The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How Data Is Shaping the Way We Do Business
Posted on February 3rd 2014
The new year is drawing the gap closer between social data and its impact on the way we do business. In speaking with many of our customers and peers, our team has gathered three major social management points of focus for the first half of 2014.
Big Data Becomes More Scientific
If 2013 was the year for Big Data, 2014 will present us with a more scientific grasp of social data--the data gathered through social sharing. Access to greater amounts of social data, including previously difficult-to-access historical social data, opens broader opportunities to streamline marketing efforts and measure campaigns’ impact. Data has become available through companies like Gnip, who provide “firehoses” of social data--even greater amounts of information than what’s available to regular users.
Using filtered enterprise data and analytics, marketers now expect to drive advertising through clearly defined, pre-determined channels and turn “targeted marketing” into something a consumer would be willing to accept as “relevant data”. The days of solely depending on broad demographics such as age, gender, and location are over, as we can now peer into a user’s online presence, habits, and social context on a much more granular, and even predictive, level, and provide them with material based on their interests. Marketing professionals are now commonly finding themselves incorporating data and tech into their roles.
We’re no longer casting fishing nets - we’re directly shooting thin and powerful arrows.
Death of the Guru
With the intelligence that enterprise analytics and larger amounts of data provide, social media management has moved away from that one intern in a back office who built a Facebook page and tweeted one-line posts. Social media management now represents a deeply analytical and accepted corporate marketing practice, and yesterday’s “gurus” have fallen behind demonstrable, practical sources of information. As the science behind social data evolves, marketers will continue to streamline their practices to optimally interpret and use information.
“Marketers will increasingly bring their business to social technology partners that use data effectively”1 speculates Forrester Research in their report, “Predictions 2014: Marketing Leaders Put Insights To Use”, indicating that data’s quality will be a determining, competitive factor in marketing spend. Heightened expectations for data delivery and its potential will be driving marketing in 2014.
The Evolution of Customer Service
Customer Service has neatly tucked itself under brand perception, and upped its own business value. Because of the wide-open forum of social channels, companies have their dirty laundry aired out for them daily. The way a company responds to a negative customer comment, surprisingly, has become slightly more significant for brand equity than a poor customer experience itself. Customers, it seems, are willing to forgive and even praise a company in the event of a fast and satisfactory response.
To address this spotlight on customer service response and effectivity, social customer service teams are being developed and trained to add value to brands and have a positive impact on online market share.
Where We’re Headed
Moving forward in the upcoming months, I feel we’ll see social channels continuing to reflect an increasing number of brands with a very strategic, data-based social presence, and a steadily rising competitive bar in the practices and delivery of social customer service. It’s never too late to jump into the social media management game, as there are plenty of books, conferences, and Twitter feeds that offer helpful information to get started. Even as the social wheat is separated from the guru chaff, SMM will readily scale to make room for brands and practitioners that bring authentic engagement and integrity to the table.
1 “Predictions 2014: Marketing Leaders Put Insights To Use”, (Forrester Research, Inc.: Dec. 30, 2013)