If there is one sure fire way to leverage social media data in the service of your company, it’s to engage that data to better serve your customers. This fact is not lost on CMO’s who, according to the survey by the CMO Club fund the number one use of social data by CMO’s is now brand management. By brand management they mean using that data to understanding and to respond to their customers needs more effectively driving sales and enhancing their reputation
This great new infographic from visual.ly and the CMO Club brings this into dramatic relief. It’s notable that sales is a distant second because, while bottom line profits are important, effective reputation management is equally important to the long term survival of your company.
The data below is also instructive as it reveals exactly what CMO’s are looking for in social data. Principally trends in consumer behavior, identifying exactly who their customers are, how consumer feel about your brand, an what individuals or groups are driving sales.
The same benefits are reflected in CMO’s confidence in the core ROI (Return on Investment) of social media data with over 80% feeling confident that it impacts brands awareness and consumer loyalty.
Given the data above there are five concrete steps every Chief Marketing Officer (no matter what size the company is), can take:
Reading Time: 1 minutesSimon Mainwaring is the founder of We First, a leading brand consultancy that provides purpose-driven strategy, content, and training that empowers companies to lead business, shape culture, and better our world.