Social data and search

As digital living took hold in 2012, social media became a significant part of everyday life for millions across the UK. Indeed, social media makes up 12 per cent of all internet visits and a remarkable 23 per cent of the total time spent online in the UK.

With more than a billion Facebook accounts and half a billion Twitter users, this year will undoubtedly see even more of marketing budgets being spent on reaching social media users. Though the obsession with blindly chasing fans or followers has thankfully lost credence (yet sadly remains prevalent in some organisations).

The challenge is to monetise and measure social investments by understanding the value of the data, insights and conversions that these social channels create.

I believe 2013 will see the evolution and more mainstream adoption of tools that provide straightforward ways to measure the value to the business of this social sharing. In turn, this will help businesses return to the challenge of creating the unique and provoking social media campaigns that are necessary for ‘word of mouth’ to flourish. Adding to the social challenge is Facebook’s recently launched Graph Search.

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