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Jaipuria’s International Conference discusses role of Social Media in organisational sustainability

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On February 12th, Jaipuria Institute of Management, Noida organized its first international conference on ‘Role of Social Media for Organizational Sustainability’. The growing importance of social media in understanding society and business prompted the idea for this marquee conference. The event had eminent personalities and speakers from varied backgrounds, including Mr. Prahlad Kakar (noted ad filmmaker, founder and Director of Genesis Film Productions), Mr. Sunit Tandon (Former DG, IIMC and Former CEO, Lok Sabha Television Channel) and Ms. Sonya Sahni (Chief Strategy Officer with Publicis iStrat).

Chairperson Shri Sharad Jaipuria and Dr. Rajiv R Thakur, Director of Jaipuria, Noida initiated proceedings for the event.

The guests of honour then discussed how much social media has come to impact communication. Talking about the importance of social media in changing times Mr. Sunit Tandon said “the kinds of changes taking place in the world are unimaginable – social media is an effective medium to spread one’s message”. Mr. Tandon and Mr. Kakar both agreed that “over-regulation is something that distorts the message. This is where social media plays a key role”. He also spoke of how rapidly communication mediums have changed in his lifetime, saying “I remember how a fax machine was a novelty when I got it installed in my office in the 80s. We have indeed come a long way since then”.

Ms. Sonya Sahni cited examples of pharma companies, who are some of the biggest polluters. The release of their anti-biotic residuals in water, results in the public unknowingly consuming these dangerous chemicals. Ms. Sahni pointed out that these companies have begun reaching out to her company for strategies to minimize this issue and inform the world about initiatives to solve these problems. Explaining the meaning of sustainability, she said that “it’s we the people who can bring change instead of blaming governments and public authorities”.

Mr. Prahlad Kakar’s session was perhaps the most eagerly awaited one. Speaking about the relevance of the conference and social media itself, he said “Social media is the medium that helps you all to become vehicles of social change”. He went on to say that “we have the whole world at our finger tips thanks to the internet and social media. We just need to utilize it for everyone’s good”. After his speech, he showed some of his classic advertisements that have changed the public’s way of thinking and consumption patterns. He used examples like the famous Cadbury’s ad, the Pepsi ad which introduced Aishwarya Rai for the first time, and the Google ad which emphasized connections in people’s lives.

The inaugural session turned out to be a pleasant change for the participants with its interactive format.


Day 2 of ICROSMOS consisted of various Tracks that discussed specific issues relating to organizational sustainability. Topics such as ‘Harnessing Social Media for Sustainable Strategies’, ‘Creating Sustainable Organization for Future’, ‘Digital Communication: The New Age Channels’, ‘Mapping Online Shopping Behaviour: Use of Emerging Technologies’, and ‘Driving Organizational Sustainability: Interventions and Strategies’ were covered in the Tracks.

Track presentations were followed by questions and detailed discussions. Overall, each of the tracks was a great learning experience for the participants, Chairpersons and the audience.


After two days long deliberations, covering the inaugural session followed by ten technical sessions, the Valedictory Session of the International Conference Shri Nitishwar Kumar, IAS and PS to Minister of State, Railways, delivered the Valedictory Address.

Dr. Shikha Bhatia presented a summary of the conference proceedings. From the total of 57 papers selected for the conference proceedings, 49 papers were presented during these technical sessions; others were presented in absentia. She then outlined the outcome and recommendations of the deliberations in terms of guidelines for the responsible usage of social media for organizational sustainability.

After this, Shri Niteshwar Kumar, the Chief Guest, deliberated upon the conference theme, citing the increasing purchase power of Indian consumers and, therefore, the necessity of utilizing social media for organizations to reach mass segments and promote their products. He mentioned that “along with social media usage for business sustainability, individuals and organizations must also focus on the inclusive development of India, which includes the development of underprivileged sections of the society.”

Dr. Shalini Srivastava then announced the winners of Best Paper Awards. Best paper awards were given for different tracks of the conference, as well as the overall best paper for the conference, which was awarded to Dr. Smeeta Mishra. Along with co-author Krishna Jayakar, she produced a well-researched paper on ‘Promoting Cause Awareness on Social Media in the Indian Context: Celebrity Cancer Survivors Reach Out on Twitter’. Each best paper winner was given a certificate and cash award.

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