Social Media & Social Sentiments
We all are coming off age when communication was all about reach of your communication message amongst your audience segment, with a missing element of conversation with your audience segment. Companies / brands needed to run pre and post campaign surveys on their defined audience segment to measure any shift in sentiments either positive or negative. But the rise of the social media networks has changed all of this. Now thinks have become more real time. People are conversing, sharing and commenting all the time. But it only tells a portion of the communication story.
Social media is often seen as an ephemeral medium as reporting on latest disaster caused due to Chennai rains and floods, it’s a treasure trove that has helped Chennai overcome disaster. The short history of social media has shown it very adept at covering disasters. Social Media commentary and mobile phone videos by citizens told the world fast moving updates and stories of the situation in various parts of the city. The breaking news footage on social media networks by people of Chennai has helped government, companies and family members residing in other parts of the country & world to act upon the situation. The key thing that was and still is happening which has helped people of Chennai to rise above the problems and get their sentiments together is ‘social conversation’. This social conversation is the ‘sentiment’ on the social web and as more and more people move to social circles for to tell and converse their own stories it become more important to ‘listen’ and measure. Social media today is go-to tools for those effected by disasters and are looking forward to share their sentiments with others. An in-depth analysis of various social media commentary on several social media networks and groups stated that majority of the people used social media to contact friends and family; followed by people using social media to help find shelter and supplies; and then individuals using social media to let loved ones know they're safe. The above case study shows how social media has revolutionized communication.
This article has been conceptualized and written by Neha Garg, Founding Partner & CEO of YellowMustard MarComm Pvt Ltd. Neha is a proactive planner & creative thinker with years of experience in Integrated Brand & Media Communication strategies.