Can corporate organisations become social?

Author: John Halpin

Categories: Big Data & Data Analytics, Customer Engagement, Social
Tags: Tesco Bank
John Halpin: “The real paradox for me are the interesting elements of that, how you link that into a business.  And I don’t think no-one’s quite worked that one out in terms of social media conversations, it’s basically people speaking to each other about anything, you know.  So where does the big blue business come into that?  Where does some brand advocacy come into that?  What you might see people twittering, oh, I like Tesco Bank because this product’s great, it’s quite interesting.  But linking that into, does that mean they’re an advocate, they’re loyal, can we sell them something else?  How can we use that piece of information?  I don’t quite know.  And you don’t see a lot of advertising at all within the social media space because it’s peoples’ downtime.  They’re not really in work, it’s that kind of thing.  So I think a lot of organisations, they understand that it’s interesting, big data again, having this information, the linking it, using it.  You can see some trends in there.  You have to be on the ball as well because they can spiral, in terms of a viral, completely snowball, if someone doesn’t like you and they tell a lot of other people they don’t like you.  There’s going to be a lot of text coming in to say there’s thousands of people that have read that message.  But how do you use that in terms of sort of selling stuff or in terms of trade?  And I think it’s quite difficult.  It just might be sort of a monitoring exercise and try your best to interact with those customers."  
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