COVID pandemic provided renewed impetus for adopting digital technologies by small and medium enterprises. Digital technology has become a part of life for small entrepreneurs in recent months.

Digital technology is all the more relevant in communication. Increasingly, enterprises use digital platforms for reading, writing and communicating with their clients, employees, vendors and other stakeholders. In this digital world, enterprises no longer need mainstream media such as print and electronic media to promote their products and services. Enterprises can use social media, which are free and accessible digital platforms for companies to promote their brands. MVIRDC World Trade Center Mumbai organised a three-day online workshop on ‘Digital Content Management’ from August 6-8, 2020. The workshop was conducted by veteran media and communication specialist Ms. Smita Deshmukh.

This Workshop focused on training participants on 15 digital content tools, six steps to write a blog, way to write an effective press release, how to be a columnist and ways to manage crisis on social media platform. Explaining about blog, Ms. Deshmukh said a blog is a webpage created by marketers, thought leaders, influencers, writers, entrepreneurs, journalists, media and PR professionals. She further added, “Contents in the blog are written in an informal or conversational style, which differs from standard (formal) media writing rules applicable to articles or columns written in mainstream media. Ms. Deshmukh informed that there are around a billion active blogs on the internet and it is generally created by those who want to make money online, get rankings for products, promote services and become influencers.

Beginners of blogging should first identify their niche sector (such as food products, cosmetics, leather accessories etc.) to create extremely targeted content and marketing campaigns. The workshop also shed light on how to be an influencer.

Ms Deshmukh explained what to post, when to post and how to post contents on social media to promote products and services. She advised the participants to use photos, info graphics and videos to supplement text in their social media page. Ms. Deshmukh quoted surveys of popular ad agencies to explain how images and info graphics in social media influence consumer behavior. According to one survey, social media content paired with captivating images gets 94% more total views on average than those without. Further, 67% of online consumers consider clear, detailed photos to be more important than product information or customer ratings, she pointed out.
Ms. Deshmukh also highlighted the relevance of social media policy, which includes guidelines for ethical use of social media platforms to create trust and credibility among clients and other stakeholders.
Ms. Deshmukh emphasized the role of digital marketing agencies in promoting products and services of business organizations. However, she advised small business owners to understand the basic concepts of social media management before hiring a digital marketing agency.
During the workshop, Ms. Deshmukh also covered relevant social media tools such as news jacking, Memes, GIFs, podcasts, Google Analytics etc. that are used for greater impact of digital marketing. She advised participants to engage with their clients through online channels such as webinars, quizzes, social media polls and other ways.
The workshop was attended by small business owners, women entrepreneurs, media professionals, consultants and students. Business owners from packaged food, boutiques, cosmetics, marketing agencies and other sectors engaged with the instructor in a fruitful discussion on social media management and sought clarifications for their queries. Consultants on digital marketing sought clarification for queries related to managing brand reputation and customer loyalty through effective social media engagement.

The workshop was conducted from August 6 - 8, 2020