You’ve set up your company’s Facebook Page and Twitter account, pulled together a social media team to start generating engagement, and now you’ve got a decent audience involved in conversations about your brand. Great, but where’s the real value?
It seems most companies understand that they need to take advantage of social feedback; however, many aren’t doing anything about it. In fact, 85% of marketers think that customer insight is the best potential advantage of using social media, but only 6% of businesses are actually using social media to collect customer feedback, according to a late 2010 survey.
Why is social insight so valuable? For starters, it’s real and organic; marketers can escape the barriers posed by contrived feedback methods, and get direct access to their customers’ real opinions. The more conversations you have, the greater potential you have to learn something, but the data can be difficult to extract. – How to Turn Social Feedback into Valuable Business Data by Joshua March