s Wrong With Indian Social Networking Sites

s Wrong With Indian Social Networking Sites - s Wrong With...

Info icon This preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
’s Wrong With Indian Social Networking Sites? Why Should Brands Embrace Social Media?  > Three Dimensions of Differentiation for Indian  Social Networking Sites Welcome to Gauravonomics! Subscribe to my RSS feed  in a feed reader  or  by e-mail  and you'll never  miss my posts on marketing, technology and social media. Quick Summary: Read why language (English vs. vernacular), mode of access (Internet vs. mobile) and  social dynamics (global vs. Indian) will be the three dimensions of differentiation for Indian social  networking sites. - X - X - X - In my previous post, I wrote about  why Indian social networking sites need to differentiate themselves  – Most of the Indian social networking sites are basically India-focused  Facebook MySpace Orkut LinkedIn   clones. Such clones would only be popular amongst a small set of twenty-something Indians in metros who  won’t want a clone anyways. I also presented  a typology of Indian social networking sites on a 2X2 matrix with Indian-vs-global  social dynamics on the X-axis and Indian-vs-global user appeal on the Y-axis  – – and suggested that –
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
To really build an identity and a broad Indian user base for themselves, Indian social networking sites need to  reflect the unique nature of relationships in the Indian society. Three Dimensions of Differentiation: Language, Access and Social  Dynamics Based on the discussion in the  comments section  and on Twitter,  Facebook  and  e-mail , I have realized that  there are, in fact,  three dimensions of differentiation for Indian social networking sites — language  (English vs. vernacular), mode of access (Internet vs. mobile) and social dynamics (global vs. Indian) . Why is Social Dynamics a Dimension of Differentiation? I have already illustrated in my  previous post  how  an offering that reflects the unique Indian social  dynamics is likely to be well-adopted by Indian users  – Matrimonial sites like  BharatMatrimony JeevanSaathi  and  Shaadi  are the Indian equivalent of international  dating sites. A lot of my Indian friends who wouldn’t risk being seen on a dating site, use matrimonial sites  basically to meet interesting people they can date (and, just maybe, marry). In this post, I’ll share some numbers with you to illustrate how language and access are the other two  dimensions of differentiation for Indian social networking sites.
Image of page 2
Why is Language a Dimension of Differentiation?
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern