Avoid Being Red Queened: How to Run Ahead of Social Media Competition
September 10, 2013
The article Using Social Analytics and BI to be a Smarter Social Business on Don’t Mind Rick builds an elaborate metaphor between Social Analytics and Alice in Wonderland. The Red Queen Effect, as the article discusses, refers to those companies that are simply running to keep in the same place. The article encourages companies to avoid this.
“If you are using Social Media data just for history based predictions you are doing yourself a disservice. You now can know what your customer is thinking since they share their thoughts on social media. What your customer is doing, since they share their activities on social media. And you can know what your customer wants, since he is also sharing this on social media”
Of course, this dredges up the inevitable fear of being creepy. For example, Target sending out catalogues to a pregnant woman based on purchase patterns before the woman even told her family. The article also brings up the buzzword web care, or companies responding mainly to negative feedback on social media. Instead of this, the article suggests allowing trial runs of products, since what is a better test of whether you like something than trying it out yourself? At the least, the article is a remarkable collection of social media and business buzzwords.
Chelsea Kerwin, September 10, 2013
Sponsored by ArnoldIT.com, developer of Augmentext
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