“The only thing constant in life is change.” Since the French author responsible for this quote, François de la Rochefoucauld, died in 1680, we know he wasn’t talking about social media. But he certainly could have been.
Because “constant” can be taken literally when applied to social media; each interaction we make or observe in the global real-time stream is an opportunity to put our brands out there and gather data about our competitors. And the most successful brands understand that they must change in response to changes on social.
But what exactly does that mean for the enterprise? A few things, actually.
Social is a shared responsibility
The cultural shift taking place now is about moving social out of the realm of single-department specialty, and making it part of everyone’s day – from customer service to the boardroom. This isn’t because marketers aren’t effective or necessary, but because the role of social media has expanded beyond just marketing and analytics.
Yes, those things are still important, but the marketing department isn’t equipped to deal with customer service complaints that come in via social media. Instead customer service must enhance their skillset to be able to manage consumer issues in the social realm. And that’s just one department affected. Many others will need to learn how to manage social data – if they haven’t already.
Which begs the question: How do enterprises effectively leverage social data when the rules keep changing?
Be first and be flexible
Enterprises should take a lesson from early adopters of social marketing, who figured out how to get results, leaving everyone else to copy their strategies and jockey for a second-tier view.
Now, social data is what has businesses scrambling – because they know that the amount of data available via social can be used to manage everything from consumer relationships, marketing decisions, product choices, and more – even if they don’t know how. The smartest brands will embrace new methods and iterate as they go to constantly improve.
At NetBase, our method consists of taking social listening to new depths, using consumer emotions to understand how they perceive brands, how that influences their social behavior, and what that means for those making brand decisions.
The shift to visualized data
We understand that as social data shifts away from the purview of marketers and analysts to executives in the C-suite, timely, quickly-processed data is critical, lest the door be left open for competitors to act first.
NetBase is closing that door by using visualized data to relay crucial metrics in real-time.
Pages-long reports hastily put together by digital analysts – offering insight on data captured so long ago (relative to the speed of social) that it’s been replaced a hundred times over by the time it’s read – are useless.
Now, imagine an image comprising data from social metrics customized by you, conveying real-time information. This is what enterprises can have access to today. Because we understand that real-time is the only time zone that matters, and that CEOs need their decisions to have impact immediately – not weeks after the fact.
Data visualization is a game-changer, but it’s only an advantage if you’re using it before everyone else.
Sticking with old methodology might feel like an “if it isn’t broke, don’t fix it” approach, but it’s more like refusing to grab onto a surfboard when you can see the wave is coming. The cultural shift has already changed the way enterprises do social, and the wave is still gathering steam. We’ll make sure your brand won’t wipe out when it hits.
For more on data visualization read our white paper, Social Visualization – Its Importance In The Boardroom and reach out to find out how we can help your organization see and decide.