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Data Ecosystems and Social Data: Interview with Bing
Measure social media
To talk about social media in general, Forrester shares the opinion of many others that the influence of social is revolutionary.
“Social influences companies in a serious way. Consumers expect a new level of interactions with brands. And brands have to deliver that or new brands will take their place. "
Forrester's advice goes beyond the simple "make it social". They point out that while most brands have jumped on the bandwagon, it's surprising how many still dwell in the past.
“Companies have to follow the movement.
These brands have to understand that social engagement does not just consist of putting the Twitter bird or the Facebook logo on your page.
You need something that is well thought out, something that can be deployed quickly, so that you can respond to consumers as quickly as they expect. "
Customer expectations are at the core of this transformation.
Customers expect a lot more social media customer service than in the past. And a social media company these days can be made up of tens of people and millions of dollars.
Accordingly, a strategy for how best to use social is essential. This could be fixed sales targets for a social media campaign or a strategy to increase the net promoter score or to reduce the volume of complaint calls from call centers via social media.
Forrester is about the need to integrate these goals into the deeper marketing strategy and to encourage the exchange of information.
“It is very difficult for companies to determine what the ROI of an activity is. What is the ROI of a Like or Retweet? And in some cases no monetary number can be assigned, even if it ultimately has a value.
So you have to run test actions, observe them - find out what the value is and then gain an understanding of how these findings affect different areas. "
The topic of data protection in public
One of the biggest challenges that emerged from social media is how to properly manage privacy.
The same applies to the search area, in which both Microsoft and Google are at the center of discussions about user rights.
Forrester is confident that the debate is headed in the right direction.
“In generations speaking - people are getting older and they will be less concerned about their privacy. If you talk to the kids today, today's kids or teenagers whose idea of privacy is to hide in the spotlight.
There is so much information available that it is no longer as likely to be discovered - and that is also a form of protection. "
Many features these days are opt-out (or even better opt-in) such as Twitter's geolocation options. And for Forrester, these are steps well on the way to alleviating such worries.
“My generation places a lot more emphasis on being in control of things. Giving some people a degree of control was something that gave a lot of appreciation. "
In conclusion, Forrester says we have overcome the most critical point of our privacy journey into the digital realm.
“With every new technology there is a phase in which people distance themselves or sit motionless.
They say, 'I'll wait and see what others think of it. I'll take a look at it for a while and see how it goes. ‘We have almost overcome this hurdle. Society now understands it better and has almost more trust in private companies than it does in the government. "
A big thank you to Duane for the interview.
This interview is part of a series of interviews with industry experts.
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