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Social Media is worth the investment, say Indian CIOs

Varsha Chidambaram | May 16, 2012
Gartner claims that half of enterprises are wasting money on social media. But Indian CIOs who are bullish on the social media space vehemently defend their digital marketing spends.

"We've invested significantly in software as well as hardware to study the online behavior of our customers, on our site as well as various social media platforms. Our analytics tools help us understand where our customers are coming from, what are they browsing and what songs they are downloading, helping us service them better? I can directly co-relate this with my revenue, "says Manan Chhatrapati, CTO,

Tata Docomo has delivered over two billion message impressions per month on Facebook alone, and is currently the second highest ranked Indian media on Facebook, according to Brands Going Social. Ashish Pachory, head IT, Tata Teleservices has deployed web-crawler and associated tools to gain deeper insights into customer sentiments on Social Media. "The available information is analyzed using social media analytics to intelligently identify and resolve customer pain areas. The information also helps us in market analyses of products launched by Tata DOCOMO and other telecom players. Most importantly, it helps us understand behaviors and trends to do targeted market launches and arrest any negative sentiment before it hurts our customers or our business," he says.He adds, "It aids timely planning and prioritization of product launches, while also helping in reduction of customer complaints, thus helping us increase our revenues quickly."

Social media is an open medium, and more importantly it's free. "There very well might be a day when these sites will start charging companies who are using this medium to connect with their customers and advertise their products. It's about time we started measuring the returns because the cost of not being on social media is way too high," concludes Dutta.


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