Social Media Strategy Review: Micromax Mobile

This review is a part of our ‘Social Media Strategy Review’ series where we do a 360 degree analysis of a brand’s entire social media activity. You can read the reviews of more brands here.

Introduction

Launched in 2005, Micromax is the world’s 12th largest handset manufacturer in the world. It’s an Indian brand that is now spreading to other nations such as Hong Kong, Bangladesh, Nepal, Sri-Lanka, Maldives, UAE, Kingdom of Saudi Arabia, Kuwait, Qatar, Oman, Afghanistan and Brazil.

Overall Strategy

Though it’s a budget smartphone manufacturer, Micromax is going all out to project itself as a trendy high-class brand. Which it is, thanks to its Canvas range of smartphones.

The brand has a decent presence on, you guessed it right – Facebook, Twitter and YouTube.

It seems these 3 platforms are the most favorite for any brand. But is Micromax doing justice with its social media activities? Let’s have a look!

Source: Simplify360 - A Social Media Analytics Tool
Source: Simplify360 – A Social Media Analytics Tool

Platform-wise Strategy

Facebook

Micromax’s Facebook startegy is primarily self-promotional. The brand has been pimping its latest products and events incessantly. But it still manages to pull off a decent engagement from its community.

Source: Simplify360 - A Social Media Analytics Tool
Source: Simplify360 – A Social Media Analytics Tool

Updating 2-3 times a day, the content is visually appealing but there are hardly any interactive updates. No interesting questions and fun element to be found here.

Source: Simplify360 - A Social Media Analytics Tool
Source: Simplify360 – A Social Media Analytics Tool

There aren’t any noteworthy Custom Tabs either, apart from the Ultimate Gaming Force game which is good but nothing great to talk about.

Wish they were more conversational and had fun activities to complement their online presence.

Twitter

Micromax’s Twitter handle boasts of more than 7000 followers but again, hardly any interaction. The tweets are a replica of their Facebook updates and only a handful of them go out in a day. The brand is making no efforts to engage in conversation with its followers, they don’t even care to reply to most of the tweets directed at them.

The simply RT them! There are no efforts to tap into influencers or be engaging.

Source: Simplify360 - A Social Media Analytics Tool
Source: Simplify360 – A Social Media Analytics Tool

But whatever handful of interaction it does, it is fun and youthful indeed!

YouTube

The MicromaxTube channel has TVCs with some other self-promotional content sprinkled around. Nothing great. Meh.

Comparison with Competitor

I wanted to compare Micromax with another budget phone manufacturer like Karbonn or Lava, but the brand itself is eyeing to compete with Samsung and wants to snag its market share. So why not compare their social media activities as well?

Well, you know who is the winner here. Without a doubt, it’s Samsung.

Source: Simplify360 - A Social Media Analytics Tool
Source: Simplify360 – A Social Media Analytics Tool

Samsung has a bigger community, more loyalty and a good communication strategy overall. It might be easier for Micromax to make a dent in terms of sales (given its low-cost), but when it comes to social media, it has to work very very hard.

Comment on Strategy

Micromax’s social media strategy is flawed as it isn’t making efforts to be interactive. It is not engaging in discussion with people. There are so many people talking about the brand online but it doesn’t seem to lend them an ear or two.

Source: Simplify360 - A Social Media Analytics Tool
Source: Simplify360 – A Social Media Analytics Tool

Feedback on Strategy

Though the brand is not much of a listener or conversationalist, people have a positive outlook about the brand. The affordability and quality of its products has got people’s appreciation and they are going gaga over it!

Source: Simplify360 - A Social Media Analytics Tool
Source: Simplify360 – A Social Media Analytics Tool

Overall, Micromax is a great brand that can do without the half-hearted social media efforts it is making right now.

Analytics support courtesy: Simplify360

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