Social networks are a constant source of information for brands and for companies. It is no longer just their own activity that is generating a constant flow of data about what they are doing and what not their consumers or about the way in which they are receiving their products, their offers and their activity. In addition, consumers’ own activity as users of social networks, an activity that is often done in open, allows access to a constant flow of opinions, desires and criticisms that help shape the state of the market.
Social media is a very interesting and very attractive environment to access data and to know much better the potential customers that a brand or company can have. But, despite its potential and despite its appeal, social networks are also a growing source of problems. On the one hand, companies have to understand that their activity in this scenario must be varied, dynamic and that the conversations are no longer simple processes of a voice, as they were until now.
On the other hand, that information manna that social networks can offer does not get chewed, that is, it does not arrive ready to be used. The data that the social universe can bring to the day of the marks appear in a sort of rough information, something about what you have to work to find what really matters and interests. And that is where brands and companies stumble and where Its workers responsible for social networks have their problems. Information is valuable, or at least in theory. In practice, social network managers encounter the constant problems of fragmented, confusing, sometimes repetitive, and often difficult to process information. There are many things like finding a CDN Reseller With Best Pricing, many little relevant and many others difficult to read and understand.
As noted in the results of a study conducted by Unified based on the views and visions of the digital marketing managers of the Fortune 500 companies and their agencies, there is still a lot to work on social networks and the obstacle remains to be overcome. Is the information itself. This is expected to be the crucial year, the one that marks a before and after and the one that marks a turning point in which brands and companies start to rely on social media advertising. But, before this happens, they have to start to better understand the information. And, right now, the data of social networks are, in short, a challenge.
The marketers use to define them a word of difficult translation: kludge. That is why half the respondents chose. The term is defined as a malconjuntada collection of parts that fit poorly, forming a harrowing set (data and information). That is to say, those responsible for social networks see the situation as a scenario in which there is much information but in which this is a kind of cacophony from which it is very difficult to understand something.
The problem is not just the data
The data are not the only culprits. In the practices of the social networking and marketing teams of companies, behaviors occur that make it difficult to get out of this confusing and complicated information jam. Thus, 38% of the respondents recognize that it lacks the capabilities to enrich and normalize the data they obtain from social networks to make them usable. In addition, social networks are tackled in a very fragmented way. Many tools and many ways are used to do things, which means that you have many different sources of data. 1 in 3 respondents recognized using 4 to 10 different purchase and activation tools for social networks in their day.
This creates a complex situation in which it is difficult to see data and results and even share information. Thus, 56% say they have little transparency in ROI and social media ads results and 51% in knowing what is working best of all the tools and all the elements they use. This is despite the fact that 67% of marketers recognize that the ability to understand the results of the creatives and their strategies of segmentation is extremely important.
And even if they have data, it is also difficult to talk about them. Sixty percent acknowledge that they have little or no ability to share their analytical tool results data with other company teams.