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Are brands succumbing to social media uproar in the age of rampant digitization?




Rampant digitisation and social media uproar has lately been successful in changing narratives. A trending hashtag has the potential of either make it or break it. The power of the virtual tool is so prudent now that every individual and organization craves for sound reputation and validation online. From a small brand to an established one has once in a while faced social media scrutiny. Has the power of social media become so invincible and if brands have started to succumb to it, let’s explore.

Social media has become a quagmire for companies or marketers seeking consumer attention. Being alive on the social network, which once was a fancy feeling, has now become a marshland for companies. Currently, almost everything is on digital media and even traditional forms of media eventually look at a digital push. Lately, brands have been victims of the online backlash, virtual conversations turning into a bruising spot, and in worst-case scenarios brands being dragged in the clash between people’s political affiliations, religious beliefs, and personal biases. The recent one to join the bandwagon was Myntra’s logo change. Fortune Rice Bran cooking oil from the house of Adani Wilmar, Netflix, Amazon Prime, Tanishq, Swiggy and numerous other names can be added to the list of brands who faced trolling and social media aggression. So, is responding or ignoring the online tension the perfect solution for the backlash?

Experts feel that companies need to relax on pushing out content on social media. It is more important to gather insights by listening to customers on social media. Companies’ objective is to serve consumers. Consumers should be attracted by brands. Brands should not get distracted by others.

Power of social media and its growing impact on reputation and validation

Atul Sharma, Managing Director, Ruder Finn India exclaimed, “There is no doubt that the attention brands pay to social and digital media has radically changed as opposed to even five years ago. This is ensuring that brands are constantly on alert, on the edge even because who knows when the next trend will go viral. Explaining further, he added, “Just like individuals, corporates and brands are not particularly fond of getting trolled, therefore being vigilant and seeing it coming is far better than getting caught in the crossfire. As for validation, the answer simply lies in the numbers. The mammoth outreach of social media gives enough and more validation. This is why you will notice that almost all PR activities are now complemented with bespoke social campaigns. Integrated Comms has comfortably upstaged traditional PR and comms. And why not! I think it’s time to evolve with the trend. “

Aman Gupta, Co-founder and Managing Partner, D Yellow Elephant, feels that a certain amount of authenticity that brands need to represent when putting out any content online. “However, social media is a very fast-paced environment and if you’re not quick on the move you might miss the bus. So, while you put content out you need to have some robust strategies in place to manage any fallout of your content – it’s just about your preparedness. The power of social media in damaging your reputation is directly linked to your ability to actively maintain it”, he added.

Brand ideology and taking stand for their brand ethos and values

Tushar Bajaj, MD – Organic by MSL remarked, “Social media penetration has led to a polarisation of narratives and brands tread a fine line between upholding their own values and staying on the right side of their customers.”  Pointed out about social activism, he said, “Social media activism is also trending up and brand actions do lead to strong reactions, both positive and negative. Brands that do communicate their ideology regularly and back it with actions in their business are appreciated and preferred with those aligned with such messages.”

“The polarised nature of social media however puts brands in a situation where they are forced to choose between being neutral and boring or opinionated and therefore controversial with one set or another inevitably”, noted Bajaj.

Contributing his thoughts, Atul Sharma intervened, “Through the pandemic, 2020 cemented a fact that I’ve believed for decades. That technology will play a fundamental role in not only the way we work and do business but also radically change our personal environment as well. That’s where social and digital mediums came through bringing together people from all corners of the globe. In fact, we at Ruder Finn especially workshopped Ruder Finn’s five fundamental values—Entrepreneurship, Non-hierarchy, Independence, Meritocracy, and Empathy.”

Is it feasible to say that social media has got immense power now to change the narrative of anything and everything? 

