Public Relations & Social Marketing Insight

The problem? Social media is comprised primarily of unstructured data, which is difficult to analyze.

A new approach called Mindset, Skillset, Dataset can help marketers make sense of complex social media data. Mindset refers to the ability to think beyond a certain frame of reference and look at the bigger ‘Why’ of solving a particular problem. Skillset refers to analytical techniques and tools that can be used to solve a particular problem. And Dataset refers to the copious amount of data generated from social media.

The availability of data and skillsets/technique is almost never an issue. Typically, it is the right mindset that’s lacking. Here are some tips for getting in the right frame of mind....

First off, what is it?... Datasets are multiplying as we measure lots more than we used to. This means our thinking has to broaden – no longer is ‘what can we do with our database of email addresses?’ the question, rather ‘what data can we look at to give us the best idea possible of a customer’s stage in the buying cycle and what they’ll be receptive to next?’The definition of big data isn’t really important and one can get hung up on it. Much better to look at ‘new’ uses of data.So, here’s some examples of new and possibly ‘big’ data use both online and off....

in a marketing landscape fueled by technology and consumer-driven behavior, brands need to combine big data plus big emotion to engage with audiences.

The tech-led empowerment of customers will only grow as the "Internet of Things" connects everything to everyone, driving down the marginal cost of production and distribution, just as technology has done with the supply of information.

Emotional fulfillment, not technology, will be the standout offering of a winning brand. People like technology -- but people mostly really like other people. The more digital life gets, the more people will value being understood, touched and involved by other people. The brands that win will be real and personable -- whether it's a live person on screen, a physical store interaction or the mass intimacy of a stadium event, from football to rock....

...Sony Corporation of America is an early tester of the platform, and its VP of marketing, Steven Fuld, said the program is helping the electronics giant drive better conversion rates. 

"Pursway has a unique social graph that allows us to reach prospects with strong, real-life relationships with our customers," Fuld explained.

Indeed, Pursway and Sony assert that the program can segment influencers' actual, real-life friends—not just social media ones....

The age of innocence is over. Social media is moving from adolescence to post pubescent adulthood. What are the social media marketing trends in 2014?

... It means many things and will impact at various levels and intensity across business, marketing and publishing. It will affect your planning, how you resource and even your corporate culture.The game is still changing and you will need to continue or even start to adapt and evolve. The old analog paradigms of print and mass media marketing and publishing are being pushed and pummelled. They are being held more accountable and measurable.

Social media maturity means implementing processes and platforms. Boring at times but efficient.So what are the emerging social media marketing trends in 2014?...