Social media sites have become far more than merely places to reconnect with old mates or gossip about your ex. If used productively, it serves a variety of purposes. From a creating a brand for yourself to using it as medium to follow your passion and even earning a living from it, social media is the new fad! Another very important platform which digital media sites particularly instagram and twitter have been able to provide is a space for companies and business to promote itself and spread its image. ‘Digital media marketing’ has become one of the most trending profession in recent times. Companies are hiring a increasing amount of experts with hefty wages to manage their social media profiles and augment their presence. Just think about it. Your options are no longer static. If you are a regular social media user, it might not be very uncommon to find advertisements which cater particularly to your interests. Boom! With rapid boost in technology and advancement of the internet, companies are able to assess individual interests based on their searches, likes, posts and sometimes even their user name and target particular ads for them. As a result, their is also a parallel increase in the responsibilities of companies and businesses to post accurate content in order to create, maintain, strengthen and expand its consumer base.
One such company which has been performing brilliantly in this respect is Zomato. Zomato’s tweets are just spot on. Even when spontaneous, it makes sure to win hearts and lighten your mood. It’s contents are composed of humor, Witt and creative promotion. Creativity is of particular importance for brands and Zomato has made ample use of it.
For eg. lets take its most recent tweet-
Context- Zomato had recently purchased Uber Eats and some people were not very happy including me( Uber Eats was ridiculously cheap; seriously!) However, with this post and the caption, Zomato did made me feel better. This post could have also helped in cultivating the fan base of Uber Eats in Zomato.
Lets take another example and I am sure you would have heard of it as this one was immensely popular.
This was Zomato’s reply to an overly conservative Indian who lost his nerves after his food was delivered by a someone not belonging to his religion or in his words, a ‘non-hindu rider.’ Zomato with its brief but pungent reply not only managed to capture everyone’s emotions but also avoided controversy and offending anyone else.
Nevertheless, sometimes too much sarcasm is also not good and may dismay the spirit of its audiences. Take a look at the below thread for example-
Zomato started off quite well, but as it is evident, overconfidence can make you fall from the top. Anyways, I am pretty sure Zomato (or rather its eloquent media managers :P) would have realized the loophole and taken due measure for the same.
After all, learning an art will inevitably include failures but once you learn from it, you will transition to excellence. Zomato seems to know this pretty well.
Social media management CIA 1- Keshav's blog 