Not only does it have incredible capabilities for listening and publishing, but it’s also the nucleus for modern direct-response advertising for demand gen. Now with emerging products like Facebook Messenger, social is set to continue revolutionizing e-commerce and customer support. On this week’s episode of the Marketing Cloudcast — the marketing podcast from Salesforce — we’re discussing how social media is growing up and maturing into a more useful marketing tool. Social listening data is at an all-time high. “Social media is real time. When brands pigeonhole social media as only an engagement tool or only a publishing tool, Luke says “they’re missing the bigger story. Social customer service is better than ever. Tools and data are super accessible. Most companies still could do much more with social data. “I don’t think most brands are fully realizing the value of the data that’s coming in,” says Luke. “For consumer brands, life events are huge moments in time when you can shift someone’s loyalty and awareness of your brand — which can have resonance for decades to come,” he shares.
In the context of the omnichannel mix, social media is at the epicenter of innovation. Not only does it have incredible capabilities for listening and publishing, but it’s also the nucleus for modern direct-response advertising for demand gen.
Now with emerging products like Facebook Messenger, social is set to continue revolutionizing e-commerce and customer support.
On this week’s episode of the Marketing Cloudcast — the marketing podcast from Salesforce — we’re discussing how social media is growing up and maturing into a more useful marketing tool. We brought on the expert: Luke Ball, Senior Director of Product Management at Salesforce, who knows social tools better than anyone else.
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You should subscribe for the full episode, but here are six things that the maturation of social means for your marketing, from our conversation with Luke Ball.
1. Social today is the Swiss Army Knife of customer engagement.
“We’ve been through the hype cycle and the trough of disillusionment, but I’m seeing a lot of maturation happening right now. Many businesses finally realize the full potential of social and are incorporating it into their processes and business strategies in a more holistic way,” says Luke when asked about the current state of social.
As Luke points out, “We’re seeing new channels emerge within channels. Messenger is a great example and the one to watch this year.”
2. Social listening data is at an all-time high.
“Social media is real time. It’s extremely high volume, and people are literally falling over themselves to tell you what they think of your brand, your competitors, your industry, your products. That insight is actionable, it’s scalable, and it’s something that doesn’t just affect marketing,” says Luke.
With the influx of sites like Yelp and TripAdvisor, there’s truly so much you can listen to today when it comes to customer sentiment about your…
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