Nivedita is the Head of Brand at Impact Study Biz in India. The marketing bug bit her from a young age, specifically when she was in Grade 5, fascinating story! Let’s learn more about her on this segment of Women In Marketing
LET’S GET PERSONAL
THANK YOU FOR TAKING THE TIME TO PARTICIPATE IN OUR WOMEN IN MARKETING SERIES, NIVEDITA. LET’S START ON A LIGHTER NOTE. WHERE WERE YOU BORN? WHAT ARE SOME OF YOUR MEMORIES GROWING UP?
I’ve had a very interesting, warm and memorable childhood. It was perfect! The fairy-tale kind with all the love, pampering, travelling, celebrations, hugs and kisses. I’m fortunate to have been born into a diplomatic family, thanks to which my birthplace is Harare, Zimbabwe.
Many would call my kind, the ‘Diplo-brats’, which is rather apt for all the luxury and adventurous experiences we had. Among four siblings, I have had the honour of being the pampered youngest one as well as the doting elder sister to my baby brother. I remember travelling a lot, hopping around the country to country, new schools and a whole new set of friends, culture and lots of learnings.
I would never deny the high privileges I have had growing up, but I experienced my share of struggles as well.
It was sometimes tough, having to leave behind a world you would love to be part of forever every few years. But, I am extremely grateful for my family for being my best friends throughout everything which has built my foundation for the person I am today.
WHAT WERE YOU LIKE IN YOUR HIGH SCHOOL/COLLEGE YEARS?
I have always been a very proactive individual and enjoy taking up new projects. I’d always be running around to take up responsibility for everything from academic events, sports, cultural events, student council and even running social welfare campaigns.
It wouldn’t be wrong to say that I was quite the ‘popular kid’ and I was amazed by all the love from my friends and professors. I have run fashion shows, been the captain of my sports teams, led MUN meets, cultural events, as well as everything from holding diaper drives, tutoring the lesser fortunate, holding protests for women’s rights, and sheltering strays.
Just one drawback was that I fell sick quite often, which was horrible at the time, but it has only directed me towards my goals of being stronger and inspiring others to live an active and healthy lifestyle. It was crazy how much multitasking I did. I was all over the place! But it was just full of incredible experiences and extremely gratifying in every way possible.
IF YOU COULD BE ANY ANIMAL, WHAT WOULD IT BE AND WHY?
I’d be a horse. I find them so beautiful, and with the kind of charisma and strength, yet warmth their personalities have just left me awestruck.
WHAT’S YOUR FAVOURITE MEAL? THAT ONE MEAL YOU WOULD FEEL NO SHAME FOR NOT SHARING!
I love food! I love making it and sharing it with everyone even more. So, this is a tough one for me, but I have no shame in admitting that I hate sharing food my mum makes with anyone else. It’s like magic for my mind and belly!
IMAGINE WAKING UP $10 MILLION RICHER TOMORROW, WHAT WOULD YOU DO WITH YOUR FORTUNE?
A year ago, I probably would have said that I would go on a world tour and explore all the beautiful places I have yet to visit. Though, many things have changed thanks to the pandemic. Now, I would invest in building environmentally sustainable causes and doing my share for making the world a better place.
I recently came across this Business Insider video that showcased this couple that ran a small-scale business of making plates with discarded pineapple tops. That’s not it, they even added seeds to them, so wherever they would get into contact with water and soil, it would give birth to new plants!
It blew my mind and I want to ensure that something like this could be done in every country, every city, every neighbourhood. This would not only be an effort to do “small things in a great way” to bring environmental consciousness but also support many people. The amount of waste we produce has deteriorated the condition of our planet, and I know my generation is responsible for making changes that can help it heal itself.
Of course, I’d also like to find a solution to seeing all the places I want to with expending a minimal carbon footprint!
WHAT IS THE ONE INTERESTING THING ABOUT YOU THAT WE WOULDN’T FIND ON YOUR LINKEDIN PROFILE? ANY HIDDEN TALENTS PERHAPS? PREVIOUS WOMEN IN MARKETING CANDIDATE, DR. LIEZEL BYGATE SAID THAT SHE IS AN EXPERT HULA-HOOPER!
