Adgully Exclusive | Betting big as social media entrepreneur: Sanjay Mehta

Tea time with Sanjay Mehta turned into an insightful conversation with the internet entrepreneur. Mehta is the Joint CEO for Social Wavelength and has an experience of more than 11 years at hands on level, in building and running a successful internet based venture (www.homeindia.com).

The dialogue centred mainly on the Social Media buzz. According to Mehta, there are 3 main challenges that this medium faces. Firstly, is the need to convince people about this medium. Secondly, to make them think outside the traditional norms of advertising. Thirdly, to build a team, get the talent and training them, since this medium is people oriented. On the plus side social media is a contemporary means of advertising since it is interactive.

Speaking about the interest that social media has created among clients; Mehta expressed his surprise to the level of maturity achieved already. People have a thirst to learn more and do more. This allows the clients to explore "real" avenues of social media rather than sticking to typical pages.

He explains that clients ahead of the curve have the urge to read more and learn more. Thus they challenge the traditional thoughts by coming with an open mindset and guide them further.

When asked about how this can lead to misguiding the clients, Mehta agrees that this pitfall is bound to in any emerging space. However, this will not threaten the industry because it is a learning cycle that the industry as well as clients will have to encounter. He says, "There will be some people who will want to make a fast buck. Because opportunity is existing they will sell something that has no value."

In the eyes of Mehta, the biggest challenge that new entrepreneurs face is in the early stages of entrepreneurship where one struggles to make ends meet in order to survive so that they can live their dream. The main goal should be to get that first client. An entrepreneur needs to find a way to overcome the obstacles. One cannot shy away from help. The key to remember is not to obsess about your product and make excuses not 2 sell it.

His advice to clients, "everyday is a new challenge".

- One must stop "thinking' about the long term existence of social media and start "using' it instead.

- Create an advertisement, promote conversation and get feedback.

Mehta's view about the future of social media is that it will soon become like the email. | By Vanessa Azavedo [vanessa(at)adgully.com]