FMCG brands need to use Social Media to engage housewives - Devesh Verma

The number of monthly active users on Facebook has surpassed 1 billion. The average duration of video uploaded on Youtube per second is about 50-60 minutes. There has been an active increase in the no. of people registered on Twitter, Pinterest, Google+, Scribd and similar social media websites. With close to 45% of this traffic consisting of the fairer sex, and the increase in the status and participation of women in India, I think this is the perfect time to use Social Media to target the right audience with the right connect.

There are so many brands in the FMCG market and most of them offer good value and quality, so it is through customer intimacy and product innovation that the differentiation can be brought about. Social Media is the ideal platform and can be leveraged upon to Foster dialog, Spread awareness, Measure customer satisfaction and communication impact, and Spur innovation.

FMCG brands can choose any or all of the above as their objectives for social media. The best thing about the digital platform is that one can measure how one is performing corresponding to each of the objectives using KPIs like share of voice and engagement rate for “fostering dialogue”, resolution rate and satisfaction score for “Measuring Customer Satisfaction” and so on using various social media analytics tools like Radian 6, Alterian SM2, Telligent etc.

To specifically target housewives content buckets could include hobbies, cooking, beauty and cosmetics, health and fitness and the perfect time could be in the afternoon and evening, but these can be altered depending on the results we get from analytical tools.