Five years ago, it was unimaginable to see a famous, renowned director create an explanatory video and upload it on YouTube. On January 3rd 2010, it actually happened. Rajkumar Hirani, one of Bollywood’s well-known editor, director and screen-writer was seen in a video titled Rajkumar Hirani breaks silence on 3 Idiots & Chetan Bhagat’s Five Point Someone. In this 8 minute clip Mr. Hirani takes his viewers through the various points of contention around the controversy (for the unitiated, read here and see this for starters) and offers clarifications. Typically, big-wigs were never required to clear the air and/or break their silence. They had enough clout. At the most there would be a press conference, interviews – the regular route. Except this time, its different. Its different because firstly Chetan Bhagat is a celebrity himself in the literary space. The other more important differentiating factor is that he’s social media savvy. His Twitter handle has over 42,000 followers, his blog is well-read (check the number of comments on the last five blog posts). In short he has a substantial online presence which he has used to communicate with his community of fans.

So what has that done? Well it has leveled the playing field. It has turned the notion of controlling information and communication channels on its head. When a seeming wrong was done, the other side had tools, a voice and a fan base to counter-argue with.

There is a significance to this controversy that I’m hoping to draw out. It can serve as a huge lesson for brands (atleast the smart ones!). Lets port this analogy into a corporate setting. Let’s say Rajukumar Hirani is a huge corporation and Chetan Bhagat is a customer. Make that a jilted customer. The consumer feels he has been wronged and wants the wrong undone. A few years ago, there wasn’t much he could do. Today is a different story. He can energize his already active online presence and use it to offer a detailed account of his experience, provide facts and invite participation from his community. Given the inherent nature of social media, things DO tend to go viral, here’s a random tweet and a not so random blogpost for example.

Eventually the big corporation will feel itself dragged into a medium that it is unfamiliar with (notice the comments on the YouTube video are closed?) and offer one knee-jerk reaction after another.

Social media makes brands flinch for this very reason: its transparent, it accords equal status to everyone and most of all, its here to stay. Perhaps a better approach would be to be part of the conversations from the get-go, way before its time for damage control.

I’d love to hear your take.

For those of you scratching your heads, wondering what the epic Avatar has anything to do with social media marketing, here’s two words: a lot.

Make that three words: a hell lot.

1. Like Pandora, social media is an unknown, unexplored world
   On Pandora humans cannot breathe without special equipment. The terrain is different. While humans are used to mountains firmly stuck to the earth, Pandora has them swinging in mid-air from vines, if you may. The language of the Na’vis is unfamiliar. Ditto with social media. Its a space we’re new to , just getting started and learning a little more everyday. Social media exists in a different world than we’re used to. The ‘language’ used by social media natives is unique too.  Traditional marketers are accustomed to an entirely different way of communicating.
2. Every community has its rules
   Pandora’s Na’vis have their own customs. There is an unspoken protocol of connecting with others that only comes with being a genuine part of the community. Jake Sully thought he’d go right in, do some high-level intelligence, come out and know the insider details. Problem is being superfluous means you stand out, like an alien. The world of social media also has its own unspoken protocol and customs about connecting. Being a trusted member takes time. one needs to feel the ropes, listen, participate and slowly make inroads into the community. Trust, is big in both worlds.
3. Real bonding takes time
   Jake had three months (and a beautiful mentor, but never mind that) to develop a rapport with the natives, to know and understand them, their ways. During this time, he observes the ways of the Na’vis, from the language to the taming of the banshees. There’s a phrase they use for that: I see you. It means that I acknowledge who you are, your spirit, your being. Social media operates along the same lines. The acknowledgement is important that your consumers are real people and not just figures. Seth Godin pointed out in a blogpost recently why social media is difficult for organizations: because its a process, not an event. Orientation into a new world is a process. Learning is a process. Listening is a process. Participating is a process. Social media is useless if brands want to come in, exploit the space and bail.
4. Exploitation will bring a backlash
   Perhaps Avatar’s biggest lesson for marketers is not to rush in with bulldozers (read broadcasting material) in social media. Col. Quatrich/Sky People/The Humans/The Outsiders had a plan. Attack, plunder and exit. Some brands look at social media in the exact same way. Identify potential channels for blasting your message, exploit them to the fullest and leave. Real engagement? What is that? Well brands have and will continue to suffer with that mind-set. Motrin suffered, Chetan Bhagat suffered, Skoda (India) suffered.  I’m guessing in each case, the damage done was unintentional but it happened because they didn’t bother understanding  the community’s ways well enough.

Ok so all said and done, what can brands do to understand the ways of the social media world? I’m providing two useful links here for starters:

10 Social Media Blunders that Can Destroy Your Brand

99 Social Media Failures (this one’s funny)

Building a social media presence is going to be inevitable for brands. Might as well do it right, I say.

On an altogether different note, Avatar is stellar and true work of art. I’m going to see it for the second time today. For those of you who haven’t seen it (this post must have read like c*** eh? lol) please watch it asap. Here’s the trailer to get you excited.

Image courtesy: Avatar’s official movie website