No one will be using email in 3 years - it will all be social...that day will be when Facebook hits its billionth 'friend'....One billion is the tipping point. What happens when the activity on our social channel becomes so ubiquitous it becomes difficult to classify? How do you even start making decisions on the basis of your customers feedback? What needs to happen for brands to really embrace social...actually not embrace social - they will have to, its unavoidable. What needs to happen for brands to make the most of their social presence?
1. Automate the collection of share of conversation and sentiment. It's going to be impossible to hand check the amount of quantitative data coming out of these spaces
2. Right now there are only really two platforms we need to monitor for brand conversation (outside China, but you can bet there is a younger, geekier student than Zuckerberg working in a dorm room to launch an even nicer platform for social exchange. So we can expect even more of them. And we are going to need to get all that data together - maybe they will all talk to each other?
3. I was reading the article in e-marketer telling us that a fan on Facebook is worth $136...its a nice article. Jump to it here:
http://www.emarketer.com/mobile/article_m.aspx?R=1007761
I would say that the value of the fan is inherent in what you do with the fan. We do, however, need consistent frameworks to evaluate these advocates and the conversations they generate around your brand
All of this sounds like 'we need this, we need that' I don't want to come off as negative in any way - when we crack this particular code there are a lot of benefits to be gained, benefits as a brand you can put in the bank
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