I can design and hand-make stunning outfits for any occasion (I was the lead fashion designer in college! :))
CAREER AND WORKPLACE
WHAT ENCOURAGED YOU TO PURSUE A CAREER IN MARKETING? AFTER ALL, MOST OF US GREW UP WANTING TO BE DOCTORS, RIGHT?
Honestly, I couldn’t agree more. Afterall, I have a diplomat father and two doctor sisters in my family, so you can just imagine the pressure! However, anyone who knows me would have surely heard this story, but I remember as a kid when we would travel across countries like every other child, McDonald’s was our top go-to place. I was amazed at the consistency, yet the change in the menu options and why certain things were found in some countries and some in others.
Similarly, with other products as well I used to wonder and imagine the whys and why not’s of a lot of things. In fifth grade, we had a brand-storm kind of an event similar to what L’Oréal does, and as children, we had the opportunity to create advertisements for any product we like and try to attract most customers to our stall. My team created an ad for Lay’s and Nestle ice-cream and we won!
I think that was the exact time I kind of saw my curiosity for this field and even growing up, it was funny how I would be advocating for brands and products to all my friends and family. That apart, everyone has their niche of where they can excel in making a difference in the world. I realized one thing, that not politics, not diplomacy, not even doctors, no one pays more attention to anything but what is advertised to them.
It’s funny how people would rather buy a product that claims to have health benefits over listening to what their doctor tells them. Or even just knowing how influential an advertisement or awareness campaign can be in getting messages across in comparison to any order or constitutional bill.
The reason is that good stories hold intrinsic value, whereas external factors can only forbid your actions, not move you to change something you do. I wanted to realise that power to make people aware and tell stories that would make a positive impact. So here I am, doing just that!
GIVE US A SNEAK PEEK OF HOW YOU TYPICALLY START YOUR DAY. ARE YOU #TEAMCOFFEE OR #TEAMTEA? OR BOTH? YOU BEAUTIFUL REBEL!
It may sound crazy but, I’m on neither side.
I don’t enjoy taking caffeine in the morning. Rather, I do start my day with a herbal fennel tea or a green juice. I enjoy creating my own tea mixes with herbs and spices. So, throughout the day, it depends on my mood whether I want to brew myself some black coffee or green tea or even just skip the caffeine.
My secret to starting a day fresh and happy is to kick it off with an energetic HIIT or a rejuvenating yoga session.
HOW BEST DO YOU MAINTAIN A WORK-LIFE BALANCE?
It took me a while to set the right routine, but getting up a little earlier does wonder for your work-life balance. This is because I have more of ‘me time’ where I can spend a quiet morning, listen to some music, and get some exercise to set my intentions for the entire day.
I also like taking tiny 10-minute power breaks in between long work hours or meetings. Most importantly, I enjoy cooking which is a big stress buster for me and I make it a point to spend time with my loved ones or regularly catch up with my people that are far away. I also keep rewarding myself with little joys in the form of yummy treats, pampering, spas, and massages. After all, the small things are what matter most.
YOU OBTAINED YOUR MASTERS OF ARTS IN ENGLISH LANGUAGE AND LITERATURE FROM DELHI UNIVERSITY. YESSS GIRL! ACCORDING TO CNBC, RESEARCH CONDUCTED BY GLASSDOOR FOUND THAT COMPANIES LIKE APPLE, GOOGLE AND IBM (AMONGST OTHERS) OFFER WORK-FROM-HOME JOBS THAT DO NOT REQUIRE ANY FORMAL EDUCATION. IN YOUR OPINION, HOW CAN YOUNG WOMEN UTILISE THE INTERNET TO UPSKILL THEIR CAREERS PARTICULARLY IF THEY ARE NOT ABLE TO AFFORD A FORMAL EDUCATION?
In a really fast-moving and often chaotic world, second to yourself, the internet is your best friend!
You want to learn something new, start a new business, entertain yourself, get some inspiration, or just spend some time reading something for leisure or to educate yourself. You have a place for it. No one on this planet knows everything, but technology has granted all of us the convenience of learning anything with just a few taps. I admire how a lot of institutions and even individuals have made efforts to share their knowledge for free on several educational platforms and, if nothing, YouTube has amazing channels and videos anyone can access for free.
If you want to learn, girl, go hug your best friend – the internet because you are in for lots of treats with the efforts you want to make to up your skills!
