Intense Discussion With Vijayendra On Second Facebook Chat
|September 15, 2021||Posted by Prasant under FBChat|
Last night at 10 P.M. we organized our second Facebook Wall chat on our fan page and Vijayendra Haryal was our expert guest. It was our second weekly chat and the responses and intensity were the same as it was the first time with Krithika, co-founder of Shopo.in. If the first one had more participants the second chat had more intensity and depth in the topics being discussed. I believe this was because the participants knew that Vijayendra Haryal is the co-author of Social Media Simplified and understood the nitty-gritty of Indian social media business and especially with Facebook marketing. In an hour and bit more, the discussion had some very interesting questions but some provided a real challenge to Vijayendra but he patiently took his time and gave convincing replies to all.
There were four such questions that were quite exciting and thought provoking that needs to be highlighted. Out of the four, the first question was asked by Prajyot and it was related to the social media strategy and when should it be incorporated with the overall business plan. Vijayendra replied that social media is a part and parcel of the overall business strategy and needs to be tracked very closely on a day to day basis if you are a startup.
Prajyot Mainkar: Should a Social Media Strategy be compulsive during a business plan? Or it can be planned during propagated stages?
Vijayendra Haryal: Social Media Strategy is a part and parcel of the overall business strategy and thus surely, one should have broad tenets of the strategy like “Goals” and the “Content Strategy” planned during the biz plan. Specific decisions like which channels to use etc can evolve in subsequent stages. One needs to have adequate metrics set up and track them on a periodic basis ( it can be even on a per day basis if you are a start up) and observe the user behavior . However in order to derive appropriate action from this review, one has to give it sometime.
The complete discussion can be found here. It is true that social media results will not happen in a fortnight and needs constant maneuvering. The second and most interesting question was asked by Sanchit Mehta who is the co-founder of Legal Pulp, a website for aspiring lawyers. Sanchit wanted to know which marketing idea SEM or SMM will be effective for his website. It was not an easy question to be summed up in an update but Vijayendra replied in successive threads which can be traced here. The discussion became more intense with Prajyot pitching in with more related questions. However Vijayendra made it clear that the answer to the question lies in finding where your target audience resides and how would you engage with them.
Sanchit Mehta: Which is better from SEM or SMM to get some genuine traffic for a content based website for students…thanks in advance
Vijayendra Haryal: Now this is a typical scenario which should take you back to the basic question - where is your target audience and how would you like to engage with them. If the primary intention is to make them access/ know about your content, then SEM may work out in the short term. However in the current era of Social Media, it’s very important to keep your audience engaged, so one can’t completely ignore SMM. The focus may vary depending on the need / objective. it will depend how frequent are your users on Social Media. If they are less frequent and it’s difficult to engage them then SEM may yield a better result.
However, on a personal note I would invest time in knowing and understanding SMM as SEM will only lead people to access your content but that won’t be sufficient. You will need to hold your audience and create an engagement so that they form a part of your trusted network. The third question is a common question that every startup or SME wants’ to know and it came from Kunal’s end and the complete discussion can be traced here.
Kunal Bajaj: Hire an agency to look after social media efforts or give a personal touch to SMM?
Vijayendra Haryal: This is surely one of my fav questions . If you have in-house resources well-trained and aware, then of course you should do it in-house as any query/ complain from a customer can require to and fro coordination between various departments of the company. If there is a dearth of resources, one has to hire an agency. Here are some things to keep in mind if u hire an agency. If you have to outsource, the firm needs to make it dead sure that the communication is seamless between the agency / firm and monitor regularly each comment / complaint is attended to . The SLAs have to be well articulated and put in place.
It is true that the choice lies with the startup/SME, but building an in-house team always helps in the longer run and the same sentiments were shared by Krithika too. Finally the day’s most debatable question and my favorite one was put across by Supriya Agarwal.
Supriya Agarwal: Hi Vijayendra, can you share how can one quantify the ROI for social media campaigns?
Vijayendra Haryal: Another of my favorite questions To give you a perspective how difficult Consider the case when a customer gets attracted by a Makemytrip.com ( MMT)’s , social media campaign about “ Cheap“Cheap Fares” ,”, ends up searching the cheapest fair on MMT and finally purchases a ticket from the economy airline company’s website rather than MMT .I recommend a “metrics based approach” which measures the ‘influence’ effectiveness. Some of it can be Traffic, Time Spent, Comments, Retweets, Sales impact, Customer Support effectiveness.
The full discussion thread can be found here. However, due to lack of time the questions remained unanswered but as promised to Supriya, I will get back to her on this and it will be in the form of a blog post.
The session was useful and we thank Vijayendra who took the pains to reply to all questions when we know conversations on Facebook are not that effective. Well constraint makes us creative and we would like to thank all the participants who took time out and participated in the chat. Not to forget a big congrats to Sanchit Mehta who was the lucky winner to win a copy of Social Media Simplified and according to latest news the book is on its way to Sanchit’s hometown.
Hopefully, we can carry on this process of sharing knowledge and learning together next Wednesday too with a new guest.