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Nate Elliott - Nineteen Insights - Market Research and Advisory

New Column: Four Ways To Fix The Social Data Disconnect

January 17, 2018 Nate Elliott
Cover image from column: A network of people spanning the world.

For the last 15 years, we've been using social data wrong. We think that because social marketing programs create lots of social data that these two things — social programs and social data — should fit together. But they don't.

  • Social data doesn't prove social success. And yet most marketers use engagement as their top social metric.

  • Social data does offer vital business insights. But few marketers understand how social data relates to customers' preferences.

This is the social data disconnect. Most companies try to use social data for something it can't do: proving marketing success. And when they try to use social data for something it can do — providing insights — they very often fail.

My new Marketing Land column tackles the social data disconnect and describes four ways you can fix this problem. I hope you'll give it a read.

← The ABCs of Social Success in 2018Judah Friedlander on the Problem with Branded Social Media →

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