Are we as marketers correctly trying to understand the worth
of communication that is not passing through the mainstream communication
channels? It is a well know fact that people prefer to communicate through their
preferred private channels with their loved and beloved ones. They talk truth
here. They pass on facts here. They open their hearts here. However, it seems
either don’t know how to tap this source or simply acting in such a way that
this kind of channel does not exist. By the way, the market categorizes this
private communication channel under DARK SOCIAL [with love].
Social media channels like Facebook, Twitter, My Space,
etc., are history now. This post-Snowden era, the most happening social media
place is either the private communication channel or anonymous social
networking channel. They say that 70% of the communication that is mostly
useful for marketers, sales people, etc., happen in these two channels.
Now the trillion dollar question is about how we can tap the
value of these private and anonymous communication channels where people open
their hearts and talk facts without any fear and favor. This blog suggests one
thing; accessing private communications is next to impossible. However, why not
build an anonymous social networking site and attract people to talk, share,
and discuss whatever they want, whenever they want, and whichever topic they
want.
The advantage here is that you as a marketer can throw a
topic in the discussion ring and see what people say against that topic. This
way, you will come to know the real-time sentiment analytics part of the
particular topic and you can add these results to your sentiment analytics
search stuff to get make them more precision oriented.