YOU HAVE A GREAT RESUME. YOU’VE WORKED FOR COMPANIES SUCH AS THE SAVIOURS, SANKALP, WOOPLR, OYO AS WELL AS IMPACT STUDY BIZ. HOW IMPORTANT HAS LINKEDIN BEEN FOR YOU AND WHAT ADVICE DO YOU HAVE FOR YOUNG WOMEN LOOKING TO ESTABLISH THEIR PROFESSIONAL BRAND FOR NETWORKING PURPOSES?
I cannot stress enough how important, yet easy personal branding is in today’s world.
We recently even rolled out a quick guide to personal branding that talks about simple steps anyone can take to enhance their visibility. You may have an amazing calibre, but if you are not exposed to the right audience, no one will know how to help you grow your potential. So, platforms like LinkedIn have made an incredible place for anyone who wants to connect with like-minded companies or individuals and bring out their best through networking.
Even Twitter, Instagram, and Facebook are great ways to connect with, depending on the audience that you wish to target.
SABRA MWAURA WAS A FEATURE FOR OUR WOMEN IN MARKETING SERIES. SHE MADE A FEW GOOD POINTS ABOUT THE IMPORTANCE OF MENTORSHIP FOR WOMEN. WHAT ARE YOUR THOUGHTS ON MENTORSHIP?
Mentorship for an individual is like the sun for plants. You may continuously give water and nutritious soil to plants, however; without their dose of sunlight, they can’t utilise their potency and grow as efficiently.
Again, just like every plant species is different, people are very different and need different doses and forms of ‘sunlight’, -some more and some less. Just knowing what you want to do or achieve is not enough, because the journey will be hard and confusing, so learning from your mentors helps you clear that vision. Mentorship is so crucial because people with experience have an eye to realizing their potential even before you do.
They give you the faith and motivation to do wonders you didn’t even know you were capable of achieving. I never really had to step out as I have been very lucky with really liberal and accomplished family members who have guided me throughout my journeys. Apart from that, even my professors, coaches, and most recently my bosses and colleagues have been great mentors for me and have truly helped me realise my worth and capabilities.
Their constant faith in me boosted my capacity to imbibe, learn and execute with speed and quality.
WHAT’S YOUR SMARTEST WORK-RELATED SHORTCUT OR PRODUCTIVITY HACK?
There is a reason why they say “health is wealth”.
This includes physical, emotional, and mental health. Over time I have learned to listen to my body. If it’s unable to do something, not get annoyed or upset with it, but actually, listen and help it be in a better place. So, take breaks when you need to. The worst thing you can do is to completely burn out and end up in a place where something that could be done in an hour takes 4 hours to complete.
There are no shortcuts, but there is something called taking short breaks which boosts your overall productivity. If you need the sleep, take it, you need the caffeine break, take it, or if you just need to travel and clear your mind, please go and take it! Productivity does not have to be in terms of your profession but even in your personal life, and trust me when you balance both, you automatically become very efficient.
JOB HOPPING IS A COMMON PHENOMENA ESPECIALLY IN THE DYNAMIC WORLD OF ADVERTISING AND MARKETING. WHAT’S YOUR OPINION ON JOB HOPPING? DOES IT HURT OR AID ONE’S CAREER?
Honestly, I would say it has a lot more to do with the industry and company you are in and the culture, as well as the growth patterns that are found in it. Many say that only if you stay in an organization for a very long time is your worth counted. I agree to an extent, of course, you cannot expect to move around every few months, because that shows you are unsure about what you want.
However, knowing that just staying in one place that has growth opportunities in a set amount of time versus having no further positive returns even if you invest years in one place is something you need to ponder over regularly. Leap and go hopping if it makes you happy and helps you grow.
As long as you don’t stagnate yourself or confuse yourself, be it within the same job or by choosing to regularly move on is a very personal, professional choice.
FOR IT’S 2019 MOST INFLUENTIAL CMO’S REPORT, FORBES LISTED 31 WOMEN OUT OF 50 CANDIDATES (19 MEN). IT APPEARS THAT MORE WOMEN OCCUPY CMO ROLES COMPARED TO OTHER C-SUITE ROLES. WHY DO YOU THINK THIS IS THE CASE?
Believe it or not, women are extremely intuitive, outrageously versatile, and very farsighted creatures.
