Back after a long time, I will proceed to explain how each 'action' on social tends to have a 'reaction'. This reaction can be a like, share, re-tweet, favorite, comment, etc. So, what are the implications of such reactions.
To put matters into perspective, I will consider three different aspects of the impact these reactions have.
1. Money (Vitamin M is never too far away!!)
2. Reputation
3. Buzz OR Virality
1. Money
Anything that can add value and be monetized is monetized in today's world. Good content will automatically generate reactions be it on Instagram, Facebook, Twitter, SlideShare or even LinkedIn for that matter. But, you can also generate reactions using paid mediums like Blogger outreaches and paid campaigns on Twitter/Facebook which will boost the buzz around your brand and vastly improve your reach. Another aspect to monetization is that you, as an individual can earn from being an Influencer on Twitter, Linked In or Instagram by getting paid to write about or appreciate content published by Brands. There are certain criteria like having a certain number of followers on Twitter / Instagram or a significant klout score to qualify for such opportunities. Bloggers outreach through blogging communities like Blogsadda and Blogmint.
So, to conclude, you can pump money to publicize your brand or you can earn money being becoming one such user who tweets/ blogs through paid promotion.
2.Reputation.
Any brand or persons reputation is based on search results on Google. Branding and reputation go hand in hand and reactions on your campaigns or contests can affect brand perception and reputation. Take for example, the DBS Chilli Paneer campaign or the co-branded campaigns like The permanent Roommates (CommonFloor) or The Philips Air Fryer(Sanjay Thumma of Vahchef fame). They have proved that innovative ways to brand, create awareness and sell products on social media exist and that they can create a serious impact in user decisions. DBS is not a well known Bank and so was the case with the CommonFloor App and the Philips Air Fryer, viz, they were not well known as Brands go before the particular campaign. The campaigns managed to generate sufficient reactions enough to secure public attention, raise the brands reputation and awareness from zero to the levels that they are know today.
Moral of the story: Reactions determine and quantify your Brand's reputation on Social media
3.Buzz or Virality.
You can google about the Maggi Ban and read up on a lot of information about why the product was banned along with the comments about the same on twitter using the #tag #MaggiBan. Any incident good or bad has the capacity to go viral if shared with the right audience. You can post content about Radhe Maa or any other self styled godmen and it is bound to gain buzz around the same with a significant number of the general audience because that is the sort of content they are on the look out for. Similarly, campaigns with good intentions, like Axis Banks #Share4Green in Q2 2014 or relatively small initiatives like the #RiceBucketChallenge which went viral on social media solely because of the intentions behind the campaign, i.e. a good cause. Other initiatives like Social Banking through Kotak Jifi or #Hashtag Banking by Kotak Mahindra bank which are genuinely new digital initiatives can boost a brand's reputation and generate reactions in form of likes, shares, inviting friends and colleagues to participate. These reactions go a long way in generating Brand Recall and creating awareness among audience hitherto un-reached. Generating positive buzz and reducing negative Buzz around the Brand is the need of the hour for many brands and they usually turn to digital agencies specializing in Online Reputation Management to achieve the same.
Key Takeaway: Your gateway to generating Buzz or going viral on social is through generating reactions which can be achieved by creative content and curating negatives on search through expert advise.
Up next: 3. Do you really need to specify where you work?
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