offered, Marketers should remember that when your customer
comes online to your website, he has already chosen your brand.
Most of the times he or she visits the site to get answers
to specific questions. Instead of trying to sell your brand
in this case, address this query upfront rather than have
him/her search for it.
pertinent point that came through was that a brand needs to
be sure of its identity and the social media campaign should
be an extension of that identity. A brand need not reinvent
itself solely for using the social media domain.
to this point of view, Saraogi opined, One must also
remember that the entire organisation needs to be mature enough
to handle the consequences of using the social media. The
maturity of the medium and the users should also be kept in
mind while operating in the online space.
panelists agreed that while being online is definitely the
thing to do, each brand also needs to back its online performance
by offline services and follow-ups. Only an integrated approach
to social media marketing can bear the fruits it seems to