# In a contributed article, Professor Anika Sharma underscores what brands can gain from an engaging social media presence

1 Faculty News January 27, 2019 ![ AdAge India logo](/sites/default/files/styles/246w/public/assets/images/adage-india-logo-feature.jpg?itok=uM_LgRLL)>

Excerpt from [Ad Age India](http://www.adageindia.in/blogs-columnists/guest-columnists/mobilewatch-zen-and-the-art-of-forming-your-brands-tribe-on-social/articleshow/67718086.cms) -- "Social Media is a natural part of a consumer’s multi-device, multi touchpoint consumer journey and brands need to start looking at the most organic, most natural way to become part of that journey."

[Read more](http://www.adageindia.in/blogs-columnists/guest-columnists/mobilewatch-zen-and-the-art-of-forming-your-brands-tribe-on-social/articleshow/67718086.cms)