It is not that Indian companies stay completely away from the reality of brand management in social media. I even received a response from ICICI Bank one day, when I tweeted about some issues on their website. It took them a day to come back- in digital world, a day can be too late.
Vijay in this post has published a nice presentation on a particular incident that had the potential to hurt Cafe Coffee Day’s digital reputation. CCD reacted on the same platform and came up with quick remedies to the situation. The wonderful presentation tells you what happened, and how CCD came into the picture and then how it went about the whole issue.
The point is, it is currently easier for smaller companies to react quickly as CCD did, in this case. Multi division companies, even if they have all the right intentions, may not have the same speed of reaction, when there is an incident on the web like this one. Speed and decisiveness may remain the key to making or breaking a reputation.
Nevertheless, companies are taking the right baby steps in this direction. Daksh has compiled an excellent presentation on Indian companies on Twitter that is worth a serious look.
PS: Blogging will me more frequent now.