Effective social networking – making a difference on the World Wide Web

For these inspirational people, social networking means more than just daily picture uploads

In today’s day and age, finding someone without a Facebook, Twitter or Instagram account is virtually impossible. From long-lost classmates to inquisitive aunties with super stalking abilities, right down to your tailor — everyone is now an avid social networker, sharing pictures, opinions and experiences online. In fact, the internet and the many communication platforms it provides — be it social networking websites, blogs or even email, etcetera — have become so commonplace that just about anyone with a laptop or smartphone can use them as they please.

Unfortunately, despite its prevalence, the internet is little more than a tool for self-gratification for most of us. We regard it merely as a means to market our social lives online or purchase things without having to move a muscle, occasionally using Google and Wikipedia for educational purposes. But while we have been trying to select the best Instagram filter to make our profile pictures stand out, a handful of talented and motivated youngsters have been using the internet for larger purposes. Whether it’s to raise social awareness, improve our national image or simply to promote their own talents, these people have truly used social networking to their advantage.



Nezihe Hussain who founded the SWOT’s Guide For Karachi’s Restaurants page on Facebook, early in 2011 is one such example. Building on the concept of a SWOT (Strengths, Weaknesses, Opinions and Tastes) analysis, the group was initially meant for Hussain’s immediate circle of friends only. “What started as a small idea for 40 of my friends now stands large with over 35,000 members,” says Hussain. As one of the largest food groups on Facebook worldwide, SWOT’s Guide offers members the opportunity to share restaurant reviews, recipes and suggestions for eateries across the city. Not to mention, it is a prayer answered for those looking for the right place to order something specific from. “SWOT’s Guide also sparked the trend of members — ‘Swotties’ as we like to call ourselves — to meet at a designated restaurant, asses it and post our assessment online,” says Hussain. Today, there are more than 40 other groups under the SWOT umbrella covering a variety of issues, including weight loss and health, travel and tourism, entertainment and even buying/selling merchandise. “SWOT has been an inspiration for other groups of similar formats,” adds Hussain. “‘Swotties’ take pride in being pioneers, not just locally but internationally as well.”

While foodies remain hooked on to the SWOT pages, many women have taken to micro-blogging in order to share their knowledge and experiences. In particular, the past few years have seen a rise in the practice of ‘beauty blogging’ wherein fashion and cosmetic enthusiasts review new products, salon services and beauty tips etcetera. Rabiya Tungekar, one of Pakistan’s leading beauty bloggers, started out by simply helping others learn about makeup. “My passion for beauty products encouraged me to venture into beauty blogging,” shares Tungekar. “I wanted a space to share the knowledge I had and resorted to Facebook, followed by Twitter and Instagram. The response I got was overwhelming!” Tungekar and her team of fellow beauty bloggers are now part of a panel of privileged experts who are invited to product launches by big-weights of the cosmetic industry seeking their approval for new products. The ladies are treated free of charge with samples after which they post their individual reviews, pictures, tips and product swatches on their blogs.

But there is much more one can utilise the web for than just consumerism. Many renowned artists such as Justin Beiber and Taylor Swift initially started off by posting video-blogs of their music over YouTube. Others like Imaan Sheikh from Pakistan took to the internet to make us laugh. You might recognise Sheikh from the Facebook group ‘Imaan Says’ in which she shares side-splittingly funny reviews of Bollywood movies. Nonetheless, in a span of just a couple of months, Imaan managed to go from a regular youngster cracking jokes about popular movies to a fan-favourite critic. “It started when I happened to watch a particular Bollywood flick one night,” confesses Sheikh. “I hated it so much that I decided to blog about it. Coincidentally, the blog vent viral! I started writing more movie summaries and each summary garnered a million views.” Soon after, Sheikh became a massive hit over all social media websites which propelled her towards international success. “I started getting calls for interviews from media giants like Hindustan Times, Dhaka Tribune, India Today, Asian Age and even Elle Magazine!”



