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Engage online to boost your business

If IPL 5 had six million viewers, Facebook has at least 23 per cent more

When Ra.One was released, Shah Rukh Khan knew by Friday night that it was a flop and on Saturday morning he started tweeting about Don 2

Case rested; verdict in favour of use of social media in business.

A discussion on the “impact of social media in today’s world” kicked off Eng@ge 2012, “eastern India’s largest digital media summit”, presented by the Public Relations Society of India, Calcutta Chapter, in association with The Telegraph, at ITC Sonar Calcutta on Tuesday.

“Not using social media can kill your business,” was the message sent out by Mahesh Murthy, CEO of digital marketing firm Pinstorm, as he cited the instances of IPL 5 and SRK’s Twitter campaign for Don 2 to assert that word travels the quickest via social media.

How to manage social media was discussed in a session titled “Social and Digital Media: Taking Business to the Next Level”. “Moderation is an issue,” admitted Pradeep Chopra, CEO, Digitalvidya.

“In social media, honesty is not the best policy. It is the only policy. There is no place to hide,” said Rajiv Dhingra, CEO, WATconsult, a social media strategy consulting firm.

Post lunch, Gitanjali Sriram, founder partner of Naked Communications, and Narendra Nag, co-lead, MSLGroup India Social, hosted an interactive session with the audience on “Branding Challenges in the Digital World”.

The day ended with the audience split into groups and asked to come up with one useful tip for a business going social and one question they wanted an honest answer to.

Day two saw a discussion by Rita Bhimani, PR consultant, and R.K. Dharan, chief executive, R.K. Public Relations, on the changing face of public relation and the growing importance of online PR.

The big draw was a panel discussion between Paroma Roy Chowdhury, country head, Google Corporate Communications and Public Affairs, and Dean Thompson, the US consul general.

Dean highlighted the importance of an active online strategy and likened the spread of virtual networking to the old silk route that connected, helped develop and influence so many cultures. .