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How standing in front of the social hydrant is a good thing

It’s often said that attempting to interpret market data is akin to standing in front of a fire hydrant. Surely adding social to this mix only makes things worse?

We don’t think so. Here’s why.

True engagement is a precursor to business development, and true engagement depends on a number of factors:

  • substance – better than just content, substance is having something meaningful to say about services, offers, products, policies, memberships, benefits, and so on
  • strategy – knowing what you want to say, knowing who your audiences are, knowing their current positions and those future positions you seek to cultivate with them, knowing what you want to achieve
  • and now social – the means to connect with the source of your organization’s commercial well-being – your customers, prospects, partners, influencers

Now insert the social hydrant: the connection to the social media channels relevant to your organization.

What stops you from drowning in the torrent flowing from the social hydrant are analyses of the data, and filtering of those data into meaningful streams of information, regulated to suit your needs (think of this analysis and filtering as flow regulators for social data rather than water).

The main difference between water and data is that water is water, whereas data are many and varied. The regulation of the data-flow out of the social hydrant must therefore be smart.

When you take the final step of connecting the flow of filtered and regulated output from the social hydrant to your existing data, you irrigate your organization’s customer intelligence, providing new insights into data you already have, growing those relationships, and in turn developing and growing your business.

What’s key is having all these parts: the data source, the social hydrant, the filtering and regulation of those data, and the irrigation connection to your organization.

Otherwise you get a nasty leak and a lot of waste down the drain.





Alan Smith: is Head of Customer Engagement at DIGIVIZER.