I heard a comment/complaint the other day that spoke worlds about the social Web -- and the challenges therein.
In a post-Thanksgiving get-together, the "girls" in our family gathered at one of my sister's houses to keep her distracted under the guise of helping her decorate for Christmas. Her husband was out of town attending his brother's wedding, and, overdue with their first baby, she was anxious she'd go into labor at any moment (as was he, from the number of phone calls she received while we were over there). She's the most artsy-crafty among us, and was preparing to dry out orange slices to use on her tree.
As she sliced away, she held up a sample and asked if we thought it was too thick. Not really knowing exactly what she had in mind with her dried orange slices, most of us just shrugged our shoulders and said, "Guess so." But one sister asked, "Don't you have a picture we can look at on Pinterest?"
To this she responded, looking rather embarrassed since she'd become known as the Pinterest Queen during her wedding planning, "Uh no. I don't really use Pinterest too much anymore since it's become so, so, so..."
"Commercialized?" I suggested.
"Exactly!" she scowled.
Pinterest, like Facebook and Twitter before it, and certainly any trendy social media site to come after, has become a magnet for corporate marketers. And as disheartening as that might be for those of us who simply want a quite little corner in the virtual world to call our own, it's even tougher on the marketing mavens charged with understanding (read "capitalizing") on social media.
This, of course, falls to social media analytics -- as confusing a field as ever there was, what with the proliferation of platforms and players clamoring for attention. And this isn't just about what's happening online. While marketers grapple with what's happening on the social Web, they're apt to forget that social media drives real-world behavior, too, as Judah Phillips, the chapter's author and a digital insights and research executive, pointed out in the recently published book, Win With Advanced Business Analytics: Creating Business Value from Your Data.
My sister may not like that Pinterest and other social sites have morphed into marketing hangouts, but she's still letting what she sees there influence her behavior -- whether she wants to fess up to that or not.
Social media analytics must take into account the consumer who sees an ad on a social media channel, and then takes action on it, even though he doesn't click on the ad directly. Instead, he begins reading product reviews by bloggers, looks at consumer comments, checks out the company's Twitter feed -- and, several weeks later, heads to the store around the corner and buys the thing.
Would you be surprised, even shocked, to know that this consumer's actions can be tracked from start to finish? You shouldn't be, Phillips said. Consider this:
Given the social graph being developed by companies such as Facebook and Google, it is not only possible to collect, track, measure, and analyze almost every single behavior in the sequence, but it is also possible to join that advertising data (and the related behavior) back to the social graph that contains every bit of information ever collected and made available (by you and opt-in/opt-out) on any social media site. Consider also that the social graph can be joined to other third-party repositories, such as consumer credit card, financial data, and other personal data.
Phillips needn't say it, but he does: "the implications for analytics are enormous."
His advice: Don't head into 2013 without knowing how your company can get the biggest benefits from social media data and analysis across its operations, from finance to sales and beyond. Better yet, he'd like to help get you started. Phillips will join AllAnalytics.com on Wednesday, Dec. 12, at 2:00 p.m. ET, for a Webinar called "2013 Social Media Analytics Best-Practices," and will be sharing his global practitioner's perspective on how to optimize use of social media data and analysis.
You'll get tips on:
Deciphering social media jargon
Developing social media analytics for brand vs. direct response
Putting various social media techniques to work
Influencing customer relationships with social data
Hi Hospice. I love the idea of a social media command center -- I see big screens and dashboards galore, sort of like a big carrier's network operations center or a military war room. Do you know of any specific examples of companies that have built a social media command center? I'd love to hear about them.
"Don't head into 2013 without knowing how your company can get the biggest benefits from social media data and analysis across its operations"
There is the need for each company to have a social media command center that will be directely connected to its operations. Knowing the social media analytics best-practices will make it easier to built an efficient social media command center.
Nanci, Noreen, and Beth - true, we have seen a flood of tools, but there will be some sorting out. I think the social media solutions that go dark are not highlighted as well. I remember Tap11, which is similar ot Postling, Hootsuite, and Tweetdeck, shutting down. I also recall another Strawberry Jam, which I never figured out what its purpose is suppose to be. In short, the tools that can quickly convey their purpose and their value relative to the big platforms will win out.
I am looking forward to this webinar address the avalanche and what lies ahead.
Yes, for competition, now there are new approaches of Social Media and Predictive Analytics which enables organizations to even more precisely measure internally but also measure its competitiors and brands more accurately. Being able to overcome challenges on both sides is very beneficial to today.
Sure seems like there is a dark side to social media, but those who understand how the Net works are not surprised that every movement is tracked to some degree and that Analytics is used to predict future probable actions.
Maybe people should see this as a challenge not to be so predictable ?
Working with an outreach dxepartment i literally get scared every time someone tells me of some new social platform. I realize immediately we need to begin to understand that new platform before we are oficially asked to add it to our social portfolio. That happened to us with g+
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