Data Driven: Social by the Numbers
3. Data and Crowd Behavior
The most challenging role for data within social marketing is yet to be discussed much within the industry, but is happening now in very advanced programs and lurking on the horizon for the rest of us. Consumer behavior has been moving with what is called "Crowd Behavior." An example of this was this year's Super Bowl, when millions of people instantly began communicating via Twitter when the lights went out at the stadium. Data has a very exciting role to play going forward in finding ways to gain visibility of this behavior in real time and then linking it back to customer data records and tables, as well as marketing strategy.
We have discussed three roles for data in the world of social media. The most fundamental one is tracking traffic into and away from social media sites to gain visibility of the key performance indicators that drive your specific brand objectives. The second role involves learning how to connect social media engagement to customer records with a simple yes/no flag to help make contact strategy decisions. And finally, there is a role for data to play as crowd behavior becomes more mainstream as a marketing element and, eventually, a priority.
Geoff Wolf is executive vice president of client strategy at the Mission, Kan. direct marketing agency J. Schmid & Associates. Reach him at firstname.lastname@example.org.