4. Embrace social commerce. "The State of Social Commerce 2013" from BI Intelligence recently noted that increased mobile use and the visual Web are key drivers in the rise of social commerce. According to the report, Facebook has passed the 50 percent mobile usage mark and Pinterest is at 48 percent, while 35 percent of online shoppers plan to use Pinterest to make purchases.
With the huge uptick in the number of channels marketers need to reach today, channel analysis is becoming exponentially more complex. While previously, marketers may have known that someone clicked on an email that converted to a sale, they may not have known the entire chain of events that led to that; and if they did, it would have been difficult to quickly cycle through testing. Investigative analytics enable marketers to address the whole universe of social media in real-time, allowing for analysis of critical connections, such as peer reviews, price comparison activity, etc. In the hyper-connected, high-speed social media world, near instantaneous analytics help marketers immediately capitalize on consumer interest.
5. Make sure technology matches business need. Social data volumes are bumping up against storage and analysis capabilities, and traditional approaches to managing digital information are no longer sufficient for companies that need to capture exponentially growing volumes of social data.
Social data investigation shouldn't need to wait for an army of database administrators to prepare and ready the data for analysis. Marketers working to optimize campaigns need fast, easy access to all customer-related data so they can focus on customer insight that helps them provide better products and services. Investigative analysis can't be done in a silo. Finally, the systems used for social media analysis need to fully and transparently integrate with other IT systems, from CRM to supply chain and financials.