Essential 5 E's of Social Media...

In a simple words “social media is online way of word of mouth” which is very effective tool for advertiser. Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue between organizations, communities, and individuals. 

Advertising is a form of communication used to encourage or persuade an audience. Everything changes according to the time. Internet provides new platforms for advertisers to advertise. Either a business is small  or big; social media is used for their business to attract the online consumers as well to publicize about their brands.

There are 5E's which are very essential elements for social media. 5E's stands for:

1.    . Engage
2.      Entertain
3.      Educate
4.      Enrich
5.     .Empower

Engage:

Everything starts with engagement. This is our time; this is your time. How well your advertisement is able to engage the audience. The penetration of the internet and rise of convergence has changed the dynamics of media consumption's. Your consumer must engage with your online data but if we look at number of patents that researcher are filling in US pertaining to quantitative, statistical and complex algorithms for media planning; it becomes evident that human judgment is no longer reliable. There is just too much data. Consumer loses their interest from the topic because of too much data. If we wanted to engage the consumers to our brands, ads, etc our information must be in accurate way that consumer get the right message instead of losing in data.

Arvind Sharma, chairman of Indian subcontinent, Leo Burnett said the most unsuccessful campaigns tell one sided products stories” he also indicate that “communication must has to be reflect the essence of the brand. For example campaign for BJP on 2009 the question is – are you advertising BJP or are you advertising L.K Advani? It was a one sided product speak; as a result, I was not surprised with the outcome of elections.

  

Entertain:

In the global context the idea of ads as entertainment took center stage with the rise of super bowl. During those days it was concept about mini movies. Today it goes beyond that. “Volkswagen’s ‘The force’ campaign for the new pass at, which won the top spot during super bowl 2011, became one of the top viral campaigns of the year, accumulating 10 millions hit on YouTube before the game itself.

Educate:

 We can educate consumers by ad campaigns. For example the famous polio campaign with the famous Bollywood superstar amitabh bachan in India. Even the great contribution of Jaago re campaigns by Tata Tea to educate consumers. Social media plays vital role to deliver these ad campaigns among the consumers.

  

Enrich:

 While entertaining or empowering ad can increase the brand recall of the product, an essential element that can differentiate is how you communicate the experience behind the product service you are marketing.

Empower:

Today people are far more conscious about their individual identity and needs than ever before. The market is quite transparent allowing them to compare, judge, discuss and provide direct feedbacks. Therefore it is increasingly important for a brand to communicate with and plan for consumer empowerment. Consumers have turned themselves into prosumers and in the act role reversal, are influencing providers for better service and product.

These five essential elements are the reason for the consumers to stick with the brands, products online. In present scenario social media is playing vital role to make stick consumers online.