PDA Q&A: Nipa Shah

President Jenesys Group, Novi


DB: Where are you?
NS: In India, traveling on one of the superhighways. I’m headed to Mumbai.

DB: What’s going on there?
NS: I just attended a conference in Gujarat, which is celebrating its 50th year as a state. The conference was geared around entrepreneurialism. I spoke on a panel about social media, and how to best use it for business and career purposes. As a social media expert, it’s amazing to see how different countries use Twitter and LinkedIn.

DB: How do people use social media in India?
NS: They’re very much into following celebrities. It’s still a young industry, and they’re just learning to use social media for business opportunities.

DB: How can companies and individuals improve their Internet search results?

NS: Social engines thrive on content. There’s a whole strategy that needs to be employed to maximize search results and get people coming to your site. The more content you have that people want to access, the better your results will be. We have a whole strategy we implement for our clients.

DB: What’s the best way to tap into ethnic markets on the Web
Ethnic marketing is really becoming more important. The Hispanic and African-American communities really use social media well. Ethnic populations like to purchase goods from people who respect their value systems and know their cultures. I think India and the rest of Asia is starting to learn about the powers of social media.

DB: How has your experience at GM as a procurement manager helped your business?
I spent 20 years at GM. At my last position, our team bought engineering services for GM North America. We had an annual purchase volume of $450 million. When I arrived in the U.S. from India with my degree, I didn’t know a computer from an oven. GM taught me so much about business, how to act professionally, and how to take care of your customers.


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