eBrandz Blog

What holds the key to managing social data?

Those who have thought of, created and launched a registration system realize that from point of view data collection, screens and work flow are critical components. After all, a well-conceived interface can indeed make or break your plans. But it takes time to get right your data collection in the social realm.

Today, no profile system cannot be termed complete one sans profile page – both a public and a private one. Users now expect a page in which it will be possible to manage their settings for specific data that they share with a brand. Also, if your website offers community features like blogs, comments or reviews, they feel the need to effectively manage the public persona or identity via a public profile page. Importantly, they seek branded interfaces in order to follow exactly who is managing the data.

Making user’s social data actionable and usable

Now let us consider things that come into play while making user’s social data actionable and usable. Most brand marketers wish to use it, at a minimum, to propel their targeted email marketing. A section of them would want to utilize it for onsite personalization like displaying merchandise, serving relevant news articles or even perhaps to promote event tickets relevant to a user’s tastes.

  • While combining user data with legacy or traditional user data, it’s akin to building a 360-degree perspective about the target users. But not all third-party tools are required to know everything existing in your database for effective operation For example, an email marketing tool might only require access to first/ last names, mail addresses, interests plus zip codes for a segment of sports lovers in a particular locality. Thanks to protocols like OAuth, it is now possible to build such key capabilities into a registration system.
  • Given that digital marketers need capabilities to often customize as well as change their marketing segments, this kind of segment creation should be easy to set up with help of a dashboard, and should not need a web programmer, a database administrator and an operations team to roll out.
  • Visitors to your website are showing up with precious bits of information, which business owners can leverage for improving upon the onsite experience. It is critical for marketers to have in place the right tools to request, store as well as manage the social profile data of users for meaningful purpose. The simpler and more ubiquitous these tools get, the more people will look forward to engagement and personalization on your website.

It is important for digital marketers to use data collection methods, which are clear and transparent. They should communicate to users how the information would be used, and the importance of sharing it.