We announced our new Social Signals API this morning. You can read the Social Signals press release here. We’ve been cranking away at this for the past couple months, so we’re excited to share it with the world.
The Social Signals API represents the beginning of a new era for Argyle, our customers, and the social media marketing business as a whole.
I’ll tell you a few reasons why.
The Community Manager’s function is already a cross-functional juggling exercise – a little bit of marketing, a little bit of services, a little bit of sales, and so on. When done well, strategic social programs should be a part of a business’ core strategic framework, tracking prospect and customer interactions at all stages of their life cycle.
The products that have enabled Community Managers to perform their primary function – including Argyle Social – to date have not aligned with this fragmented reality. Instead, single-function social media management products have created functional silos and – as a result – massive data management problems. Most Community Managers get by with swivel chair product “integrations” and multi-spreadsheet copy/paste marathons.
Social has emerged as a critical business function, yet it remains fragmented across systems, spreadsheet, and people. And marketers are flying blind as a result.
We wrote about this “blind spot” problem at length in our newest whitepaper – “If You Teach A Community Manager To Fish”. You can download the social marketing automation whitepaper here.
Argyle’s Social Signals API resolves the blind spot problem by routing social data directly into your organization’s central nervous system: the customer database.
In short, we’ve built technology that takes all of those social marketing touchpoints – clicks, likes, retweets, shares, comments, conversions, etc. – and maps them to the individual contact. The Signals API then makes this data accessible to your business systems.
This technology bridges the gap between your business systems and your social media marketing efforts. Your “single view of the customer” can now include social activity history.
To avoid over-sharing all of the nerdy marketing details, I’ll just show you a picture of the Social Signals API and how it works:
So what are the implications of a non-blind-spot, social-data-integrated world?
Here are a few scenarios for your considerations:
The drive for integration in our business is undeniable. The Community Manager’s fragmented job responsibilities obviously require it. The tenets of effective, integrated digital marketing require it. Argyle Social enables it.
The companies that successfully integrate social throughout their organization, organize themselves to programmatically capture key social data, and then leverage this data to make smarter marketing decisions will be the companies that win big.
We’re excited to roll out these exciting products and look forward to building on these foundations in the coming months and years.
Let me know what you think. And let me know if I can be helpful!