Visual Marketing

Why Is Social Maturity So Important For Businesses

By April 15, 2016 No Comments

Social Maturity

“You know a medium has attained maturity when you have to start paying for it”
Joe Edwards, Digital and Social Director, MOI Global.

A growing number of successful businesses with a sophisticated advertising strategy are seeing value in Twitter Ads. However, the important question is whether your business – whether brand or agency – is socially mature? Only 21% of leaders understand the potential value of social media, while only 36% of organisations do not measure returns on social media investments. Those are low numbers. If your social marketing strategies tie straight into larger multi-channel marketing efforts, you’re on the right scale of social maturity. But if you haven’t thought of maturity in these terms, what is it that you can do to get there?

Why do you need to be socially mature?

Let’s begin with asking why social maturity is important in today’s data-driven world. Most marketers today realise that social media is an essential part of their “marketing strategy toolkit” but they go ahead without a clear business objective. This automatically results in unclear social media value and the lost opportunity of a full and complete picture of customers. Social media and the data that is obtained with it must be used in conjunction with other marketing efforts to optimise customer experience and brand awareness. The bottom line is, to have a fully mature social environment, you can’t let your data sit in silos. Especially if you spend significantly on online advertising and use multiple data sources.

So how can you be a socially mature organisation, and what does it entail?

Firstly, connect all your data points. With Twitter being an open network, there is a massive amount of data you can get about your audience. Not just to inform your Twitter strategy, but social media and overall marketing strategy. Use a DMP (Data Management Platform) for data collection and targeting if you’re spending large amounts on advertising. On a related note, ensure that your email database is connected to Twitter. You will then be able to target this segment of audience based on things like their personality.
For instance, target a segment of your audience that is most likely to retweet. Or uncover the personality of any audience to see how they’re likely to respond to your advertising using cognitive computing software. If you’re a brand that is looking to sponsor a sports team, look at the affinities and interests your audience has to see which team to best sponsor. Similarly, if you’re a brand looking to advertise in a news publication, you could easily look which publication your Twitter audience have an affinity with to ensure that you maximise your media planning spend. This social intelligence can seriously impact your cross-channel communication, and most definitely in a positive way.
With this kind of advanced analytics and cross channel management in your pocket, customer information will get more enriched – the first steps in having a socially mature business.

Are you socially mature? Here are some signs:

– Are you using social data to inform your larger marketing strategy?
– Do you use advanced targeting and deep segmentation for Twitter Advertising?
– Are you looking to increase social spend?
– Are you looking to expand your social tool portfolio?
– Is audience insight from ALL data sources imperative to your marketing efforts?

A Social Maturity Scale

The social maturity scale by Gartner below shows the various stages that businesses hover around until they get to the ‘optimizing’ stage.

Gartner's Social Marketing Maturity Model

Gartner’s Social Marketing Maturity Model

Where are you on the scale? Let us know in the comments below.

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