Karthi Marshan, Head Marketing, Kotak Mahindra, opines that their social media is a bit different from other brands; and he cites example of their Facebook page. Here, they do not chase the number of likes but they see if their real customers are on social media and, if yes, then why don't they like them on social media?
The other tool they extensively leverage is Twitter. He reveals that they are using Twitter for customer service only and not as a marketing medium.
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