In a world that is increasingly getting hooked on to social media, where posts often go viral and shape public sentiment, the Goa government's spending of almost Rs 8 lakh on empanelled influencers on various projects could be seen as a positive move. Whether one likes it or not, the social media outreach cannot be sidelined. For nearly ten months, Chief Minister Pramod Sawant has catapulted influence marketing into the governance sphere, attempting to leverage the digital charisma of 36 Goan influencers to promote policies and events, including the prestigious International Film Festival of India and other infrastructure initiatives that the government took pride in showcasing.
While the numbers reflect an ambitious strategy, they beg the question: Why did the tourism department fail to capitalise on this space when it was available for the asking, and was being used in other spheres by the government? Tourism is the mainstay of Goa’s economy, and by any measure should have been on top of the mind.
The empanelled influencers participated in 16 government campaigns, showcasing a diverse portfolio from educational schemes and local agricultural initiatives to infrastructural projects, but tourism was given a skip. Leave alone promos, it appears that the department was caught off guard in tackling critical narratives on social media and did not realise that it had the resources to counter it, until now. On the contrary, the department sought to threaten those spearheading negativity. On Wednesday, the discussion on the sidelines of the cabinet meeting was about tracking down the source of the negativity.
Empanelling influencers and assigning them clear guidelines for promotional content is a proactive step; however, there seems to be a lack of foresight about crisis management. Throughout the past ten months, the government failed to mobilize these digital ambassadors until the tourist season had already begun and public sentiment had soured. It is only on January 6, that a frantic attempt was made by the Tourism Department to counter negative perceptions with a list of nine influencers — an action that underscores a reactive rather than proactive approach.
Goa's tourism has weathered attacks from social media influencers, the telling blows of the global pandemic and even heightened competition from other destinations. The talk about competition has been an endless one. In this digital age, the only way to counter negativity is through positivity. By going after those who are creating those reels of Goa, we could make it bad, and getting rattled by the numbers is making it worse.
The influencers chosen to showcase Goa's rich cultural and tourism tapestry must not only add vibrancy to the pitch but also have a genuine understanding of what makes the state unique. We must understand that there is a world of difference between promoting a product or an establishment and promoting a State. The dimensions change, and so does the audience.
While embracing social media influencers is indicative of a modern governance approach, it must be done mindfully. As Goa grapples with its image not just as a destination but as a brand, the lessons learned from this experience should guide future strategies. The aim should not merely be about increasing follower counts but creating authentic connections that resonate with both locals and visitors alike. The need now is for the government to think ahead, leveraging instant connectivity and social media in a manner that preserves Goa's identity and continues to welcome the world with open arms.
