On the occasion of Social Media Day 2022, Rachna Kanwar, COO – Digital Media, Radio City & Mid-day, in an exclusive interaction with MediaBrief, speaks about how Social Media empowers marketing and how brands have modified their communication approach to leverage the medium. She underlines the role of Social in Radio City’s media mix and highlights how its celebrating the day. Read on.
Social Media Day is celebrated each year to recognize the impact that social media has had on communications around the world. So how has social media impacted your business and your communication approach?
Today, social media provides the ability to your brand to reach people all over the world. It has made communication much more efficient and immediate. It has become a necessary tool for practically everyone and has assisted numerous businesses in reaching their full potential.
Social media has positively influenced the radio industry and our communication strategy. It has enabled us to reach a larger demographic, not just locally, but globally. We have been able to build a new communication channel to interact with our audience thanks to social media.
How are you celebrating the Day? What are your thoughts on moment marketing of commemorative days?
We have a slew of interesting content planned for the day coming from every part of the country and created by our very own RJ influencers.
Moment marketing is a great strategy to make marketing campaigns go viral. They gain relevance and popularity during that period. Social media platforms like Twitter and Instagram are great mediums for moment marketing.
List three strong ways social media empowers marketing. What role does it play in your Media mix? By how much is the pie for social media in a brand’s marketing mix increasing?
Building brand awareness, interacting with the target audience, and creating engaging and trending content are some strong ways that social media platforms optimize marketing. A big trump card for Radio is its Radio Jockeys who are social media influencers in their own right.
It is not just the brand handles but our influencers in all markets spreading our brand identity. Brand marketing strategies are now integrating social media as a major part of it. As first movers in Digital in the Radio industry, we have strong integration of digital into radio and vice versa.
How important is it for every marketing and brand and other vertical teams to be given L&D help in learning digital marketing (and social media as a part of it, of course)? What initiatives does your company undertake on this count?
Having a presence on social media is quite crucial in today’s world. Marketing and social media work hand in hand, and nearly every industry must make the most out of the digital technologies.
Today, it is critical for the marketing teams to be armed with social media knowledge and skill sets related to it. We regularly have Digital training including social media sessions in our organisation to stay up to date with marketing trends and the latest in social media.
What are some of the successes your company has had using social media? An embeddable link to a campaign plus a brief descriptor of objective and impact, please.
We have successfully developed many unique and engaging campaigns by leveraging social media platforms. We recently conducted an innovative food-based digital and programming IP called ‘The Taste Series’ where different popular dishes and cuisines across different states were reviewed by our RJs.
Another recent campaign is called ‘Piche Wale Babu, Helmet Laga Lo’ with the objective of encouraging our listeners to follow the rules and create awareness for the pillion bike riders to use a helmet.
