I recently wrote an article on Social Samosa on the need for social media analytics to look beyond statistics, which present a very limited perspective.
The Indian middle class is becoming increasingly urbanized, with regular access to opinions and trends from around the world through the Internet. There is a big opportunity and a very urgent need for marketers to engage the urban Indian on the Internet. Also, not surprisingly, with the explosive rise in mobile penetration, the rural Indian is not too far behind.
With information and reviews quickly and increasingly moving to social networks, people are now more empowered and in a better position to judge and decide. For marketing strategists, simply knowing so much more about their target audiences through their social conversations, puts them in an excellent position to develop focused campaigns that resonate with each individual – something that wasn’t possible a few years ago.
Unfortunately, most social media watchers rely on largely superficial statistical information that encourages a false sense of confidence in the marketing strategy, while denying digital marketing strategists the tools needed to dig deeper into what the social networks are desperate to reveal!
Read the whole article reproduced on my Musings blog.