The process of discovering relevant information about a product or service in order to determine its fair value and relevant features is called Screening and its one of the most important feature of ever growing social media campaigns used by marketers for Product Promotion. This process is very relevant in campaigns where marketers are trying to leverage the power of social Media to promote their Product and Service .Traditional Marketing was more about Signalling where stress is more about conveying about the offering to the customers credibly .But the same technique is not useful on Social Media like Twitter and Face book .Reason being Traditional Marketing is based on basic assumption of information Asymmetry where the customers don’t have access to the complete set of information on basis of which he/she can make its purchase Decision and Hence forth Marketers share information to influence Customer ‘s Decision .But with Advent of internet and social Media Networks , the situation has changed radically and hence the marketing approach has also to be changed 360 degrees to address this change in approach . Now there are Glut of information is available about various Products available to the customer to make their decision. Apart from that on Social Media , customers can get Feedback , reviews instantly from their Friends and Social Network to more information about the products .Social Media has vastly reduced this Information Asymmetry barrier and the basic Assumption has changed .Hence forth Marketers need to adapt the Screening Method to survive and execute successfully the marketing campaigns on Social Media.
Based on “the view of innocence” this process allows checking from the marketing process to the development of the product. It’s a continuous process of getting feedback from the customers and being truthful about your product and services to withstand the scrutiny of the customers on social Media The first task is to listen, to ask, to listen and to ask again, understanding the process in the way it is currently done. Then naturally doubts and important questions will appear, comparing your process and the way you promote your product with other markets, other countries and other competitors using social Media . Sometimes as we are doing always the same activities and claiming the same benefits, the market goes slowly moving and we cannot perceive. Also same innovations that are not done yet in our market could be introduced and make the difference. So to check why we claim what claim or why we do what we do is the very first step in keep our competiveness as sharp as possible.
Talking of Social Media , I remember a popular line from a old urdu Poet : “Ye hamaam-e-siyasat hai,yahan sab k sab nange haine”.It stands true for social Media .Nothing is hidden from the customers there and hence marketers have to be careful about their strategy otherwise they won’t be expected benefits from their campaigns on contrary the whole process can back fire and affect their brands adversely if they stick to old methods.