Dentsu launches ‘Dentsu Social Media Handbook’

Integrated communications agency Dentsu has launched a compendium on social media. Compiled by the agency’s digital division, the ‘Dentsu Social Media Handbook’ elaborates on various components of social media, demystifying certain myths associated with it, while showcasing how some social media plans were executed along with market examples and case studies. The handbook is sponsored by Aircel’s knowledge management campus Aircel Academy.

The handbook is supposed to be a primer for working professionals in organizations that want to target social media. It is also meant to reach out to students in management institutes, providing them with basic insights on this emerging new field. The book includes global examples from brands like Coca-Cola, Dell, SAP and Uniqlo among others while Indian examples from Aircel, Cadbury and Indian Fantasy League have also been featured.

In an email interview, Sandeep Goyal, chairman of Dentsu India, explained the book intends to fill a gap in the understanding on social media and related areas of digital communication – which is a frequent conversation at client meetings. “Everyone knows a bit. Some know more than a bit. Only a few know a lot. But that doesn’t really help if the entire ecosystem is not sensitized to the opportunities available in the social media space. We felt that a simple handbook would help,” he said. He added that more than digital savviness, the effective use of social media requires sensitivity. “You first need to vibe with the target customer, get under his skin, relate to his world, and focus on his mindset. That alone will open up a huge set of opportunities,” Goyal emphasized. 
‘Dentsu Social Media Handbook’ is available for Rs 99.