They know how to connect on both the emotional and practical levels. Gone are the days when we just had to build industries and rule the market with only profit as a measure of success. Even though women are often mocked for ‘just taking care of the household’, it is important to understand that if they can run that on any given budget, they can rule the world.
We know how to grow and build things from scratch through make shifting, creativity, and innovation as we keep an eye on the tiniest things. Just for laughs and no offence intended, all the things women are accused of being annoying for, like keeping a note of small things, noticing tiny details, ensuring good aesthetic and whatnot, are very good attributes for business.
The generation of consumers and leaders today mainly consists of millennials, who shoulder the responsibility of making do with the limited resources our older generations have left us with. Hence, they are very particular about the personal touch and are willing to pay extra for sustainable options. This is where women leaders excel in being extra thoughtful to help create experiential value for their target audience.
REPRESENTATION OF WOMEN IN MARKETING, PARTICULARLY, IN SENIOR ROLES IS ON THE UP. IN YOUR OWN OPINION, WHAT ARE SOME OF THE CHALLENGES THAT WOMEN STILL FACE DESPITE THESE CHANGES AND HOW BEST SHOULD THESE BE ADDRESSED?
This remains quite a controversial topic of discussion, even though in my opinion the world is transforming into a hopeful 50/50 workplace ratio, it is difficult to deny that we are part of a patriarchal society that still does not understand the true meaning of feminism.
It is a rather interesting fact to note that, women are very sharp-minded, but do face some physical challenges like monthly cycles and motherhood along with the expectation to give a hundred percent both at work and in the household. Whereas, men on the other hand are physically quite strong but sometimes lack in identifying the smaller details, and also do not necessarily have the pressure of taking care of the household.
It is also very frustrating to see that women who fully dedicate their lives to work are tagged as “workaholics”, irresponsible caregivers, and not feminine enough. So, it is very easy to navigate the convenience of giving leadership roles to male employees as factors like safety, maternity leaves, periods, responsibilities don’t have to be considered.
Once these differences are talked about more often, normalised and not considered taboo, people will be encouraged for what they are capable of bringing to the table. We must build upon and accept an individual’s strengths which would certainly help companies pull out the best from both genders.
ONE OF THE LEARNING CURVES FOR MOST ORGANISATIONS SINCE THE BEGINNING OF THE PANDEMIC, IS THE SUCCESSFUL IMPLEMENTATION OF DIGITAL INFRASTRUCTURES TO FACILITATE REMOTE WORK. FOR TECH PLAYERS IN SILICON VALLEY THE TRANSITION WAS RELATIVELY SMOOTH WITH THE LIKES OF FACEBOOK AND TWITTER DESIGNING A FUTURE WHERE THEIR STAFF MAY POTENTIALLY WORK REMOTELY FOREVER. THE ARGUMENT THOUGH, IS THAT THIS IS LONG OVERDUE. IN YOUR OPINION, WHY HAVE COMPANIES TAKEN SO LONG TO IMPLEMENT REMOTE WORK OPPORTUNITIES?
The first technology was built in the name of necessity, and I think that is something we continue to follow. Let’s not forget that we now live in a very ‘artificially intelligent’ world which is not the kind of luxury we were equipped with ten years ago. With this comes security, ease, efficiency, and convenience.
Even though the pandemic has worked as a catalyst in encouraging companies to provide remote working opportunities and capabilities, the main reason they can be so efficient is all thanks to the already existing technology. We can just build on from there. Do you think we all could have worked as efficiently from home with the dial-up connections we had a decade ago? Not to forget that the human element is something we all seek, and as social animals, we work better with teams in person.
I feel that even though some things are efficiently manageable while working remotely, team productivity accounts a lot, for in-person interaction. The reason companies have switched to remote work is for global health reasons, however, in the long term, it is not necessarily healthy for people overall.
WORKING FROM HOME IS AWESOME! MOST OF US CAN AGREE. HOWEVER, IT IS NOT WITHOUT IT’S SET OF CHALLENGES. EMPLOYEE WELLNESS HAS TAKEN A SIGNIFICANT STRAIN WITH PEOPLE WORKING LONGER HOURS AS A RESULT OF EMPLOYEES BEING ‘ALWAYS ON’ AND NOT BEING ABLE TO SWITCH OFF. HOW CAN EMPLOYERS GUARD AGAINST EMPLOYEE BURNOUT OR IN THE WORST EVENT, LOSING THEIR BEST TALENT?
