In India, Twitter is spreading like a wildfire, especially in the media world – every media house sports it’s Twitter handle and wants you to follow them.
But media being media, they still do not get the ‘new media’. And before you hit back on me, answer this question – how many of tweets from Indian media houses are conversational in nature?
Even though,Twitter is informational for some (Twitter in India – People Use it as a News Service [Survey Report]), the biggest impact one could ever have is by building community, by building an engaging community around the brand.
What’s really happening is that most of the Indian media brands use Twitter as a way to push out news (starts and ends with RSS feed integration), without giving a damn to readers/followers – a process, I’d call shovelware
Shovelware is a derogatory computer jargon term that refers to software noted more for the quantity of what is included than for the quality or usefulness. The term is also used to refer to software that is ported from one computer platform or storage medium to another with little thought given to adapting it for use on the destination platform or medium, resulting in poor quality.
The metaphor implies that the creators showed little care for the original software, as if the new compilation or version had been indiscriminately created/ported with a shovel, without any care shown for the condition of the software on the newly created product.- wikipedia
Essentially, Indian media is still using Twitter as ‘just another content promotion channel’ without listening to what readers/followers are asking for – and this is where they have again got it all wrong.
After all, how many tweets from media companies are about other website content? Do they care to reply to their followers? Do they really add value, beyond those website links? They don’t even follow others! Will it be wrong to say that their twitter presence is just a namesake?
Twitter is about creating engagement with the community and one-way communication doesn’t help. It’s time traditional Indian media houses learn a thing or two from their US counterparts who lived in their own world, suddenly woke up and realized that new media has taken away their bread and butter!
What’s your opinion on Indian media’s usage of Twitter? Do you agree with media’s usage of Twitter?
[Aside, follow us on Twitter – we do add value!]