Tata Nano's social media efforts ineffective

Indian Companies are taking baby steps in adapting themselves to “becoming social” or Web 2.0 compliant by engaging with social media tools and networks. An interesting case in point is Tata Motor’s NANO—‘the poor man’s savari.’ The product, having attracted eyeballs internationally owing to “the affordability factor’ is nearing its launch date.

Given the potential market for “the people’s car” (domesic/international) one would have expected Tata Motors to be a little more social media savvy. It is surprising that given the potential of the market and inspite of having a dream team (branding and marketing), Tata Nano website looks lacklustre in terms of social media usage.

The website has a link only to social media networks such as Facebook and Orkut. Agreed, these are the two social media networks that have large number of Indian users. But, well I didn’t expect the website to be so boring.

Moreover, the facebook page of Tata Nano does not meet the expectations. I wonder whose artwork it is anyways! Although Indian companies have to be educated about what social media can actually do for them, one would expect a brand like Tata Motors to be more social media network savvy.

The next questions any reader would want to ask is how they could have been different?

Better pictures, display interesting discussion among users, fans, better and more interesting postings on their wall. And yes, they could have easily integrated Tata Nano application available on the Tata Nano website on to their official facebook page.

Facebook offers API’s to create smooth integration and interface to link websites with user accounts on Facebook. This means, you could bring your entire facebook crowd onto your website and vice versa.

I would say they have also missed out on twitter as a tool to brand and promote Nano. An inclusion of a mobile application would have surely added glitz to Tata Nano’s Social Media Campaign.

Although Indian companies are trying to understand what social media is, they are a way too slow in learning the art of implementing social media strategy.

On a positive note, a beginning has been made. I am happy to see Indian companies making an effort to connect socially.