I have heard different opinions about the value of organizational activities on social medial channels. A lot of advocates (or anti-advocates) see the value of social medias only as another channel to bring visitors to their website.
In such statements at this stage a very important aspect of collecting followers is overlooked. Most of social media website have APIs that let query information about people who are part of your network (your friends, followers, etc.). By privacy policy you can only view the profile of people who allowing queries. A lot of recent software tools exploit this social networking openness. I can see that somebody will come (or already did) with models for software applications that will do a business intelligence analysis of the data about visitor's behaviour on your website and your activities on social medias, and will provide suggestions how to engage your followers even further. There will be a clear "aha" moment for your organization how to push social media followers to create a business value for you. Since they are already following you, it means that they are already initiated engagement. Something particular for their needs or interest needs to be done to make them do a second step on the engagement ladder. At some points business intelligence analysis can turn this ladder in the slide.
Very exiting time we are living with the turning point of the web to become a proactive and coming to you with the information you are interested, instead of the current and past way of you going and searching the information on the web. Social media networks are the channels for that, so collect your follower and obtain more!
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