Foursquare is one of the latest social media networking sites available to mobile phone users and also one of the most valuable resources that a business jumping on the social media bandwagon can have. Foursquare allows users to check-in to the locations and venues they visit during the day and share this information with friends and their networks. Now why is this important for your business?
Simple. There is no better way of spreading the word about your business than word-of-mouth.
There is a fundamental reset occurring in the marketing sector; is your company on board? In the past, emotions have been the prerequisite for a powerful marketing campaign. Leo Burnett once said “advertising is the ability to sense, interpret… to put the very heart throbs of a business into type, paper and ink.” While emotions are important, they are quickly taking a backseat to data, some may know it as, social media metrics.
What has brought data to the forefront, you may ask?
It started around the time of the 2008 Global Recession. People quickly lost confidence in not only the banking system, but the world around them. We all promised ourselves that we would not be duped again. Emotions are not quantifiable; data is. Data is the surest way to analyze a product, service, and business venture, etcetera.
A Marketing Digital Footprint:
The future of marketing is about identifying and tracking people’s digital footprints. Klout is a perfect example of the tracking and ranking of our impact. Klout explains on their website that
Klout measures influence online. When you create content or engage, you impact others. Klout analyzes that impact to find your Klout Score, influential topics, and your influencers.
Klout is the standard for influence. Top brands such as Disney, Audi, and Turner use Klout Perks to reach and engage influencers. Over 3,000 applications and partners use Klout data to display Klout Scores,
prioritize based on Score or topics, and segment users.”
Everyone who has a Facebook, Twitter, Foursquare, or a plethora of other social media outlets has a Klout score, already calculated online. Klout gives people a number between 1 and 100; the closer you are to 100 the better. Programs like Klout are taking data and extricating valuable information from it, ranking you on a virtual leaderboard with your peers.
Another form of data aggregation and interpretation is WhiteFire Social. WhiteFire is a Social Media Platform used to accelerate social media activity, which displays results in a dashboard compiled of deepSocial Analytics. One is able to identify their social media influencers, and see how social lift is created, right down to the name of the person!
Companies are able to see who influences the outcome of their campaigns, or disseminates their brand message across multiple platforms.
Now THIS is what I call powerful data.
Data allows companies to identify and connect with their social media influencers, changing the way they reach their market. It is key for businesses to understand and embrace the changing tides, and create a marketing strategy that is founded on data – facts, as opposed to emotions.