The world has gone totally social from an election campaign to post a new update, everything is being published first on these platforms. In business, it's used to market products, promote a brand, attract new customers and more. With the continuous rise of social media users, it has become a dominant tool in business. Social media and social media marketing are hot topics in the books of IT and marketing. Its importance from the marketing perspective can be determined from the fact that people are effectively utilising the social media platforms for seeking the feedbacks of other users about the products and services.
The top social media sites like Facebook, Twitter, YouTube, LinkedIn, and so on are actively used for business promotion. Even it has sponsored account too in Facebook and Instagram where users can create their business account. The master data management services have also stepped into this platform and popular here with the name called social master data management. It's the new revolution in the data processing of business that links with customer and product centricity with the big data for bringing the significant enhancement in customer experiences, product strategy and adding the extra intelligence.
The notion behind master data management strategy in the social media world is connecting the organisation's internal customer data with the external data. Here the external data belongs to the in-house customers of the organisation that are collected from the social media networks.
In the social media world master data management comes with the different challenges that include:
- Recognition of real customers on various social media platforms.
- Linking the social media profiles of the customers with the internal MDM profile.
- Extracts the real-time information from the sites and converting into the relevant information for the future prospective.
How master data management taps Into different social networks?
As soon as the company realises the importance of social media and become sure of adding the media here with a motive of acquiring customer data, they start thinking about the quest and resources from where the customer data can be obtained. The data extraction from the social media platform is quite a different task from others, there are four ways of data garnering here:
- Begins with social media platforms scanning and matching the total gathered details with the existing customer database.
- Directing media users to follow or like the organisation's page on the different social media platforms.
- Linking the media information of the customer or a prospect that when he or she comes to the company to gather details or service via social media sites.
- Proactively endeavouring to know media touchpoints of customers.
With the marketing standpoint, master data management today is much better poised than ever that not only sustains for providing the authentic customer details but also for bringing the sustainable business impact.