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Yaagneshwaran Ganesh

He is a marketing enthusiast, speaker, columnist and the author of "Is your marketing in sync or sinking?” His mission "One globe, one experience" is to explore marketing practices at organizations of different sizes, industry and cultures across the globe and help align marketing operations to organizational strategy. He has an MBA from Jansons School of Business and a certificate in strategy management from Indian Institute of Management, Kozhikode.

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How Synchronized is Your Social Game?

Synchronicity is not just for brands and people that play the game, but also for the consumers in the ecosystem.

Social media, one of the greatest allies of the marketing world, helps brands and people instantly connect and communicate with the world that they resonate, while racing forward with their vision. There are fewer options that are more accessible than social media that help this communication happen from the comfort of your armchair.

We are in a time, where there is no question about whether we DO social media or not, the only question is how well we do it.

Continuously evolving social media

On one side, Facebook has been among the first to roll out an ad platform that allows page administrators to boost promote their pages to reach out and build a fan base, while on the other hand, at a more organic level, businesses and personal brands are building their follower base through blogs, videos, consistent posting and shareable content.

Given the crowded feeds on social media platforms today, the competition for attention is higher than ever. Over the last couple of years, during the ‘MarketingSync’ workshops, we received several requests for specific focus on social media that we started ‘#syncchat’, a chat series as an addendum and felt the encouragement enough to take the idea forward.

There were companies that were largely traditional in their marketing approach trying to cope with the market changes, and simultaneously, there were a set of new generation companies that invested a lot on the digital medium, aiming to mark their spots in the global arena. In most cases, these were startups and small medium enterprises that in their own way, were drawing stark contrasts between themselves and the enterprise players.

Disappearing boundaries

Over time, the boundaries between the traditional and the digital marketers began to fade and some of our customers started putting up hashtags on their print ads and bill-boards, and that’s when we said to each other ‘Wow! Synchronicity is manifesting itself’.

We have seen up close several musicians, stand-up comedians, product and service companies, and mobile apps that were using social media so very differently from one another.

In 2014, we started a program called Inconversation series, where every episode saw one of us and a marketing expert or practitioner discuss various aspects of marketing synchronicity, sometimes delving into specific domains or sharing experiences at the strategic level. These discussions reinforced our faith on why being in sync was so important and how it helped people and brands across industries to establish a seamless path towards their goals.

Newer roles and evolving algorithms

As companies got more social, we not only saw newer job roles coming into existence but also the way in which social media platforms were evolving themselves according to the users. Social platforms began reconsidering their algorithms every now and then, content feeds got categorized according to user preferences, it became more demanding to post content real time, and local communities started getting more attention.

The more businesses get on to the social media bandwagon, the tougher it is becoming, as the reliable reach quotient is becoming a huge challenge. In course of our journey, interestingly, we understood that ‘sync’ is not a thing, nor a trend but a state of mind. It is a state of mind that every organization, brand and people need to be in, to stay relevant to their customers, their own goals and the ecosystem.

So, can the competitive game also be a game of collaboration? Being in sync is finding the balance between competing and collaborating. Synchronicity is not just for brands and people that play the game, but also for the consumers in the ecosystem.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house

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