Brian Solis says context is king.
MediaPost’s Laurie Sullivan wrote a great post today recapping Brian Solis’s presentation to Linked OC, a group of business professionals in Orange County, CA.
In that presentation, Solis discussed Google’s latest announcement about indexing and locating real time content from Facebook, Twitter, etc., online and what that means to marketers. He opined that thetrue value for marketers and brands when it comes to search is in the context contained within that data, not the content itself.
Data is great, and an important part of any marketer’s arsenal of tools. But hidden within the data is context. What people are saying and who they are saying it to and with is another part of the equation. And digging even deeper, their circles of connectivity is also an integral part of today’s marketing equation.
Solis says that conversations occur around specific keywords. Using social media monitoring tools, marketers can break out conversations that are occurring into niches and see how those influence business. Then they can tailor their marketing efforts accordingly.
This is why measurement of marketing initiatives is so critical and why tools like landing pages and targeted calls to action will be a huge part of successful marketing campaigns. Solis is spot on with his assessments and these are strategies we’re implementing in our own marketing efforts. It will be interesting to see how this evolves and how quickly marketers figure out that when it comes to business intelligence gathering, it’s not what they say, it’s the context in which they say it and their respective niches, that can really be a critical part of the equation.
And, at the risk of being redundant, if you’re a marketer looking to stay ahead of what’s going on in the digital space, grab a copy of Solis’s Engage, read it, stalk him on Twitter, read his blog and learn from him whenever you can. In our book, he’s “good people.”
Check out Laurie Sullivan’s awesome article over on MediaPost.
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