The merger of insight and contact

Something very noticeable in the last couple of months is the growing recognition that news can be a key cog in contact building and can act as a real catalyst for establishing a dialogue. There's a growing understanding that all the dots can be joined to form a perfect storm of opportunity, and now the real desire is to find the best way of joining those dots.

In the early days of online social business, that connection was perhaps not considered to be so important. There was a feel of two separate solutions - news updates, and data mining - the later being seen as necessary and the former seen as an added bonus. I'd say the shift in feeling towards the two has now hit a 50 50 scenario. Whilst contacts are crucial, identifying reasons to make the conversation about your customer has become much, much more pivotal in this world of freely available information.

So many are driving campaigns to make things ABOUT the customer, the news has become a tool shed for just that very reason. Whilst knowing where a contact fits in the formula, the process, and the whole factory production line from start to finish is now being recognised. That's exciting times for business, and the exploration of ways to join the dots is bound to be an innovative one. Now is a very good time to be getting to grips with social business.