Working in startup culture for quite some time now has made me realize that you can never “switch off”, especially when you are working on a global scale; different time zones make it an even bigger struggle.
Also, since most people have become huge workaholics, not going to a physical work setting makes it hard to break the cycle between work and home. It’s like playing video games, once you are in front of the screen you can’t get off, and employers also feel that since everyone is in their ‘comfort zone’ it is alright to demand more effort.
Nobody enjoys mundanity, so when we are running to the office, we want a break from that and now that most people are working from home everyone needs a break from that as well. To avoid complete burnout, employers must make it a point to provide some relief in the form of creative efforts to encourage better health and entertainment for their employees working from home.
It could be in the form of virtual games, fun catch-ups, hosting online recreational events or even providing vouchers for staycations, self-pampering, and encouraging family time.
BCG PUBLISHED ITS INNOVATION REPORT FOR 2020 AND AT THE CORE OF ITS SELECTION CRITERIA ARE COMPANIES THAT HAVE SUCCESSFULLY MARRIED ARTIFICIAL INTELLIGENCE IN THEIR PRODUCTS AND SERVICES. ACCORDING TO YOU, WHAT MAKES SOMETHING INNOVATIVE?
Innovation is something that solves problems and makes an impact in making the world a better place. Something that saves time and effort without hampering the quality of the outcome, making things easier so that we can concentrate on other aspects that can make the world a kind place not just for humans, but the environment and other beings that are part of our system.
With artificial intelligence, consumer’s desires and pain points are easy to track and analyze, which has surfaced so many new aspects for companies to tackle more efficiently.
HEMAL THAKKAR, BRAND MANAGER FOR BURGER KING INDIA IS A RECENT WOMEN IN MARKETING FEATURE. ONE OF THE KEY AREAS SHE IDENTIFIED FOR CONTINUED GROWTH IS THAT OF INFLUENCER MARKETING. WHAT DOES THE FUTURE OF MARKETING LOOK LIKE ACCORDING TO YOU?
Looking at the current trends that have picked up pace in the past few years it is obvious that everyone knows what they want and who they need to follow to explore new experiences in any domain.
Influencer marketing has become one of the key methods of reaching the target audience and seems to have an even greater impact than traditional celebrity endorsements. This is because these influencers are real people we can connect with, and who probably mean all the things they say and share.
With this, artificial intelligence is also becoming a huge part of our lives which makes it easier for organizations to understand the needs and personalize experiences for their consumers. Creating custom brand experiences for every single user, regardless of which corner of the world they are in, is where I feel the future of marketing is headed.
2020 AND BEYOND
IF YOU COULD GO BACK IN TIME, WHAT WOULD YOU TELL YOUR YOUNGER SELF?
Whatever decisions you make, just be sure to listen to everyone, but continue following what your mind and heart say. It’s okay to be different, the odd one out, or be the ‘black sheep’ in your surroundings. It’s rather a privilege and what will make you a strong leader.
Just because the whole world does not see things from your perspective, it doesn’t make you wrong, so just be patient, do your best and keep learning. Don’t let other people’s opinion of you drain you so much. You don’t always need to do what makes others happy, because it is okay to prioritize yourself. I would also tell myself that some of the most fulfilling journeys in life are achieved alone, and finding joy in enjoying your own company can be hard, but is truly a virtue.
WHAT CHALLENGE IS ON YOUR PLATE? WHAT ARE SOME OF THE PAIN POINTS YOU ARE TRYING TO OVERCOME IN YOUR LIFE WHETHER PROFESSIONALLY, PERSONALLY OR BOTH?
Talking on a personal note, I was struggling with some health issues, which I have finally overcome and thank goodness I am in a much better place now.
Professionally, the biggest challenge I have been facing is to find the right talent. It’s a vital aspect, and something we have been struggling with for some time now. The pandemic has, of course, added an extra burden for everybody. People talk a lot about relationship compatibility, but honestly, compatibility is extremely important even in the workplace. You may have a bomb-package somewhere but maybe you aren’t compatible with the culture and the people. And sometimes just being on the same mental wavelength is so crucial for you to work as a team.
