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 an incredible improvement in the ability to gather information from social networks to craft effective communication strategies. It has become easier for professionals to listen to their audience and understand what the networks are discussing. The intelligence gathered in this manner helps transform the third area of communication that is personalisation. Mass, templated communication must be accompanied by personalised information and messages for different audiences and individuals, speaking to them round-the-clock in a language they understand and at networking locations they prefer.
It is clear that the opportunities being created by social media, leveraging new-age tools such as mobiles, Twitter, LinkedIn, Facebook, Flickr, YouTube and so on, are rich, varied and effective. The art and practice of effective communication has become dynamic, more responsive and the results are more measurable.
The writer is a director at RIM (India)