Social Media Careers: the Future of Responsible Business?

The Projection


Several days ago, Bloomberg Businessweek shared the following career projection from marketing consultant Winterberry Group—by 2012, companies will double the amount that they spend on online data to $840 million. This rise will spark an increase in the demand for social media monitors.

If you're good at numbers and love the Internet, then you are in luck because you might be the perfect person to track, quantify, and analyze data from conversations on Facebook, Twitter, and any other social network that comes to life and thrives over the next few years.

The Rationale

According to Bloomberg Businessweek, market-research firms are absorbing smaller social media monitoring companies to better track their ability to effectively use Twitter and Facebook.

The basic theory is that the Internet provides a window into consumer preferences and behavior. Businesses want to better-understand what people want and how they think.
Through social media, companies expect to reach out to consumers on an individual level. While behavioral targeting and personalized advertising strategies have become a widespread industry practice, social media takes these concepts to the next level. Using social media, companies can engage in meaningful conversations with their customers. And remember, conversations are two-way processes. As much as companies expect you to listen to advertisements, social media enables businesses to open their eyes and ears too.

The Future of Market Research

Traditional market research strategies depend on surveys and focus groups. On the other hand, social media is all about ongoing conversations. Instead of analyzing perspectives, companies will be better equipped to join multi-dimensional discussions.

The Numbers

Companies are serious about social media, and the numbers show it. According to Bloomberg Businesswek, industry acquisitions have totaled to $2.5 billion. Last month, comScore bought an Amerstam-based web analytics company for $36.7 million.

In the United States, advertisers will increase their social media expenses by 24 percent to $2.09 billion, according to eMarketer, a New York-based analytics firm.

What This Means for Responsible Business

As a customer, you should be aware that businesses respond to your demands. As a result, it is important to make your CSR objectives known. Believe it or not, popular topics will influence the numbers, which is what businesses tend to value the most.

The big idea is that you can make a difference through honesty and by joining conversations. While you may perceive Facebook & Twitter as purely social outlets, you should understand the bigger picture. Your conversations may go beyond simple levels of sharing. Instead, you may influence the future of how people conduct business—and it's possible to make CSR a part of any long-term visions.

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