How Personal Identity Management Will Change Social Marketing Relationships

Through social interactions on channels such as Facebook, Twitter, and blogs, consumers are creating a massive amount of data. Customer Intelligence (CI) professionals want this data and are now actively collecting it — but, while collecting social media data is easy today, it's going to get trickier and more controversial. In the future, consumers will take control of their online data through a concept Forrester calls "personal identity management (PIDM)." Through this new model of data ownership, marketers must evolve their strategies beyond just collecting any available data. To succeed in the world of PIDM, CI professionals must plan Social Intelligence strategies around how to transparently exchange marketing and business value for their customers' valuable social information.

Hofer-Shall, Zach
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