Marketers walk the line between Social Media and Data Privacy
As a marketer, you dream of data. With data you can deliver more relevant information. You can deliver more timely information! You can Micro-Market directly to those who are most likely to buy!
Which brings us to the issue of privacy. You see, privacy and social media are inherently at odds with one another. Marking matters more complicated, consumers are completely schizophrenic. We want relevant information immediately but we don’t want marketers to have the information they need to deliver it to us.
With this complex dance in mind…the social media rule for Marketers is TAKE IT SLOW. You are building a relationship with social media. If you move too fast, you can creep people out. Imagine the following situation:
You go into a store to buy a new suit. You’re going to make a large purchase and you want to get it right. The store manager who has data-mined you on social networks greets you and already has several suits and shirts laid out. You are amazed at how he has matched your style. He then tells you that he recommends the blue shirt since you just ruined your old blue shirt at Mama Mia’s restaurant when you dumped spaghetti down the front of you. “And besides”, he says, “it’s your girlfriend’s favorite color!” He then mentions that the suit will look very nice at the conference you are attending in San Fran next week and that you’ll enjoy your stay at the Marriott.
Would you be creeped out? Indeed! However, if you combined your Facebook + Twitter + Foursquare + Tripit…and a few other sources, that information is likely in the public sphere.
The point for marketers is: you have access to a whole new range of data – use it wisely.
- Social Media Experiment: #NACAC08
- Favorite 2009 Blog – Social Media Today – Five Reasons Companies #Fail at Social Media
- Starting a Social Media Campaign
- AMA Social Media SIG Presentation
- Social Media Marketing – how big is it and how to use it