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organisational chart to respond effectively". Most marketers have silos for corporate communications, investor relations, brand marketing, product marketing, HR and customer service. Mentions in social media need to be handled across all these silos and unless it's done with rapid and effective coordination between these departments a marketer is bound to fall short in their efforts. The second challenge is price, explains Murthy. "As always, we Indians have been heroes in steeply undercutting each other - we've seen quotes from smaller companies where they promise an unthinkable level of service for Rs. 7,500 a month. It is a challenge to convince a client that they are not going to be well-served by anybody who earns as little as this. Language and culture are lesser challenges, in comparision." he rues. Dhuddu, on his part, advises his clients on "what can be outsourced and what is not to be outsourced immediately". He believes that backend work for managing social media such as developing an application or custom tabs on Facebook; having a content writing team help with Facebook status updates or blog articles; assistance in uploading videos and helping in tagging, titling and optimising them; assisting in data collection and data mining of keywords (or some kind of social listening to conversations on Twitter, Facebook, YouTube and other sites); getting design options for landing pages, blogs, apps, etc., can be outsourced. "What should not be outsourced is creating and establishing a social media strategy for the brand. A company in India, Vietnam or the Philippines, cannot and will not be able to assess your brand, what you stand for, your customers and your market, and therefore cannot help in coming up with a strategy for the brand on social media. This must either be done in-house by the companys social media team, or by the brands domestic agency," asserts Dhuddu. Dingra concurs somewhat when he says that the "chalta hai" attitude of most Indian will not do in this space. He concludes: "They're willing to give business but are very particular about timely exectuion."