Social Networking: The Next, but not the Last Big Thing

by SteveBayle on February 23, 2010

And everyone is juiced about the sales and loyalty opportunities associated with keeping up with customers in their social environments. One retailer reported a greater than 10% sales improvement directly attributable to user-generated content. That’s a serious number. RSR knows that at least half the “magic” in social networks lies in aggregating and structuring user-generated data into “sentiment” as the new psychographic… but there is clearly a top-line opportunity as well.

It’s the top line opportunity that we are focused on, as the ROI is much easier to calculate than the ROI on psychographics. Not that there isn’t value to be had in psychographics, but you have to pick your shot.

http://www.retailsystemsresearch.com/_document/summary/1065

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