Is social media reaching bottom of the pyramid?

MUMBAI, INDIA: For businesses, the use of technology has become imperative in today's times. And in this digital age, businesses are going all out to their customers using the social media such as mobile SMS, Facebook, Orkut, Twitter and other web tools.

The key purpose of using social media is that it extends the reach to customers, get them engage, promote and market products and services that ultimately reflect profit gains for the companies.

However, today, as the world is getting highly conscious about the different changes happening around - such as the climate change, health conditions, human rights, education among females and overall improving the living standards of the people of lower strata - it is essential that technology and social media must be utilized to reach the bottom of pyramid for social reforms.

According to Suzlon Foundation’s CEO Seemantinee Khot, social media can play a crucial role in reaching out to the bottom of the pyramid. However, for a farmer or a layman, how social media and technology will be able to fulfills their needs remains to be seen, she added.

It’s a valid question for a country like India, where the society is highly fragmented. And even with new developments the digital divide is emerging thus posing newer form of challenges.

Pointing to core issues related to people at the bottom, William J Clinton Organization’s CEO Vijay Talwar said that top of the pyramid belongs to the business people which can afford and have access to technology but for the people at the bottom of pyramid it is not the case.

In reaching out to the people at the lower levels, it requires groups or non-profit organizations that can channel the reach and help to access the available technology and means.

Giving the example of ASSET - Achieving Sustainable Social Equality through Technology, a non- profit group, Talwar said, “ASSET used social media such as Facebook to not only raise funds on the Internet but engage more people in the social work for females.”

Meanwhile, social media and technology consultant Beth Kanter, sharing her personal experience, said, “I had used my blog to raise funds to help a group of monks in Combodia to help them spread education in villages. Social media can be used at the top as well as at the bottom of the pyramid and also can connect individuals.”

Further she added that the American Red Cross used social media such as blogs to get information, suggestions and feedback to improve its programs and also use mobile SMS and Twitter to engage and listen to people in building relations with customers and serving them in better way.

Interestingly, the American Red Cross has formed a social media strategy handbook to enhance its programs and allows affiliate members to share correct information during relief works and natural calamities.

But for India, the situation is contrast as the use of social media and technology such as mobile is limited and restrictive said Gaurav Mishra, 20:20 Media’s CEO.

“The reason why people don’t SMS is not cost but the interface along with the language and content barriers. If this issues are addressed then social media and technology can help to serve the bottom of pyramid in an effective manner,” Mishra added.

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