What’s it like to work in social media in 2022?
Working in social media in 2022 means you finally have a seat at the table, you have an important voice within your organization. I’ve lived through a time when it was the last thing higher-ups wanted to invest in at an organization. The understanding of our jobs was reductive and mostly about “pushing a Tweet” out.
With every passing year, that has changed. Now social and digital actually end up leading most marketing campaigns (at least in sport), affect how we think [about] and plan campaigns, and crucially are seen as a significant revenue generator for the business.
How long have you been in social media? How has the industry changed since you started?
My first ever stint in anything related to social media was back in 2009-10 when I was creating social pages for Goal.com, India. Those were the days of Orkut!
I’ve been in and out since and firmly back in during the last seven years. Digital and social is now not just seen as an inconvenient cost center where we just shell out money for agencies and resources every month purely for “engagement numbers”. Social is now driving significant revenue. Even within the IPL for example, each sponsor for a team has certain monies promised against social media content. There are also an increasing number of content partnerships with brands and IPL teams each season, as brands realize just how much meaningful visibility and recall they can create through content, rather than an ad somewhere on the internet.
The other interesting development in recent years is how content formats have evolved, with short, vertical video now being highly consumed all over the world. Including the vast array of Indian languages into mainstream social media is something we will continue to see over the next decade.