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BizReport : Social Marketing : May 04, 2016

3 trends to watch in social marketing

The push from brands into the social space continues to be strong, but as more businesses enter social it is also becoming harder to be heard. One expert identifies three trends for brands to watch in the social space.

by Kristina Knight

First, the data strategy

"There is a shift towards businesses making strategic decisions based on data. We've come a long way from social media being used by PR teams to measure social sentiment around their company. While this is a worthy "social 101" use case, the opportunities to leverage the wealth of human-generated data, including social networks, blogs, news sites and more, for strategic decisions are now much bigger," said Tim Barker, CEO, DataSift. "Whether it's TV producers using data for casting decisions, or brands using insights to shape their marketing strategy, human-generated data has a bigger role to play in business. To solve this, the industry needs to move from passive reports and dashboards, to "active intelligence" to provide proactive discovery of interesting, impactful, or emerging trends and insights. The data volumes are so overwhelming, algorithms need to start doing the heavy lifting to guide people to insights and answers. Approaches like deep learning and machine learning have a huge role to play here."

Second, walled gardens

"Although every [social]network has a responsibility to protect user data, new models are now emerging to enable social networks to provide audience-level insights for brands, marketers and agencies while protecting user data. Last year's launch of PYLON for Facebook Topic Data is a good example of this," said Barker.

Third, consumer privacy

"Consumer privacy is a trend I'm particularly passionate about. Being based in Europe, I'm reminded every day of the shifting landscape of regulation around data protection and consumer privacy. In the post-Snowden era, the industry needs to adopt the principles of "Privacy by Design". Privacy by design is an approach to protecting privacy by embedding and building privacy-first solutions from the ground up into the design specifications of technologies, business practices, and physical infrastructures," said Barker.

More from Tim and DataSift later this week, including how Facebook topic data can benefit brands.

Tags: DataSift, Facebook, Facebook topic data, social marketing, social media trends

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