I ran across this article, “Social Media Will Be Primary Channel for Engaging Customers, CEOs Predict” in Media Post. Besides feeling as though the headline might be more effective if rearranged the article has some some interesting statistics.
1700 CEOs were surveyed by IBM. The findings are hinting at an explosion in the use of social media over the next three to five years.
Currently just 16% of companies use social media as their primary means of interacting with customers, but that proportion will rise to 57% three to five years from now.
And as we are all aware from Newton’s Third Law of Motion: Every Action has an equal and opposite reaction. Thus the growth of social media as an engagement tool in corporate America will result in a shift of resources.
Over the same time period, CEOs see Web site utilization increasing from 47% to 55%, while call center utilization will drop from 40% to 31%, and utilization of traditional media will plunge from 39% to 15%.
The opportunities for gathering and analyzing customer data are numerable. Having the right strategies, technologies, and analyst to move from gathering and reporting “big data” insights will be key to success. Big data is all well and good but the payoff comes in being able to apply that data in a way that builds knowledge and creates results that matter.
If you need a way to not only use social media strategically but to add value to the data you have and will continue to intake, it might be time to reevaluate your information resources. Finding the right data at the right time relies upon a combination of good technology, solid information management strategies and knowledgeable information professionals to apply the technology, the data and the company knowledge into a decision that matters.
Constance Ard, January 22, 2013