Time and again, I’ve talked about Social Media and how’s it evolving from a concept discussed amongst Web 2.0 enthusiasts to the point of mild acceptance amongst marketers and key decision makers. Though it won’t be wrong to state that we still have a long way to go in terms of reaching critical mass of acceptance.

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In my earlier posts, I’ve talked about problems with Social media, SM4SC, Indian Social Media Stats, Impact of Social Media on consumer behavior, My SocMed Predictions or even impossibilities of Social Media in 2009. But still acceptance of Social Media is still a far cry. Skepticism revolved around it. Delving deep into the mindset of a traditional marketer and the skepticism wasn’t difficult since I too am a product of traditional marketing after all but we all have our own ways I believe to deal with things 😛

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Now getting back to the topic, the present state of social media is showing positive trends but skepticism around it remains. Infact, I believe some skeptics are right about hinting about the predicaments lay in front of us.

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So 3 main pointers on state of social media in India and reasons for skepticism are:

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1. Where, How and What are the metrics: One of the  biggest problem of social media is that there aren’t too many identifiable metrics to track the much needed ROI to convert the analog dollars into digital pennies. Also another major problem is the existent tracking tools and software which may look very simple for a marketing technopologist but its a big deal for traditional dinosaurs. So until & unless we are able to resolve such issues, social media in India or elsewhere will not sail smoothly- rough edges will still remain!

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2. It’s a culture thingy: Our culture has a deep impact in the way marketing/communication is being done. We were never a herd who used to be so social or open in public forums like twitter, friendfeed or other social networks like we are now. Infact, until recently open publicity was considered weird and with bad taste. But slowly & steadily, things are changing with social networks which has made us more open and social to interact, collaborate or raise our voice. Now that’s the whole truth. Period!

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3. Young people understand Social Media whereas old ducks…: Social media is much popular amongst the age group of 17-34 age group. They are people who are enthusiasts, evangelists or experts in this field. Now for social media to work in a corporate setup, the decision makers have to be these people which clearly is not the case right now. But clearly, sooner or later when these group of social beings will rise up the corporate heirarchy, then surely social media will touch base more strongly than ever.

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I’m sure, there can be many more to add up to the skepticism list. Hope you will do so in the comments below. But lets just take these issues and try to find out the plausible solutions too…

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