Bajaj strongly feels that social media narratives have a short lifecycle and typically get fuelled by coinciding or contradictory news cycles, new social media perspectives, or events on-ground. According to him, “Social media does have immense power to shift narratives but as a standalone, social media has limited long term impact. That said, actions arising out of social media negativity can have a lasting impact on brand perceptions, reviews and ratings as we have seen in the last few years – this means brands have to be extra careful in their messaging leading to more and more neutral or mass aligned messaging. “

“Social media can be misleading, yes. That is why one has to be quick-thinking, on their feet at all times when navigating the space. There is a kind of agility in your communications strategy that one needs. As a digital agency, we consistently factor that in while crafting our campaigns. We, at D Yellow Elephant, move forward with an approach of new age, digital-first integrated communications and this takes into account everything from data analytics and insights to multi-channel storytelling for enhanced business impact,” asserted Aman Gupta.

Spinning the conversation towards optimism, Sharma added, “Look at some of the positive campaigns that have dominated last year, especially those that came with a socio-environmental message attached to them. The UN created the #SafeHands Challenge to propagate a preventive message against Covid-19. For a developing country like India, I am certain it changed the narrative and added value to the fight against Covid-19.

Similarly, take the #IsolatedNotAlone campaign that raised awareness against domestic violence thick in the middle of the lockdown when it was the easiest to feel trapped in a precarious situation. I believe that even if one person mustered the courage to act against this, that to me is a successful campaign! Then there were others, where people simply came together to feel a part of something tangible despite being isolated in their homes, like #Sareechallenge, #Dalgonacoffee, #MeAt20, etc. Being an eternal optimist, I would like to believe that social media has changed the narrative for the better –far more than it has for the worst.”

Why do brands need to be more firm with their ideologies now?

“When ideologies are built into business models then brands have to be firm and re-emphasise the ideology time and again but brands leveraging national or current events or challenging social stigmas/situations have to be even more prepared to tackle potential fallout arising from polarised social media groups”, asserted Bajaj.

Sharma agrees that in the near future, there will be issues, where businesses will be put in a position where they have to choose to take a stand or watch from the stands. “As we speak, CEO activism has become a regular occurrence on social media with the likes of Elon Musk making a point simply by using emojis. Closer to home, leaders like Anand Mahindra (who I consider a popular social influencer too) and Rahul Bajaj are examples where leadership isn’t shying away from putting their ideologies out there. At the end of the day, to each their own.”

“If you are not confident of your ideology, defending it in a space that has an information load is very difficult. That is a 101 approach to any communications strategy. Brands need clarity of thought and vision, else it is easy to deviate from your messaging”, concluded Aman Gupta.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

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12 Proven Methods to Make Money Blogging in 2024



Make money blogging


Make money bloggingThis is a contributed article.

The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:

1. Embrace Niche Expertise:

Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.

2. Content is King (and Queen):

High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.

  • Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
  • Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
  • Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.

3. The Power of SEO:

Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.

  • Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
  • Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
  • Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.

4. Monetization Magic: Affiliate Marketing

Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.

  • Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
  • Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
  • Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.

5. Display Advertising: A Classic Approach

Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.

  • Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
  • Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
  • Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.

6. Offer Premium Content:

Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.

  • Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
  • Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
  • Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.

7. Coaching and Consulting:

Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.

  • Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
  • Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
  • Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.

8. The Power of Community: Online Events and Webinars

Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.

  • Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.

9. Embrace the Power of Email Marketing:

Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.

  • Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
  • Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
  • Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.

10. Sell Your Own Products:

Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.

  • Identify audience needs: Develop products that address the specific needs and desires of your target audience.
  • High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
  • Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.

11. Sponsorships and Brand Collaborations:

Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.

  • Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
  • Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
  • Align with your niche: Partner with brands that complement your content and resonate with your audience.

12. Freelancing and Paid Writing Opportunities:

Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.

  • Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
  • High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
  • Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.


Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.

Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.

Image Credit: DepositPhotos

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?




Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach



Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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