Social Media Marketing is growing up, and soon it will die, reborn as loyalty. But before this resurrection occurs, brands need to evolve beyond just listening. Most brands have invested heavily in monitoring platforms like Hootsuite, SpredFast and Sprinklr. Great software that enables brands to monitor and respond to conversations. Perhaps you’ve heard that Oreo had a “moment” when the lights went out? Just kidding, nobody can unhear that at this point. Well, the moment was possible because they listened. While the industry celebrated it as a huge success and the validation of social marketing, it was actually yawnworthy in terms of business outcomes. Actually, it’s impossible to even measure the business outcome of a moment such as that because it’s not connected to conversion, sales data, or other business systems. Finally, it was an Oreo moment, not a consumer moment, guys.
Listening is the minimum you should be doing. The successful companies will be the ones that connect listening to conversion, sales and crm. To do this effectively, it must be done at scale, unified across social and internal business platforms. To do this at scale you need automation and software. Sorry, army of social minions replying to people with happy haikus and stuffing names in spreadsheets. Since one-off social campaigns, social advertising, and promotions are dying as well, you need to fold these efforts under a long term umbrella program that has actual meaning for your business and the consumers that partake.