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As social matures and gives birth to new platforms, so does Digivizer

In another growth milestone, Digivizer has made its fourth move in six years.

Since it calls on investment in the future of the company, the move has also triggered reflection.

So what’s fuelling this move?

Over the past five years we have developed our real-time social analytics platform and as we have deployed the insights it delivers for clients, we have seen how their use of the social web has matured.

Five years ago, the social web rarely featured outside corporate communications departments and marketing managers’ desktops, mostly in B2C companies, mostly either as a Facebook branded page with minimal community engagement, or as a listening adjunct to long-established media monitoring activities.

Not anymore.

Five years on, commercial organizations are much more savvy in looking to use real-time insights to plan social influencer activations, social selling programs, social selling training, active audience targeting and social leads activations.

In those five years we have seen our conversations with companies change from from “who mentioned our brand last month” to “let’s discover whom should we engage with tomorrow and how it connects to sale.”

At every level, social is now increasingly front and centre, especially for socially-savvy business leaders. What’s more, boards have now entered the discussion about how to drive better leverage from social insights used as market intelligence and reputation management tools.

These particular conversations are no longer centred on “why do we need to consider social?” but instead on “how quickly can social make a difference, and how can we move faster toward that objective?”

Today, social is a serious business channel.

Social maturity trends cropped

Organizations’ social media maturity continues to grow, albeit at different rates in B2C and B2B.

The consumer market segment continues to lead the way, but this reflects an earlier start: consumer product companies have larger customer bases, much-larger audiences, and more-fragmented conversations with consumers who want personalized products, services and support, are more fickle and who can change allegiances overnight.

They got social faster. They had to.

Business-to-business companies are catching up. The conversations are more-subtle and perhaps deeper, but B2Bs also seek to understand more about those with whom they should engage, and seek longer-term relationships built on real-time, data-driven insights.

Take another look at the diagram above: as B2Bs increase their investments, so too will SMBs. They too are ready to use the social web to connect with prospects, serve content, do both in next-to-real time, move around intermediaries, and do all of this cost-effectively.

The next phase of the social web will be to deliver meaningful value in real-time to any size company, to the devices in their hands.

Social will be made more powerfully relevant to businesses of all sizes.

Hence Digivizer’s move: more room to deliver on this expectation.

See you soon!

Emma Lo Russo: Emma is CEO and co-founder of DIGIVIZER.