However, it wasn’t until popular comedy website BuzzFeed called Sheikh that she started making money from her efforts. “BuzzFeed decided to hire me full-time and there has been no looking back since,” adds Sheikh. However, amongst individuals and groups promoting Pakistani talent online, perhaps the most prominent work would be that of the Elan Women’s Social Club. Founded by entrepreneur Erum Munir, who currently serves as its CEO as well, the club is a means for female entrepreneurs and businesswomen across Pakistan to come together under one roof. “Our club, being the first of its kind, was possible thanks to social media which made it easy to congregate businesswomen on one platform,” explains Munir. “We started from a Facebook page with 23 businesswomen and only 50 fans. Now, my fellow entrepreneurs and I have several meetings, host social events, conduct workshops on virtual entrepreneurship and organise exhibitions, etc.” Standing strong with over 60,000 fans, the club offers upcoming and established businesswomen the opportunity to come forth and showcase their talents, helping them solidify their businesses. “Our next exhibition will take place on March 7^th 2015!” adds Munir.

In addition to this, some keen Pakistanis have been working hard to improve the image of our country over the internet. For example, AIESEC — an international youth organisation that aims to develop its members into global leaders and affect social change — strives to change how others view Pakistan on a daily basis. According to Zaki Hyder Bihan, Vice President of Outgoing Exchange at AIESEC Karachi, “AIESEC being a primarily youth-based organisation, markets its core product, ie social exchange, via mediums that are accessible for its members and target-market.” Therefore, the AIESEC team employs the internet to further its cause. “Social networks like Facebook have played a particularly huge role in establishing AIESEC Exchange across the globe,” adds Bihan. “Although AIESEC has its own international portal as well as a national one for every member state, the social media still contributes the most youth engagement. The social networks are global and so align perfectly with AIESEC’s aim to develop global leadership and talent.” In addition to this, a large chunk of AIESEC’s everyday operations are conducted online, including exchange announcements, project campaigns and even recruitment. This encourages global interaction and affords Pakistani youngsters the exposure they need to broaden their horizons as well as Pakistan’s.

While some like Sheikh have simply stumbled upon online success without having planned for it, others like Munir and AIESEC are utilising it to perpetuate social and political developments within Pakistan. Keeping in mind the easy accessibility of the internet and the success achieved by the above-mentioned examples online, one can conclude that there is no shortage of opportunity over the internet. Fortunately, there is no shortage of talent in Pakistan either. All we need to do is exploit that talent and develop the ability to manipulate the virtual world to further our cause.



Did you know?

Lilly Singh famously known as IISuperwomanII is an Indo-Canadian Youtube personality. She started her career in 2010 by posting videos on Youtube with a satirical take on everyday life. Her videos since then have received much acclaim and as of September 2014, her channel has over four million subscribers and her videos have gathered over 400 million views. Her YouTube fame has enabled her to go on international tours as a stand-up comedian and landed her a small role in the movie Dr Cabbie. She also runs a successful website Unicorn Island, which sells clothes based on her YouTube persona.

How to create a website?

Step 1 — Reserve a domain name for yourself: a domain name is what goes on your website e.g. myname.com. Dynadot.com and godaddy.com are two sites that can register your domain name at a comparatively cheaper price. Take time to think about the name because the name you choose becomes part of your brand. Go for a smaller name to be able to engage audience easily at Twitter, Facebook or other social media platforms.

Step 2 — Select a web hosting company — the company provides you space to create web pages and install other scripts like forums, blogs, email address and security. Navicosoft, HosterPk and Nexus (nexus.net.pk) are reliable web hosting companies in Pakistan that offer affordable prices.

Step 3 — Start building your site. Go for the appropriate template that suits your site. Different options are available online to help you choose an effective template.

Quick tips for using social networks effectively

1. study the analytics by following what type of date receives more attention and the time intervals your audience is most active.

2. Don’t simply deliver content, instead aim to bring value.

3. engage with these who share your content.

Published in The Express Tribune, Ms T, October 5^th, 2014.