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Social media – a business function

Anushkar Mohinani | Feb. 20, 2012
Nokia’s Pandey says social media is more than just marketing at the Singapore Polytechnic Click to Connect conference.

Social media is not just a marketing phenomenon but a business phenomenon, according to Shalabh Pandey, Nokia’s head of earned media marketing in Southeast Asia and Pacific consumer engagement. In order for organisations to succeed in their social media strategy, they can’t restrict it to just marketing, he said.

Pandey was speaking at the Singapore Polytechnic Click to Connect conference, last week.

Social media extends across all divisions in the organisation, noted Pandey. You have a chance to be a chief executive officer instead of a chief marketing officer as it is a comprehensive business function, he said to the media and communication students sitting in the audience.

Four pillars
Utilising the various social media platforms from a brand’s perspective to reach out to consumers can be challenging, said Pandey.

There are four pillars of social media to take into account, suggested Pandey.

The first is social integration, which is about presenting a unified brand voice to the consumer and a having a consistent approach of speaking to them.

The next is social asset optimisation, which is making content more sociable so people would share them.

The third is social insights, which involves leveraging insights from the social space.

The last is social engagement, which is all about creating and maximising opportunities as well as engaging communities.

Another important factor is measurement, Pandey highlighted. “You need to establish goals and measure success,” he said.


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