The Free Of Cost Controversial Marketing – An Antagonist Social Media
The Effortless & Free Of Cost Controversial Marketing – An Antagonist Social Media
“Cause exhibits the various forms which enables the marketeers to generate high level of awareness among the prospects or the leads directly or in-directly through an accidental viral news breakout combating on social media”
Many a times PR wars play a crucial role in developing an individuals or brands imprints online at a very negligible cost. There are certain instances which prove that only one perspective advocacy/post or controversial statement of an individual could make his/her presence grow vicious online on social media. Even at a cheaper than the cost of sending a single SMS, the only effort required is to follow the trending wave.
This phenomenon has not been practiced yet thoroughly by big brand-sters till date. Though it is successfully operational for majority of smaller ones directly or in-directly. A lot of brand personnel like celeb’s, politicians, sports stars etc. follow the same approach to generate a huge brand impression, awareness or social media attention which not only helps in generating their high popularity but also helps in boosting their online presence impact. Several times when these individual starts commenting or advocating the viral news, posts, video etc. such practices make these personnel more strong and powerful not only on social media but also on traditional & broadcast media as majority of news supplemented on both of these channels are highly inspired by social media crowd reactions.
Now again a large mass of media industry is completely dependent on social media. Hence a majority of general public response can be easily tracked through social media research & analysis, such mascom industries fully count on social media intelligence and analytics for selecting the widespread news which generates high TRP’s impressions etc. on both traditional as well as broadcast media.
“The tendency of the news controls its widespread”. Certain studies claims that the people of different region are inversely impulsive towards various tone of news, also the reactions on-to such news of various social media public depends completely on the region from where they belong to or where they have been reciting for a major part of their life. Till now lot of us believed that brands, products etc. have their segmented target markets, similarly individual news or posts also have their target readers. Unlike your parents or school teacher’s across the world no one can tend anyone to read anything until unless an individual is inclined to do so or interested in it.
Many studies claims that Indian readers are more interested in spicy controversies, negative/funny trolls, nudity/adult contents, political scams, leaked mms videos/photo’s, social experiments reactions, podcasts etc. There are very few general populations which admire the cause of the news but a large part of population still bargains the judgments & reactions of the derivers of the news. Studies also mentioned about the people who just follow or patrons interest in the particular news just because they find it trending or viral. In other words in India “it’s easy to fly with the blow of the wind & swim with the flow of the wave”. Indian crowd easily get carried away by the flow of the viral news, videos, posts etc. & than easily forgets about it. Instead of dissection of the news the crowd believes in the way it has been communicated, unlike the American readers who love to investigate everything till the time they reach to the source of the news.
In Indian markets it’s very easy for any new brand player may it be a celeb or any individual, to spread the word of mouth awareness, at least much cheaper than pouring in millions of money like other countries brand managers do, social media in India enables marketeers to win customer/general public awareness for free of cost just by a news by chance practice.
There have been more than thousands of occasions where an individual was turned into a civic hero on social media within a fraction of hours just by his/her single tweet, post, leaked pictures, videos, trolls etc... Tough such common PR practices was very usual in India way back most of the agencies used such reforms in generating the awareness for the bollywood celeb’s, sport stars, politicians etc. but due to lack of proper channel availability these agencies use to pour in lacs - n- lacs of money to generate rational news & than publish it to create awareness & imprints. Many former PR agencies still struggle with their own parody of success stories.
Now with the availability of single point of contact channels such as social media, these practices are substantiating to be a gratuity for all agencies, marketeers & also for the individuals who knows how to play around with it. With no cost involved in the process, immaterial to the fact that the widespread is positive or negative this process assures the guaranteed awareness for any kind of brand or individual involved it.
Captured some of the live instances which shows how unknown brands/people got free of cost accidental awareness, while Indian social media population reacted to it rigorously, knowing or unknowing assisting them in triumphing what they hunted for
Abu Azmi shocking statement just before 2014 Indian lok sabha elections “women having sex outside marriage should be hanged” made him the world’s 7th most popular man of the week. Tough Mr. Azmi later clarifies his controversial comments he could have never thought of becoming so popular in his lifetime.
Radhika Apte leaked images & leaked videos made her most searched personality on google for about a day. Though her accidental viral videos & selfies contained exposed adult content, unknown to general public Radhika Apte was searched more than Kim Kardashian - who hit back on social media for a deliberate exposed photo shoot. The video not only made Radhika popular in India but most of the Indians now know about all her upcoming movies.
In very recent days “Delhi Uber Rape Case” tragically got hyped on social media just few months post the launch of Uber in India. The agony of Indian social media population rigorously went across the nation and Uber became known to all general public around India but the fame was negative and the brand is still struggling overcome the same
These entire incidents directly or indirectly generated the arduous fame & popularity for the brand as well as the celeb’s and knowingly or unknowingly in all of these cases Indian social media public have reinforced them commendably. Hence the agencies or the marketeers could have never thought of achieving such fame so meticulously & rapidly. Majority of time these accidental viral news tends to be spreading negative awareness but it is also undeniable fact that if these exercises are skillfully organized before trial, their responses can make vast differences. Just by perceiving serval configurations of the viral news comebacks in India, marketeers can plot various methodologies to derive accidental awareness marketing strategy which does not encourage negative virality but does workout for a quick brand awareness with much less or negligible effort & expenditure.
Thank you for reading. Please click the like button if you think my effort deserves it. Also do not forget to comment in case you think anything important I have missed should be included in the study.
**Disclaimer: Lot of information used in this article has been taken from different web resources & blogs already present online. The moto behind the case presentation was to bring down all the distinguished information present on different sources, shared by different authors under one study for the better understanding of the evolution, importance & growth of social media giant.
Written By:
Gaurav Shankar
Assistant Manager (Social Media Research & Analytics) @ Metlife GOSC
Practicing Social Media Listening, Analytics & Communication from Past 5 years
https://www.dhirubhai.net/profile/public-profile-settings?trk=prof-edit-edit-public_profile
Date: 14th May, 2015