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Saturday, April 18, 2015

Columns and Commentary

Takeaway: Web vs. social web

Rob Cools

There is no longer a distinction between what used to be referred to as the social web — Facebook, Twitter and other social sharing sites — and the traditional, information-gathering web. Consumers are now using social media to make purchases, interact with brands and connect with friends in one place.

Everything a user does online can potentially be viewed by millions of people who have the ability to share, comment and criticize the content, creating a social community across different platforms and countries. This is a scary thought for companies that don’t have technologies and strategies in place for monitoring and engaging with their consumers online. People expect to read relevant content via their platform of choice and most importantly in their preferred language. Companies can only do this if they know enough about their consumers. There are companies that do this really well, such as Amazon, while others struggle with the concept of personalizing content. Whether we like the idea of it or not, Big Brother-style consumer monitoring is here to stay. Companies need to invest in technologies that will allow them to identify what people want, and when and where they want it. This doesn’t need to be as complex as it sounds. Several solutions on the market allow companies to create and publish content, monitor the effectiveness of it and gain a better understanding of the customer journey, all from one integrated platform. For those who assumed social media was a passing fad, the last few years have taught us that companies that don’t recognize its importance are in danger of losing customers and sight of brand reputation.

Relevancy starts with localization. Although it sounds obvious, the ability to understand audiences ...

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Above excerpt taken from the March 2012 issue of MultiLingual published by MultiLingual Computing, Inc., 319 North First Avenue, Suite 2, Sandpoint, Idaho 83864-1495 USA, 208-263-8178, Fax: 208-263-6310. Subscribe

March, 2012