Connecting with customers in meaningful and relevant ways is the backbone of successful marketing. It has never been more important to use data to cleverly to support cross-channel marketing activities that can better drive sales.
The data people share on social media can be quite valuable to businesses, since it helps them personalize their email and mobile optimized offers.
Some companies even specialize in collecting and selling consumer information on social network sites, but this information should be treated with care: Not everyone is comfortable with the storage of their personal information, and some consumers may seek legal retribution if a marketer uses this without their consent.
At present, the onus is on the web user (whether on desktop, mobile, or tablets) to setup their profile permissions to ensure that their information is either private or public, depending on their own preferences.
At the same time, no advertiser or business is allowed to collect social data of its user without asking them to volunteer this information up front.
Methods of accessing social profile data
Social media sites usually know more about your clients than you do -- and some digital services offer tools to access that knowledge legitimately.
Social subscription, for example, is one way to allow visitors to subscribe to email newsletters via a social network login as an alternative to filling in the traditional email address, name and other require fields manually.
Why enable email subscription via social login?
In summary, social subscription integrated into newsletter subscription forms helps marketers grow their contact lists and learn more about their audience. It simplifies and increases the accuracy of the subscription process, helping drive increased conversions.
There are, of course, other methods of gathering social profile data (such as the Rapleaf service I noted in an earlier article) however, with new and more advanced tools like social subscribe being developed, marketers today have an unprecedented ability to get and leverage social profile data.
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1 Marketing jargon translated for normal people
2 The most meaningless (and hilarious) job titles on LinkedIn
3 6 top social media management tools
4 The marketing jobs with the fastest turnover
5 The best social media campaigns of 2013