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Social media: ignore at your own risk It has changed the way we promote national causes and do business. But you must be careful about a few things while using social networking sites Shantanu Bhattacharji / New Delhi Jan 08, 2013, 14:56 IST

Demonstrators shout slogans as they are surrounded by the police during an anti-rape protest rally in New Delhi. BS / File photo Politicians and other policy-makers cannotremain indifferent to the views being posted on social media websites. Social networking sites are versatile vehicles for articulating opinions of a society or its sections. Social scientists say it is a double-edged sword. The magic of 140 characters can make or mar your day. Even theek hai remarks of Prime Minister Manmohan Singhs December 24 speech went viral and invited peoples wrath.

From the Arab Spring to the Delhi anti-rape agitation, citizens of all nations are more empowered than ever before. Connected individuals has created vast audiences and toppled political establishments by communicating their message through social networks.

According to a survey by Nielsen and DataAbsolut, Indians now spend more time on social media than on email. Almost 58 per cent use Facebook, Twitter and LinkedIn to discuss products, services and social and political issues.

Business Standard presents a guide to understand the power of social media

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How social media shook India

Delhi anti-rape protests galvanised thousands of young Facebook- and Twitter-savvy youth last week. The Congress-led United Progressive Alliance (UPA) government appeared to be caught off guard by the outrage that started online and spilled into the streets over the December 16 rape of a 23-year-old woman, who died two weeks later. The other incidents that added fuel to social media fire are: Anna Hazares fast for Lokpal, mass exodus of north-eastern people from Karnataka and so on.

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Social media: ignore at your own risk