In my previous post, I briefly examined what I see as the three biggest challenges for Social MDM (Identity, Relevancy, and Privacy) from the perspective of organizations looking to integrate social media data into their master data management (MDM) implementations. In this post, I want to shift the perspective to how customers of these organizations will perceive Social MDM.
The most common business case for Social MDM is to enable the organization to perform social media marketing, such as analyzing customer sentiment and contacting customers with promotional offers. This is essentially the same business case as e-mail marketing (with sentiment analysis done via e-mails to participate in on-line surveys).
However, e-mail marketing could hide behind a non-marketing customer value proposition – electronic billing. Many customers were willing to provide organizations with an e-mail address in order to switch over from paper billing. Most of these customers would then opt out of e-mail marketing after receiving the first promotional offer. And with the prevalence of spam, most people decline to provide an e-mail address to any organization with which they have no customer relationship.
Why would a customer want to provide their social media profiles to an organization?
From my perspective, there is no non-marketing customer value proposition with Social MDM. I assume that no one wants their bill sent to their Twitter, Facebook, or LinkedIn account. I also assume that no one wants to contact customer service (another non-marketing customer value proposition for e-mail) via social media since I don’t consider complaining about a company, product, or service on Twitter or Facebook an attempt to open a customer service support ticket.
If all it does, from the customer perspective, is enable organizations to use social media to send promotional offers, doesn’t that just mean that Social MDM will be the New Spam?
What Say You?
Would you opt into Social MDM? Would you provide your social media profiles to organizations?
Please Note: I am not asking about online services (e.g., iHeartRadio) that allow you to sign up using your Facebook account. I am asking about, for lack of a better term, traditional service providers, such as banks, insurance companies, credit card companies, brick-and-mortar retail stores, etc.