#TwitterChat: Building brands’ arsenal on social media

The recent spate of #boycott trends on social media has forced brands to ramp up their vigilance on social media and relook at their social media monitoring. Most recent cases of backlash on social media include Tanishq, Kent RO, Flipkart, and Eros Now. While in some cases the brand communication has been out of touch with the consumer sentiments, it is quickly beginning to be impossible to predict public reaction to campaigns, with even well-intentioned ads becoming deeply divisive.

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Brands have adopted a knee-jerk reaction to recent events and ordered strict internal communication guidelines to avoid controversial matters involving politics, regressive depictions of women, or discrimination against any group. However, as brands expand their social media presence, they are beginning to understand the paradox that bold social activism communications are what are most effective in moving the needle for consumers and creating an affinity for the brand. They are increasingly adopting social media monitoring and listening tools to understand the gap between the ‘desired response’ and the ‘expected response’ and quickly pivot their communication.

Adgully is organising a Twitter Chat on Friday, October 6, 2020, between 3 pm and 4 pm on the topic, ‘Building Brands’ Arsenal on Social Media’, where experts will dwell on why it is not enough for brands to just adopt best practices in damage control when such a situation arises. They also need to pre-emptively read the mood of the digital audience before such a backlash acquires critical mass. 

Joining in the discussions will be:

Aman Dhall, Founder, CommsCredible (@amandhall25)

Ankita Chauhan, Group Head - Strategy, Tonic Worldwide (@ankita2208tweet)

Archit Agarwal, Reputation Manager - Digital & Design Lead, The Mavericks India (@architlost)

Arvind Nair, Regional Director- North India, Mirum (@Arviind)

Manesh Swamy, Vice President - Creative | Social Media | PR & Marcom, Logicserve Digital (@maneshswamy)

Meenakshi Sarkar, Head Corporate Communications, Hero Future Energies (@MeenakshiSarka1)

Rajeesh Rajagopalan, Vice President - National Client Servicing Head, Grapes Digital (@rajeesh_rajish)

Sanjay Tripathy, Cofounder and CEO, Armsprime (@Sanjay_tripathy)

Follow us @adgully to join the conversation.