Social media has provided rapid acceleration for innovation, analytic insights and brand awareness while also offering companies the opportunity to save cost through mass collaboration. Businesses across every industry are using it to hype new products and services, while also monitoring what people are saying about their brand. And yet, most struggle to measure the true value of social media engagement and few have the big data analytic capabilities in place to deliver insights on how these activities impact the bottom line.
To truly leverage social media as a tool for the organization, the entire business must be aligned for effective interaction to be achieved. “[Employees] need to respond in a proactive and timely manner on the social channel of choice and be able to tailor the communication or content that they provide to different audiences with the right reply, the right response, the right content and the right tone of voice,” says Helena Schwenk, principle analyst at MWD Advisors, an IT advisory firm based in the U.K.
As Facebook, Twitter, Pinterest and other social sites continue to unleash a torrent of data, organizations need to not only turn the information generated into actionable intelligence, but also to measure the business value.
Read More (Source: Forbes)