For a while now, for the last 15 years in fact, we’ve been using social data wrong. We tend to think that since social marketing programs create lots of social data, social programs and social data should fit together. The fact is, they don’t.
- Social data doesn’t prove social success. And yet most marketers use engagement as their top social metric.
- Social data does offer vital business insights. But few marketers understand how social data relates to customers’ preferences.
This is what’s called the social disconnect. A lot of companies try using social data for something it can’t do, and that’s proving marketing success. When they attempt to use social for providing insights, they tend to fail quite often.