SOCIAL MEDIA STRATEGY FOR
BRAND BUILDING OF
COOPERATIVES IN INDIA
ROLE OF BLOGS
Sanjay Kumar Verma
Nodal Officer, Coop-Connect
National Cooperative Union of India
Cooperative sector one of the vibrant sectors of Indian Economy.
Despite privatization, cooperative model has retained
Neglect of brand building hindering cooperative growth.
Credibility of cooperative sector is lacking.
Public perception towards cooperatives still not favourable.
Paper advocates for strengthening communication plank
through SM i.e. Blogs.
PUBLIC RELATIONS AND BRAND BUILDING
Public Relations is considered important for brand building of
Public Relations is a two ways communication.
Branding is an image building activity.
Building and nurturing relationships is important in brand
SOCIAL MEDIA AND ITS SIGNIFICANCE IN
Definition of Social Media.
Social Media is inexpensive and easily accessible.
Difference between Commercial Media and Social Media.
Social Media → Connect, Collaborate and Move ahead.
Impact of Social Media is more profound than usual Public
BLOGS AND BRAND BUILDING
Definition and its nature.
Interactive nature of blogs creates goodwill.
Blogs engage customers through open forum of discussion.
Blogs provide keen insights into working of an organization.
Perfect tool for advocacy, lobbying and generating resources.
Strong alternative to mainstream media.
CURRENT PR PRACTICES IN COOPERATIVES IN
Significance of Public Relations is not understood for brand
Two way communication is neglected.
Public Relations strategies neglect brand positioning.
Heavy dependence on commercial media.
Cooperatives have yet to venture in the field of Social Media
IMPORTANCE OF BLOGS IN BRAND BUILDING
The cooperatives are democratic organizations.
Blogs symbolize freedom of expression, have participatory
Blogs best medium to expand business of cooperatives.
Good content is key to success of an organizational blog.
Blogs can captivate the hearts of readers.
Blogs have made many organizations succeed through
Towards Model Building
Challenge of building up participatory models for
cooperative sector in India.
Brand-building through blogs is a new area.
The nature of paper is exploratory.
Model Building for Business Organisations
Coops face challenge to sell products
Challenge for not only brand awareness but also for brand
Customer interactions key for brand building
Community hubs on blog
In post-liberalisation era one-to-one marketing is important
Devising marketing and sales techniques through blogs important.
MODEL BUILDING FOR PROMOTIONAL
Devising effective communication strategies for fulfilling
Blog is effective communication tool for promotion.
Blogs strengthen capacity-building programmes.
Blogs effective for grass-roots projects/programmes.
Blogs effective for advocacy and lobbying.
Blogs effective in research.
REALITY AND WAY OUT
Coops must evaluate their Public Relations strategies
Coops must give importance to blogs in on-line communication.
Coops can bridge gap between HQ’s and field offices.
Blogs effective in connecting with other organizations.
Blogs are an effective media channel.
Blogs make cooperatives achievement-oriented.
REALITY AND WAY OUT
Blogs are a crisis management tool.
COOP CONNECT Forum and Blog.
NCUI’s foray in cooperative education in schools
Generating awareness for blogs.
Pitfalls must be looked into.
Technology for popularizing blogs must be understood.
Online communications is no more a taboo.
Coops must not lag behind
With eye for future coops must take definite steps