I have been having these conversations, discussions, arguments with these young learned friends of mine on Twitter as well as some learned experts on social media whom I follow to understand or rather simplify the theory of social media.

What I see are just links of blogs, articles written by americans, british on case studies done in their countries for their consumers, speaking their One language. AND yes there are some few indians amongst these experts who also talk about such case studies only.  Perhaps taking pity on me Vijay Rayapati sent me a message yesterday “Hi @anaggh, We do have many Indian brands using Social Media for engaging with consumers – U can find info at”  http://bit.ly/D38WW

Full of optimism I visited his blog Social Media Marketing in India and poured over the case study list.

First, having understood and remembered the name opened Sunsilk gang of girls . Case study is brief with just some numbers etc. I could not make sense of  how the numbers came about, what caused the constant stickiness, how much money was spent on offline advertising to drive people to the web etc. which is most crucial was missing.

Secondly, I visited Indian Brands & Businesses on Twitter written by Santosh Maharshi who has been clear in informing his readers “This is the list of (now 75) Indian brands and businesses on Twitter. However, the ownership of these brands is not verified. For example, satyam computers which is a news update account for the company and not by the company. Some of the media brands are actually extending their services through twitter and not necessarily communicating with their users. Some of them can also be bots. Enjoy the list and please feel to add the ones that you come across in the comments section.”

Now nowhere are these case studies as promised but I decided to make a case study of these & share my findings with you:

http://www.twitter.com/niyati

2,001 Following

830 Followers

50 updates

Nothing worth even commenting about here.

http://twitter.com/KPIT

132 Following

98 Followers

Updates 104 – What can one say?:)

http://twitter.com/Capgemini

1,362 Following

2,002 Followers

Updates 1022 – Follower, Following does not make a social media

http://twitter.com/kingfisherworld

258 Following

299 Followers

965 updates

Absolutely beer related to & fro; then the winding is over

http://twitter.com/acerindia

147 Following

88 Followers

189updates

Imagine a computer company with pathetic updates, when they have so much to talk about!

http://twitter.com/AOL_India_News

188 Following

277 Followers

2747 updates

This left me completely zapped! Cannot understand the logic here at all.

http://twitter.com/bookmyshow

281 Following

238 Followers

137 updates

This was a company written about by Asfaq here recently. However to be honest, not impressive at all, for a net business model.

http://twitter.com/carazoo

2,001 Following

1,408 Followers

1575 updates

Much better for someone who is not completely net driven.

http://twitter.com/Cleartrip

1 Following

394 Followers

963 updates

I expected something exciting, but looks more like an afterthought than anything else.

http://twitter.com/cricketnext

0 Following

164 Followers

3327 updates

Chalo kuch nahi toh yeh sahi!

http://twitter.com/Cricinfo_news

4 Following

2,542 Followers

5675 updates

Guess the IPL has to be accorded for the number of followers & updates.

http://twitter.com/FlyKingfisher

11 Following

346 Followers

50 updates – follow us for amazing offers & latest updates says the bio

Yeah Sure with just 50 updates.

http://twitter.com/msnindia

1,990 Following

1,517 Followers

30162 updates

Just links…..which could be RSS also.

http://twitter.com/myirisdotcom

48 Following

145 Followers

3990 updates

Again only links, information.

http://twitter.com/Naukri

882 Following

517 Followers

194 updates

Bit of interaction visible. And it is early days yet. Sanjeev should be able to do this right.

http://twitter.com/redBus_in

1 Following

40 Followers

19 updates

A Net Business, what more can one say.

http://twitter.com/RediffShopping

289 Following

288 Followers

59 updates

Nothing. Still stuck in old web!

http://twitter.com/TravelsGuru

1,056 Following

487 Followers

105 updates

Imagine these kind of numbers in season time. Wonder what would happen during off season or probably they are outsold everywhere.

http://twitter.com/webchutney

132 Following

247 Followers

28 updates – India’s full service interactive agency. The most shocking discovery of all, unless they have started yesterday evening.

http://twitter.com/infosys

103 Following

954 Followers

335 updates

Looks internal information only.

http://twitter.com/ibnlive

0 Following

1,318 Followers

4675 updates

Again just links & information. Nary an attempt to be interactive.

iXiGO India @iXiGOIndia

Shows as suspended from my browser both IE & firefox

CONCLUSIONS:

  • None of them have any idea of Social Media
  • Their expert is the new management trainee or customer service rep or a friend who has spoken about it over beer or coffee
  • Their fear of domain squatting has translated into twitter squatting
  • Keeping up with the Joneses and not knowing how
  • Do not know the meaning of “Interactive” & “Integration” which are the key to offline & online marriage
  • Content, SEO, et all are words they had heard & given it to the SM manager (trainee or enthusiast) forgetting that he/she had got their resume written by some one else & use templates for leave application.
  • India is not ready for Social Media Revolution & the small number of evangelists & large numbers of experts need to work hard to bridge the gap. I had earlier written about this here but do not think that it would matter since my twitter bio does not say I am an Expert.

In the meantime, I welcome a chance to discuss specific Social Media case studies on Brands & Businesses with Experts & Non Experts.

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Written by AD
ex waiter, angadia, travel agent, dotcomer, dukaandaar, marketeer, people watcher. appreciates single malt, food, friends