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Solid points by all. For years I've seen many make topics, such as technology, made to appear more complex then they needed to be. One reason may be because there's money in complexity. Social media hasn't escaped the vortex of complexity either. I tell my clients to look beyond the technology and delve into the behavior. Think of who their customer is and isn't? Whether on or off the web, are they talking and listening to their clients? What are the issues being discussed, addressed and or ignored? Granted these and many others are questions that should have always been asked, but now more so than ever. Companies have an incredible opportunity of having access to a wealth of live and raw information from customers and non customers. From competitors and suppliers. Information just a decade ago would be near impossible to access. Information that can help improve a firm in multiple areas; however, I can see how the social web may strike fear into companies that are comfortable with ignoring their customers needs and expectation. With the social web, you and I as consumers have incredible reach to express our views to thousands with the click of a mouse. The medium or outlet has expanded, but the best companies-large or small-have always been experimental, innovative, social, collaborative, and responsive to their customers expectations. They asked questions, and listened.
Which would go directly into the topic of how to drive revenue through the social web? Perhaps an additional question should be asked? Rather than start with the social web, start with their customers and potential customers decision journey- than work backwards. What triggers initiate interest or need? Once triggered, where do they go first, to who? What information do they need to help them make an informative decision? And what about touch points after purchase? What can be learned at this touch point? This could be a topic all its own, but perhaps the entire purchase and use cycle process should be better understood.
@ Nate, your right. Between the advancement of predictive analytics and powerful algorithms being created and used by Amazon, NetFlix, Google, and others, I believe much of the pre and post communication between consumers/customers and brands will be highly personalized. Including email.