Adgully Exclusive | Social Media impacts brand evaluation: Cheil's Naresh Gupta

As we all are aware of the fact that numerous brands are joining the Social Media bandwagon bringing in fans, members, tweets hash tags and so on. Brands of course are of a view that all this provides the brand a sense of measure. Cheil WW SW Asia has launched Cheil Trendsters - a trend briefing snapshot on emerging trends in advertising and media... the first Cheil Trendsters focuses on Brands and Social Media.

When Adgully asked Naresh Gupta, National Head, Account Planning at Cheil Worldwide, India to tell us something about the Cheil trendsetters, he said "The research is based on a very simple premise people are engaged with new media as the same way they are engaged with the old media. And also there are two groups, one where people are grown up with digital and social media around them and other where they don't have and they are happy with the older media. So we did an analysis on these two aspects because one is naturally gravitated towards social media and other embraces because youngsters are going that way."

He also told the outcomes and the results. He explained, "It has been very interesting to find out such aspects and the most important outcome we found was that there is not enough on social media. So if you put up a campaign or if you put up an advertising this does not mean that you are socially active on web and second thing which we found was that it is not important to just have fans on the web which are not doing anything with your brand."

In today's era advertising plays a significant and important role in reaching masses. When asked that if advertising is still a biggest influencer he stated, "Yes it is. The impact of social media is there but though the traditional media is not declining. The impact of Television advertisements is still at the top."

But the question is whether social media impacts brand evaluation and online shopping?

Consumers and brands are not engaging with each other

Social Media impacts brand evaluation

Shopping on Social Media before shopping is still in nascent state

Brands can improve their reputation by being on Social Media

Advertising is still the biggest influencer

"Socio media is a place where friends interact and a friend operates from an equal platform, a friend is open to criticism and a friends like to be praised once in a while what they do/did. So that exactly how brands need to act on social media," he concluded by giving recommendations to the brands.