We already know social media is an absolute goldmine of data.
In a world where people hate to share their personal information with marketers, a platform that actually makes people happy to do it is a very valuable thing indeed.
But what’s genius about it, is the way it continues to gather data – continuously, fairly and unobtrusively.
Some people might not be happy about it, but you can’t deny it’s clever.
By collecting data in real-time, with the right message, when it’s relevant, consumers don’t see it as data capture. They just see it as sharing.
Today’s votes for instance…
Facebook has gone for a statement of pride – “Share that you are a voter…”
Shout from the rooftops and tell all your friends – ‘I’m Spartacus!’
A real ‘stand up and be counted’ kind of message – which is perfect for the platform and the audience.
Remember this is the home of the humble brag and a place for sharing with friends, family and other people you know. People you might want to impress. The counter is a nice touch too. Join your friends – and the masses – and be counted.
Twitter has gone for more of a ‘you can make a difference’ angle. Again, perfect for its audience.
“Play your part” rings of ‘your country needs you’ – while the “encourage others to do the same” taps into the understanding that the twitterati have the power to influence followers.
By being relevant and showing an understanding of their audiences, social networks are able to constantly bypass people’s reluctance to give up their information and add new data to your already impressive portfolio of personalised targeting indicators.