If Trade is new form of War, Social media communication surely seems to be emerging as Bullets. One of the most important aspects for development and advancement of Human civilization has been Communication. A successful brand building exercise or any other mass communication can be viewed as the process of creating and sharing ideas, information, views, facts, feelings, etc. among masses to reach a common understanding. A leader in business, politics, religion, science or any other domain may be highly qualified and skilled but if (s)he/they do not possess good communication skills and knack to use the right technology, all these skills and advantages become irrelevant.
‘Regret’ has been expressed by Chung Eui-Yong, South Korean Foreign Minister, in a phone call with EAM S. Jaishankar, regarding the offence caused to the people and government of India by a social media post of Hyundai Pakistan. Similar statement has been issued by Hyundai Global. Hyundai’s Indian unit has called the post ‘unofficial social media activity’ and ‘it has zero-tolerance policy towards insensitive communication’ and they ‘condemn any such view’. Hyundai sells annually around 8,000 cars via ‘distributor’ in Pakistan, while in India it has a full fledged Subsidiary with three decades’ investment and has sold over 5,00,000 cars last year. Yet, #BoycottHyundai has been trending in India since Hyundai Pakistan post supporting the so-called Kashmir Solidarity Day appeared on social media platforms. Messaging of the same nature have been seen for boycotting Kia, KFC, Suzuki, Isuzu and other MNCs for their similar posts.
Governments and Global Corporations may not have many commonalities, but minimising such ‘unofficial’ posts by a third party, whose association is much less of representational nature than the third party commands in public perception, is an emerging priority for both. These feed to misinformation, disinformation and even lead up to Fake News more often than not. The quick and wide reach of social media and the propensity of account hacks etc add to these issues. Perhaps the issue needs similar attention as understanding and compliance of International Tax regimes, because Global corporate management can not plead ignorance to the importance of localised religious , historical and political nuances.
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