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    The most important yardstick to measure the success of any entertainment property is social network. You don’t have it, simply means you haven’t really done a good job. Sponsors, stake holders and promoters often go by the numbers that reflect on the ‘like’ tab and rate the event. But networking gurus think otherwise. Whether you are starting your own brand or introducing a new gig in town, ‘likes’ can be bought and that can give an impression of great popularity. But who are these people whose ‘likes’ brands buy?

    Believe it or not, they are nothing but bots (‘Likes’ that belong to nobody). There are agencies that sit in East and West Asian countries, whose job is only to create fake likes. Infact, I figured, that a post on Facebook does not even reach each of your friends, until you boost the particular post by paying. So if you have been thinking that your post is reaching your friends, think again!
    Social networking, especially Facebook, according to experts, has been losing steam over the last couple of years and image-sharing social networking sites like Instagram, have gained in popularity over the same period. Promoters are trying to adopt to newer ways of talking about their brand, because Facebook does not allow you to engage, unless you pay. So are we staring at a new trend to become mainstream soon? Quite possible. Research shows teens’ growing interest in other social apps like Twitter, Instagram and Snapchat, and a recent Pew study found more than half of teens have avoided certain apps because they’re worried about privacy. The big question for the long term is therefore going to be, whether using Facebook as the primary form of social media is something teens grow into or whether each succeeding generation will end up with its own favoured service.

    For me personally, Facebook is not cool anymore and considering loyalty is a thing of the past, I see teenagers adopting newer methods of networking.

    -Trigam Mukherjee (m trigam.m@jupitermail.in)

    Trigam is a music and radio expert. The writer’s views expressed here are in his personal capacity.

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