In a post to the Facebook blog, Michael Richter, Facebook's Deputy General Counsel, shared some of the proposed policy changes and noted, "We hope you'll take the time to review all of the changes we're proposing and share your comments." Most of these changes seem uncontroversial, but then there's this:
Social networks have their foundations in the space-time continuum—you know, the funky coordinate system that Einstein was so keen about.
Social network analysis is all about looking for patterns of “proximity” among people, considered in their cultural capacities as influencers and followers, innovators and imitators, first-movers and late adopters. Down deep, I consider social network analysis an important new branch of decision support systems as a discipline. The core question is: What unique situational chemistry causes various people, individually or collectively, to make various decisions at various places and times?
That’s where space and time enter the social network analysis equation. It’s not enough that I look up to your shining example and take my lead from what you say and do. It’s just as important that we be in the same city, neighborhood, or room. More than that, it’s important that you and I actually cross paths in order for you to actively influence me to buy that latte, or for you to calm me down and thereby stop me from storming out the door and severing my relationship with a retailer who has ignored my complaints one time too many.
What the business world needs now is a bigger, badder, more powerful social media dashboard for customer relationship management (CRM). It almost goes without saying that TweetDeck just won’t cut it.
Ideally, the social media dashboard would provide a CRM-integrated interface for monitoring what customers are saying about you in Twitter, Facebook, and other communities. It would also allow you to aggregate high-level customer satisfaction metrics; to flag smouldering issues surrounding defective products and poor customer service; to respond inline through these channels; and to escalate issues internally to the appropriate parties. In other words, it would be, per my colleagues Bill Band and Natalie Petouhoff, a true “customer business intelligence (BI)” dashboard.
As you develop your company’s social CRM strategy, you must provide social media dashboards to all roles that participate in the customer lifecycle. Whether you’re a brand manager who simply wants to listen into social networks to track awareness, sentiment, and propensities, or a sales person who is interested in identifying and qualifying leads, or a customer service rep who wants to interact closely with established customers, a social media dashboard will soon become a core productivity tool.