Screenshot of Sprout Social Instagram profile stats and performance.
Posted: Thu Jan 23, 2025 4:24 am
What does that mean for the next generation of social media management solutions?
Brands will need more than just the next iteration of tools. Simply responding to more customers, publishing on more networks and sharing raw data across teams, will only go so far.
As consumers increasingly make social the digital hubs of their lives, brands have the chance to understand their audiences and markets deeply, and to spread that knowledge throughout their organization. Social media management solutions will evolve into the thread that connects and strengthens the bonds between brands and consumers—woven throughout every team, strategy and customer experience.
The next generation of business on social is not estonia b2b leads particularly about “social” at all. It’s about real digital customer relationships.
We’ve seen how social customer care has changed the way marketing and customer support teams operate. Years ago they may not have had a reason to interact or share information regularly, but social media has made them close collaborators out of necessity. As social becomes the primary hub for high-resolution consumer insights, imagine how other departments could transform their work.
Consider the speed and richness of customer information you can glean from social compared to channels like email or phone. Social content is immediate, continuous and more fully represents the person. Email, phone and other channels are far more asynchronous—frustratingly for days with email—and are episodic, giving a limited view of the customer. An Instagram Story reply happens in real time whereas an email might go unread for days, or weeks. Who a customer follows on X (formerly Twitter) and interacts with says a lot more about who they are as a person compared to one service representative’s short conversation on a support call.
As consumers increasingly make social the digital hubs of their lives, brands have the chance to understand their audiences and markets deeply, and to spread that knowledge throughout their organization. Social media management solutions will evolve into the thread that connects and strengthens the bonds between brands and consumers—woven throughout every team, strategy and customer experience.
The next generation of business on social is not estonia b2b leads particularly about “social” at all. It’s about real digital customer relationships.
We’ve seen how social customer care has changed the way marketing and customer support teams operate. Years ago they may not have had a reason to interact or share information regularly, but social media has made them close collaborators out of necessity. As social becomes the primary hub for high-resolution consumer insights, imagine how other departments could transform their work.
Consider the speed and richness of customer information you can glean from social compared to channels like email or phone. Social content is immediate, continuous and more fully represents the person. Email, phone and other channels are far more asynchronous—frustratingly for days with email—and are episodic, giving a limited view of the customer. An Instagram Story reply happens in real time whereas an email might go unread for days, or weeks. Who a customer follows on X (formerly Twitter) and interacts with says a lot more about who they are as a person compared to one service representative’s short conversation on a support call.