Evolution of Brands: From campaign engines to storytelling

Brands have been so used to thinking about long duration campaigns, when the consumer is obviously asking for a daily conversational content. To evolve and have a great ‘Content Strategy’ for Social Media, a brand needs to transform themselves to think like a ‘Publisher’. It’s almost like owning a daily newspaper or a news channel and figuring out what will you talk about next. So what is the journey that needs to be taken by a brand to become a great storyteller?

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The Futility of manipulating online Influence

I have seen many people falling into the trap of cosmetics of social media like scores, followers, reach etc. but what they don’t realize is that at some point online fame will meet offline reality and it will be tested. Don’t get me wrong I am big believer in metrics and I think all influence measuring companies like Klout, Kred, Peer index are onto something big here. I am definitely not in the camp of tool bashing just because some people manage to manipulate them.

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Sorry! But the magical social viral machine does not exist

Yes Sir! You read that right. The magical viral box doesn’t exist and it’s most likely a figment of imagination of some phony social media consultant that you may have hired. It’s amazing the number of people I still meet in the industry that live in the LaLa land and believe that they can make a piece of branded content like a video and then the content will just magically travel the ends of the planet.

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