The power of social media

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Nov 22 2012, 03:15 IST

an attachment. But today’s professionals wake up to an entirely different scenario. There’s social media to contend with. It’s no more broadcast. It’s multimedia, images, tags, keywords, links, listening to your target audience and engaging them in conversations. A whole load of new tools have been added.

According to a study released by comScore, a global leader in measuring the digital world, called The State of Social Media, social networking is the norm for digital natives. The study, released in February 2012, said that more than half the online population across the world is engaged in social networking.

India, for example, showed that 95% of the online population is engaged in social networking; the figures for the US were 98%, Canada 94%, Brazil 97%, Spain 98%, UK 98%, Philippines 96%.

It isn’t surprising then that social media has had an impact on geopolitics in Egypt, Tunisia and Libya. It has had a deep influence on the recently concluded US Presidential elections as well.

Experts believe that 75% of all online ads will become socially enabled by 2015 (today, 1 out of 12 display ads are socially enabled).

What most communication professionals do to remain socially active, to understand trends and leverage them along with traditional media such as print and television to multiply the impact of their message? There are three areas that are being transformed from a communications perspective. The first, and the most obvious, is the fact that professionals are writing fewer speeches for leaders, government officials, statesmen, business heads etc.

The second is

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