Many of the social networks, in their haste to build volume with individual accounts have not really thought through the features and benefits available to organizations beyond offering them a pay to play avenue with advertising and/or the recruitment route.
Given that many of these networks need to start converting business, it seems a bit short-sighted, if not immature, to fail to address the point of view of organizations beyond clicks and numbers of followers. It makes it pretty hard to measure something when the metrics are lacking in the first place.
Sure, we have a ton of data — in many cases of useless or wrong data. If you followed the evolution of these services, it’s been URL links shortening companies, monitoring and analytic firms, Twitter clients, and overall companies outside the original network that have provided usefulness when it comes to tracking and correlation at first.
Many social media teams on the company side, although quite stretched, have compensated by creating their own ways of reading the information and integrating it with the organization’s overall marketing and communications metrics in their reporting.
With the maturity of many social networks, we should be seeing a better fine tuning of what those networks offer individuals and organizations alike.
However, to an observer it seems that the plan was to enroll oodles of people to put their stuff there and charge advertising money to companies in exchange for eyeballs.
You can see from this chart here that many organizations are maintaining company-related accounts or profiles on social media sites.
Someone has to pay for the data center hosting all the information — and to keep the lights on — right? Looks like that role was intended for organizations. Leer más “Do Social Networks See Organizations as Customers?”