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Dentsu demystifies social media for marketers

By afaqs! news bureau , afaqs!, New Delhi | In Digital | June 23, 2010
The agency has launched a handbook on social media in order to educate marketers and students, who are novices in the world of social media marketing

Integrated communications agency Dentsu India has launched a handbook on social media in order to educate marketers and students who are novices in the world of social media marketing.

The book is compiled by Dentsu Digital, the digital arm of the agency. Priced at Rs 99, the book will be published by Popular Prakashan. It will have 85 pages and initially, only 5,000 copies will be printed and distributed through bookstores across major cities.

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The book talks and answers various basic questions related to social media. For instance, it starts by defining social media and educates readers about the benefits, popular social media sites, social media tracking and analytical tools. The book attempts to answer queries such as why brands embrace social media in their marketing mix; and should and how one should implement social media programmes. Some case studies or social media usage examples and glossary of social media terms are also available in the book.

In an official communiqué, Sandeep Goyal, chairperson, Dentsu India, says, "This handbook is meant to be a ready primer for those who are new to social media; which, to be honest, most of us are. Social media is about the new 'E's of brand health: empathy, enthusiasm, engagement and endearment. Well used, it can produce a seismographic effect. Learning new jargon, imbibing new trends and understanding change is part of every marketer's journey closer to the consumer's heart."

The handbook is sponsored by Aircel's knowledge management campus, Aircel Academy.
Gurdeep Singh, chief operating officer, Aircel, says, "As an innovator pioneer brand, we at Aircel have always believed in not only embracing change but also leading it. However, this requires the constant curiosity of a child and the dedication of a pupil before one can imbibe new ideas or be moulded to respond to new stimuli. The ignition of social media forces is fairly recent. It requires understanding and appreciation. Our sponsorship of the Dentsu Social Media Handbook is a first step in that direction."

For the record, Interactive agency Ignitee Digital Solutions also launched a digital media handbook, Honey I Shrunk the World, in January. The 552 pages book collates global data related to the Internet and mobile domains from various sources such as comScore, Internet World Stats, PWC, The Nielsen Company, Universal McCann Survey and eMarketer. It also lists prominent websites, blogs and web applications, apart from describing the basics of digital advertising.