Awareness in Digital culture continues to proliferate

S Mohini Ratna
Editor
VARINDIA

Technology is changing our responses, reactions and behaviours. Cultivating a digital culture is a way of business that understands how technology is changing behaviours, work and market dynamics. It helps all stakeholders grow to compete more effectively in an ever-shifting business climate.
 
Social media is potentially a powerful and risk-filled arena for most organizations. Because of both opportunity and risk involved, social media activities are well suited to process mapping and planning. For wider connectivity and influencing to be a part of social media, there has been a large assignment to the developers in all the big five companies like Facebook, Twitter, Google, Yahoo! and Microsoft. A big question is: How do these companies make money, given the fact that they more or less give away their products gratis. But it still doesn’t explain where the revenue comes from. This is not only a unique observation, but it’s a crucial one. If you are not paying for the product, the product is “you”. The real transaction here isn’t you receiving enjoyment in the form of a free temporary distraction created by a media company at great expense, but rather the media company is just taking the footprints by renting your eyeballs to its advertisers.
  
Organizations use social media for the promotion of their various products by reaching out to the target audience. This social networking addiction is increasing day by day. Hence, there is a need for investment in the digital culture, which could help reach everyone in the organization. 

Going forward, security and data protection has become an integral part of business establishments. With the rise of digital technology, cyber threats have also become part and part of business, and are becoming more and more complex.
 
Cybercrime cases clearly reflect the use of social engineering, a technique used by cyber crooks. They search for people who have linked their Facebook accounts to their cellphone numbers and then hack into the accounts to steal their personal information. Social engineering in the cyber world uses the human elements as well as technical knowledge to attack victims. 90 per cent of businesses in India say their organizations are at risk because of the complexity of business and IT operations. Cyber crooks play with your psychology before targeting you. Since the servers of many social networking sites are not in India, solving such cybercrime cases becomes difficult for the police. It is the need of the hour for the policy makers to act on this front.
  
Technology will continue to grow exponentially. In India, the growth of Internet shows that digital transformation will continue to drive IP traffic. The number of Internet users is projected to increase from 373 million in 2016 to 829 million in 2021. We are witnessing a burgeoning rise in the usage of mobile applications and connectivity by end-users and our digital economy is expected to touch a $1-trillion mark in the next four years.