“Relationships and trust. This is the bedrock of life.” – Mukesh Ambani
Social search will force your business to recalibrate and “refine your social intelligence structure” as David Armano predicts, but what is required of your organization goes much deeper than a superficial content scan. As social data becomes more available in search, the more people will become aware of the data they are placing on the Internet. Your organization is banking on listening to its community and gleaning insights from its members to help personalize its story. There is a wealth of data that will assist you in knowing your community better that is available on your website and various social media outposts you and your community participate in. What data are you accessing? Why are you accessing this data? And, does your community know how you are using this data?
Social media thrives on transparency. Nothing can be hidden…or at least, not for long. We have learned it is best to be honest with our communities and not breach any trust and credibility that has been built in past and present online and offline interactions. This is why we have encouraged organizations to embrace a social media policy, not just for their own protection, but also for the well-being of the community on which they each depend.