Quantifying the social media sphere

Being able to identify, track and understand why customers share branded communication and information are some of the biggest challenges – and opportunities – facing brands today (“Customers under the influence”, Data Strategy, 14 October).

I believe we should all be demanding the same ability to measure social media as we do currently with other media channels.

It’s long been known that a customer’s value to a company goes beyond their purchase history. Now it is possible to quantify an individual’s sphere of influence and establish who among a brand’s customers are truly influential.

Targeting key influencers with tailored communications, designed specifically to coax and cajole interaction with your brand, is the perfect way of amplifying marketing messages and increasing value. With the advent of analytical techniques that harness social media’s unique characteristics, surely this marks the dawn of an exciting new era for direct marketing?

Julie Atherton
Planning director


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