In my last post, I started to assess how corporate brands leverage social media in an integrated marketing strategy. Part of that process includes creating content that will keep the brand visible in a meaningful way so it won’t get lost amongst all the chatter (“noise”) on the Web. This is a complex and difficult task given the choices for content consumption that consumers have today.
From the consumers’ perspective, there is difficulty in navigating through all the noise to find the information they are seeking. There is too much information and too little time. Consumers have an insatiable appetite for relevant information, which is why so many social networks have emerged to fill the need, but in the end, consumers would like their social information spoon fed to them. Most consumers define a socialgraph through their usage, profiling their likes and interests across the Web. Generally speaking, successful technology presents a solution to a consumer problem. A successful social media tool would be one that can take that information presented by a users’ behavior and use it to solve the problem presented by the congested flow of content.
So how does a consumer make sense of a congested flow of content? There are tools becoming available for consumers to manage the flow of content. Ideally, consumers would have the ability to organize and filter their content so that they can consume it the way they want. Moreover, they would like to have new, meaningful content discovered for them outside of their personal social information network, but still presented within their “trusted” network.
Also, over time, the consumer wants to compartmentalize their social content into silos of social interest, further satisfying their need for privacy and relevance- in effect creating multiple personal profiles: Work; Sport; Social; Special Interests; etc… The challenge for the consumer is to identify the most productive tool available for their use, and subsequently put it to good use. This can be somewhat frustrating given all the widget, gadgets and applications in the marketplace. Later, we’ll explore some of those options.
Next: The Brand Engaging With Their Audience
The Author: Mario Martinez is CEO of Intellectual Capital Associates, an investment banking firm which has offices in Beverly Hills, San Francisco and Singapore, and is an investor in Perssonas, Inc., based in Beverly Hills, CA. Perssonas provides an enterprise technology for corporate brands, content publishers, and content networks which hyper-aggregate cross-social media content into a conversation with its audience. As the audience is engaged with the content, the technology filters and analyzes the user’s behavior to recommend more relevant content for the user-experience. Perssonas’ core technology is a real-time data aggregation platform that provides brand/content/network publishers with the ability to track and analyze how its social media content interacts with its audience. Martinez is a former communications executive with AT&T, Sprint and Computer Sciences. For more information, contact
