How are brands stumbling on social media?
From the very beginning we realised social was not a traditional marketing tool, and if you treat it as a broadcast medium you’re going to fail. So many brands continue to do that today, despite the fact the medium requires engagement and authenticity and organic communications which are two-way.
The core things companies need to know are whether people are talking about your brand, product or area, and, if that’s the case, you need to establish a presence in social media. […]
Another is curation. Right now there’s so much being generated you need a curator to make sure the amount of time you’re spending is used on things that are important to you. User curation with influential users, will become stronger too.
Then there’s individual social capital. For years people have been talking about influencers, but for us the direction is more along the lines of understanding a complete profile of an individual: his or her levels of expertise, areas of interest and, secondarily, his or her level of influence.
There’s too much grey stuff around understanding influence, but the data and signals generated by individuals will become more embedded across any social media campaign across the company.