Data Quality and Social Media Marketing

One of the largest Twitter accounts, USA Today, was recently hacked. The Twitter account of NBC and Fox News were also recently compromised. False information was posted by a group called “The Script Kiddies”. As social media sites such as Twitter and Facebook become more and more a part of our everyday lives, these sites are increasingly becoming the target for hackers.

Marketers are integrating social interactions to better understand their prospects and customers. However, data-driven marketing is reliant on high quality data. Security breaches such as the USA Today Twitter hack reminds us that data is just that – data. Data is not useful information until it is cleansed and verified.

Customer relationship silos are still common marketing practices. Once social media is integrated and profile management improved across the entire customer relationship, data quality will play an even more critical role.