Social Media: Where to Next?

Michael R. Wood is a Business Process Improvement & IT Strategist Independent Consultant. He is creator of the business process-improvement methodology called HELIX and founder of The Natural Intelligence Group, a strategy, process improvement and technology consulting company. He is also a CPA, has served as an Adjunct Professor in Pepperdine's Management MBA program, an Associate Professor at California Lutheran University, and on the boards of numerous professional organizations. Mr. Wood is a sought after presenter of HELIX workshops and seminars in both the U.S. and Europe.

Believe it or not, the use of social media to perfect business-to-consumer (B2C) “push” marketing is in its infancy. By 2020, current practices will look like efforts from the Stone Age. At least that is what might happen if some of the predictions out there are true.

What might that future look like, you ask? Well here are some things to ponder as those wishing to command a greater percentage of our consumer spend are finding ways to “customize our experience.” That comes through exploiting the opportunities social media, big data analytics and mobility promise once properly integrated.

Today it is common place for companies like Amazon, Google, Netflix and Facebook to push data to us based on what they perceive our online behavior, surfing habits and purchases suggest. To be certain, these efforts are designed to get us to buy something or to get others in our social network to spend money.

For baby boomers, this uninvited outreach can seem annoying and creepy. But for millennials and younger, this is becoming welcome--a way to connect to a brand and the social network that brand creates. As we rush toward 2020, companies will become more than just a little proficient in getting people to become emotionally and financially (spend more money their way) invested in their brand by:

  • Appealing to you based on your leanings toward issues at …

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