Gaurav Mishra, CEO 20:20 Social – points to this interesting story on LiveMint by Saabira Chaudhari, titled The Anti-Social Nonprofit: Looking for Instant Gratification
I have been a very social spammer cum observer from a long time and worked on social products like Rediff Q&A & Connexions in my previous avataars and now manage media and content programming side of the business. I am slightly nasty person, who spends more time on measurement and tweaking 2pc, 5pc or so, that’s why they call me pucca marwari, yeah 
Social ROI
No one knows what to get where, because there’s scarcity of actual social media experts. One stop shop for all things digital is very 2000ish dotcomish bubblish. That means we are ready to sale you anything as per your budget.
You can of course have the first customer who is ready to become a bakra for you or suddenly attain social nirvana under mashable bodhi tree on his own but after the first experience it leaves a bad taste with him and that’s why there’s no second attempt.
Understand client’s need & deliver what the business requires
Social Media Enthu Cutlet
In India people haven’t understood the difference between the brochure site & real web-site. You pick up top CEOs / CMOs on this side of the world and show them their logo animation with click here to enter and their chests will swell with pride.
The social media activities on the web that you see for their corporations are run by social media enthu cutlets. They job hop and their social presence is struck by error 404.
Social Media is not championship game, it has to be first social within your organization.
What is social Media
In full agreement with Gaurav Mishra. Social Media is not just facebook or twitter it is harnessing community, it’s your review on Mouthshut, it’s a blog on website, it’s feedback mail that you must answer, it’s a forum for your product/service.
People have love and hate relationship with products and services. WOM is now WOC – word of click on social web properties. Comment | Like | Share and much much more…
Word of click spreads more rapidly than WOM.
Everything is factor of time, resource & returns
Coming back to the article, a NGO might decide not to get into social spam game on a daily basis and invest 26 hours in a day re-tweeting. Because it makes sense for them to cold call 10,000 organizations, have 1,000 meetings and finally get support form only 100 corporate and get each of their 1,000 employees committed to some contributions. For example Give India which doesn’t even have 100 Facebook fans has contribution in Crores, yes C is capital. What percentage of this contribution will come through online say if they had 100,000 fans or 200,000 followers on Twitter.
Ranks & counters don’t mean anything unless they translate into $s, sorry INRs
The problem is growth
Whatever best practice template that you take for social media initiatives, the challenge is not recruitment or keeping the buzz for a while. The challenge is what to do with these 100,000 users that I have, they are not coming back, there’s no need to come back, I have nothing to offer them now.
First day first show was rocking, how it can become a true blockbuster.
Agitation Vs Involvement
I am not that excited in accepting Pink Chaddhi or Jaago Re as the success model for social media. Pink Chaddi was mass agitation, can’t be used by brands or organization. Jaago Re is a social awareness movement for a good cause of enhancing voter’s awareness and this mighty thing requires mighty involvements. They surely must be having a 10-20 year plan in front of them. But would we like all advertisements and bill-boards turned into a shoutbox – Chain Se Sona Hai To Jaag Jao !!!
Business and NGOs don’t wear pink chuddies
Thanks Saabira Chaudhari for posting this topic and letting us know about the views from different angles. Looking forward to you next great post.
Indeed, 2010 has seen a handful of shared cultural moments witnessed by audiences bigger than they’ve been in years past. In March, the Academy Awards reached its largest audience in five years. The Super Bowl between the Indianapolis Colts and New Orleans Saints surpassed the finale of “M*A*S*H” for the largest TV audience in history. The film “Avatar” — at nearly $2.7 billion at the box office — continues to shatter records. Even the State of the Union address and the Conan-Leno drama drew huge ratings and inspired lively debate.