbai - 400050 Tel: +91-22-40429 709 - 712 S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India Garima Agnihotri, (0120) 4077837 subscriptions@afaqs.com Printed, published, and owned by Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi 110028. cover Illustration Tiffin Box Subscription Enquiries Bengaluru Mumbai Marketing Office
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ONLINe
Are news, content and e-commerce sites doing enough on social media platforms to attract traffic - and business?
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For instance, a recently launched sports website soon learnt that people wouldnt visit its social media page or like to be a fan, simply because they didnt know about the brand. It then made a smart move. It created separate pages for different sports - football, cricket and basketball, for example. No Kidding ficci frames 2012
Points of View
The social media users readily became fans of these dedicated pages, depending on their interests. It became so popular that the individual pages had five to 10 times more fans than the websites main pages. The other surprise is that, in many cases, traffic from social media websites to such sites was far higher than that from popular search engines.
Prajjal Saha prajjal.saha@afaqs.com
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