Exploring social media data and its impact in 2014

As technology has evolved in recent years, the very definition of the term "data quality" has changed. It used to be that compiling marketing data was all about gathering people's addresses and phone numbers and keeping them up to date - that's certainly still a relevant goal, but the playing field is widening as well.

Today, customer data also includes nuggets of information such as how people remain active on social media. Are they on Facebook, Twitter or Instagram? How often do they use these networks? What time are they on? Are they using the sites on their web browsers, or logging in to mobile apps instead?

These questions weren't really major considerations a few years ago, but they're now vital. In order to use direct marketing strategies to appeal to a specific group of consumers, you need solid information about how to reach them. These days, going social is the way to do it.

Luckily, E-consultancy has released some interesting survey data reflecting people's habits on social media and how they play into companies' marketing strategies. Going off of the Hootsuite "Social Business Benchmark" study, the news source revealed that:

• Almost half of organizations today - 40 percent - say they are now using data gained through social media to improve their bottom lines.
• An even greater proportion, 72 percent, say that the number of departments using social media is growing. Social use isn't just for marketing - sales, customer service and other offices are getting involved as well.
• Finally, 84 percent of companies believe that "enhancing relationships with existing customers" is a key area where social media can contribute value to a company.

All of the above statistics reflect important trends in marketing today - but they also require data quality. Just like with those addresses and phone numbers, every bit of social media data at your fingertips needs to be accurate and reliable.