People Innovation Excellence

The Benefit of Social Media Data for Business

Nowadays, information technology has been developing rapidly, especially social media and mobile platform. However, this fast development has not made it difficult for the users to adapt. In fact, this trend has received positive feedback from its users since there is an increase of speed and number of people connected through social media. This also means more people can benefit from this technology. In this digital world, business players should adapt with the changing consumer behaviors and take advantage of new opportunities for business development.

Pandu Sastrowardoyo, Managed Service Provider Territory General Manager IBM Indonesia, said that the latest development of social media, mobile, and digital security has enriched its users with knowledge through network. “The rapid development of mobile technology has given birth to new category of IT capabilities and services which aims for engagement with its users,” said Pandu on Startup Connext, which was held by GDI Lab and Student Alumnae Global Employment (SAGE) Binus on Thursday (28/4).

He also explains that in this digital era, 84% of smartphone users always check their phone first thing in the morning. Meanwhile, around 80% of smartphone users are willing to give out their private information in exchange for personalized offers. Users also can file complain to certain brand or companies through social media, and they expect to get a response in five minutes.

Social media has become an important aspect for many people and it has integrated into our life. With this phenomenon, the role of social media in business also becomes more prominent. Sales and Marketing GDI Lab, Laura Khairunissa explains that every social media platform in the internet has numerous data from its users. “These data are unstructured data which can be used for the benefit of certain business as long as they analyze it with the right tool. The result can be customized with the need of the business,” she said.

VP Product Development GDI Lab, Jefri Dinomo, shows an example of managing data from social media for business benefit, especially customer service. He uses a case from one of the taxi providers which optimize the data from social media by using certain tools. The company uses it as a means of identifying complaints from customers. This method is claimed to be cheaper than applying mystery guest method to know if the drivers have already implemented the company SOP or not. “It is more effective, besides the mystery guest method is outdated,” said Jefri Dinomo.

Another example from Jefri is a fitness center service provider which uses social media data for determining new location for expansion. The company monitor conversation volume in social media with healthy lifestyle topic. It can be one of the indicators to determine which cities have good potential to build a fitness center. Further, data from social media can help determine which kind of fitness service types that will be popular among local community.

Head of Business Development South East Asia Twitter, Dwi Adriansyah, who is also a speaker during the event confirms that Twitter is used by various brands as part of their customer services. He adds that every social media has its own characteristics and they can be used by brand or business owners. Hence, the owners have to fit their message and objectives with the social media so they can get the desired results.


Published at : Updated
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