Especially when we are working in startups with smaller teams and large-scale projects, with tight timelines we sometimes need to put ourselves in the shoes of our leaders/mentors and think like them, making decisions that they would agree with. It’s essential to find talent with the passion to learn, perform, and ability to connect well with.
ANY BUCKET LIST ITEMS?
I want to use my profession as a medium to help make the world a more gender-equal place and establish as many sustainability and women’s empowerment projects as possible.
I want to be able to take my understanding and exploration of the human mind and body through Yoga to the highest level possible. I am also looking forward to adopting a little furry-friend sometime soon!
WHO ARE SOME OF YOUR SHEROES?
Among the ladies that are very close to my heart on a personal note and have been my mentors and sheroes include my Mom, elder sisters, and of course my lady bosses Monika Holod and Chahat Aggarwal who have always pushed me to do my best and had faith in me even when I couldn’t see my potential.
Another wonderful soul that I have never met in real life, but meet every day on my mat is Juliana Spicoluk, my yoga Guru, the owner of Boho Beautiful who has been my biggest ‘s-hero’ in understanding my body. She has truly supported me in pushing my insecurities away and helping me embrace myself with a cape of positivity.
Some of the women without whom I couldn’t imagine the world to be as good as it is are- Joan Ruth Bader Ginsburg, Michelle Obama, and Indra Nooyi. All these women are from different backgrounds and professions, but they have proved to be such inspirations and true heroes, not just for me but for all women.
WHAT ARE YOU CURRENTLY READING?
I recently finished reading the ‘Obstacle is the way‘ by Ryan Holiday and started reading ‘Untamed‘ by Glennon Doyle. I’m often frowned upon for my lack of enthusiasm for paperback books because, since elementary school, I remember using my laptop to read, type, research, and submit my assignments-all digitally to encourage saving paper.
On a very personal note, throughout my college years, I used to feel that it was such a waste of paper with all the books we bought for studying literature. With all due respect to the people that love their hardcover books and libraries, I just feel it’s just easier to tap away and read whatever you like and save self-notes I can easily find when needed.
WHAT WOULD YOU COME BACK AS IN THE NEXT LIFETIME CAREER-WISE? DO YOU THINK YOU MISSED A CALLING?
I love what I do, so honestly, I wouldn’t change a thing!
However, maybe as my parents believe, I would have been a better diplomat or doctor, so if they are so sure, possibly that could have been a calling that I haven’t found myself taking in this lifetime.
But then again! I was recently honoured with a “Young Achievers Award”, so I have to say that this is definitely the career for me.
Here’s a link to learn more about my achiever’s story:
WHAT IS ON YOUR NETFLIX WATCHLIST?
Becoming, Queen’s Gambit, Lucifer, Emily in Paris, and Restaurants on the edge.
WHO HAVEN’T YOU SEEN OR TALKED TO IN A LONG TIME AND HOPE THEY ARE DOING OKAY?
Rinki Kumar (My eldest sister), Monika Holod (My mentor and first boss lady), and Shagun Walia (my loving friend and colleague).
WE ARE ALWAYS LOOKING FOR AMAZING WOMEN IN MARKETING TO PROFILE. WHO WOULD YOU LIKE US TO GET IN TOUCH WITH?
A UNIQUE MESSAGE FOR ALL YOUNG PROFESSIONALS IN THE MARKETING INDUSTRY
Regardless of all the glitz and glamour, just stay true to yourself, and feed into the universe exactly what it is that you want and where you see yourself. Stay authentic at all times. Given saturated platforms with media and influencer endorsements, it can be really hard to even find yourself and see what is truly important or what you should believe and follow.
Whatever you do, and whatever you stand for, remember that you are the generation that has to play the biggest role in fixing a lot of things in the world so that our future is not a post-apocalyptic wreck. You should know how powerful you and your mind are with the capability of the immense impact that you can make globally.
Just strive to make the world a better place, and help your companies and consumers understand the importance of CSR, sustainability, and compassion, making the world a kind place for everyone. You have the power to tell stories that people will be influenced by, so think wisely and execute in a fashion that is sure to touch the right strings.
THANK YOU FOR YOUR TIME NIVEDITA. WE HOPE THIS INTERVIEW WILL INSPIRE FUTURE LEADERS AND OTHER WOMEN IN MARKETING. HOW CAN PEOPLE FOLLOW YOU AND YOUR COMPANY ON SOCIAL MEDIA?
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