Rising Influence of Social Media Within Public and Challenges It Is Posing
Visakhapatnam: Social media has transformed how people connect, communicate and conduct their business. This has given rise to a new wave of influencers from diverse professional backgrounds.
While such digital revolution has created unprecedented opportunities for information sharing and marketing, it has introduced complex challenges for the coastal city of Visakhapatnam.
The immediacy of social media has proven to be a double-edged sword. Though businesses benefit from instant promotion of events and new ventures, rapid information spread can lead to logistical nightmares. Venues frequently find themselves overwhelmed by unexpected crowds, creating safety concerns and management difficulties.
"The culture of instant belief and reaction to unverified information is causing growing anxiety within the public," observes V. Narayana Rao, a psychologist at a corporate hospital. This concern is echoed by police officials, with one senior police officer requesting anonymity noting that advance promotions of events through social media has created unprecedented crowd management challenges, contrasting sharply with the more controlled information flow through traditional media.
Behind the glossy facade of influencer marketing lies a complex reality. Harish, who runs the popular page "Vizag Forever," with over 4,10,000 followers, reveals the financial challenges of content creation. Despite his platform's reach, he struggles with high operational costs and delayed payments. Similar experiences have been shared by Ravi Teja, an M-Tech graduate behind "Vizag Insight," who faces payment delays extending up to a year despite his page's success.
Ravi explains that brands approach influencers to promote their products or shops on different platforms. Influencers charge money based on the brand for posts and stories. Ravi says he sometimes also posts videos not for influence marketing but out of personal interest.
Platform-specific challenges add another layer of complexity. Influencer Priya highlights the stringent monetisation criteria on platforms like YouTube, where even substantial viewership does not guarantee proportional earnings.
Business owners and event organisers acknowledge that social media has revolutionised their marketing strategies. Shanti Pannu, a local event manager, shared how influencer partnerships have helped events reach the masses.
However, Shanti admitted that rapid spread of information sometimes creates challenges. “While we enjoy the profits from increased visibility, it can be tough to manage unexpected crowd surges,” she stated.
Local authorities are taking steps to address these emerging challenges. Greater Visakhapatnam Municipal Corporation has initiated dialogue with influencers about responsible content creation, particularly regarding environmental issues like plastic usage.
On its part, the police department is working towards establishing guidelines for event promotions to prevent misinformation and ensure public safety.
