社交媒體2014年發展趨勢5大預言

????社交客服將殺死可怕的電話樹

????客戶通過Twitter 和Faceboo向世界傳播“糟糕經歷”的能力已經改變了客服世界的生態。尼爾森公司(Nielsen)2012年的一項調查顯示，超過一半的客戶現在通過社交媒體尋求補救措施；與此同時，在Twitter上提出問題或抱怨后，大約81%的用戶提出當天就能獲得回應。但在今年秋天，事情變得更加有趣：9月2日，英國航空公司(British Airways)乘客賽義德?哈桑斥資大約1,000美元，購買了幾條“推廣消息”，猛烈抨擊這家航空公司弄丟了他的行李。鑒于有償社交媒體推廣現已成為客戶的新武器，從2014年開始，各大航空公司、信用卡公司、銀行和其他累犯提供的糟糕透頂的客戶服務或將走向終結。無窮無盡的電話等待時間和那些自動化的“電話樹”（比如，“英語服務請按1，西班牙語服務請按2，您整整一個下午都需要等候接聽請按3”）或許將被扔入歷史的垃圾桶。

????社交網絡內容將出現在谷歌搜索結果頁面

????從一開始，社交網絡就被有效地隔離在互聯網之外。比如，Facebook的海量內容通常不會顯示在谷歌( Google )搜索結果之中。但是否非得是這種情形？比方說，Twitter搜索結果自動出現在一個標準的谷歌搜索顯示頁面，豈不是更方便？再比如，當你搜索Yelp時，為什么關于某家餐廳的最新Twitter消息沒有顯現出來呢？由于利益相悖，不同社交網絡往往把各自的內容封鎖在專利保護墻之內，但也有不少工具致力于創造性地彌合這道鴻溝。需要說明的是，本文作者的公司已經開發出了這樣一種工具。

????準備接收附近酒吧發布的微博廣告吧

????本地社交媒體廣告，即那些恰好出現在你的Twitter和Facebook信息流之中的廣告，在2013年爆炸式增長。2014年，無論你愛也好，恨也罷，這類廣告的規模只會變得越來越大。，盡管聽起來有點讓人毛骨悚然，但特定位置定位技術預計將在來年出現顯著改進。Twitter剛剛推出了一項面向特定郵政編碼區域發送有償消息的功能。比如，當你走進一個社區，當地酒吧、干洗店和麥當勞(McDonald's)發布的“推廣消息”就會突然閃現在你的Twitter信息流之中。自2011年來，Facebook一直在采用這種“地理圍欄”技術。它能夠讓商家招攬臨近的客戶，這些客戶實際上可能也想獲得提供特別優惠和特價商品的廣告信息。好處是，你可以獲得更多相關的廣告和推銷信息。缺點同樣是，更多的廣告。（財富中文網）

????本文作者瑞安?霍姆斯是社會關系平臺HootSuite公司的CEO。

????譯者：葉寒??

????Social customer service kills the dreaded phone tree

????The ability of customers to air their dirty laundry to the world via Twitter and Facebook has already changed the customer service game. A 2012 Nielsen survey shows more than half of all customers now turn to social media for redress; meanwhile, some 81% of Twitter users expect a same-day response to questions and complaints. But this fall, things got even more interesting: On Sept. 2, British Airways passenger Hasan Syed spent an estimated $1,000 to purchase several promoted Tweets blasting the company for losing luggage. With paid social media now in customers' arsenal, 2014 may mark the beginning of the end of abysmal customer service at major airlines, credit card companies, banks, and other repeat offenders, characterized by endless phone wait times and those automated "phone trees" (i.e., "Press 1 for English, 2 for Spanish, 3 to waste your entire afternoon on hold ...").

????Social media finds you as you browse

????From the beginning, social networks have been effectively walled off from the Internet. The treasure trove of content on Facebook, for instance, doesn't generally show up on Google (GOOG). But does it have to be that way? Wouldn't it be convenient to see Twitter search results automatically displayed alongside a standard Google search, for example? And why, for instance, don't the latest tweets about a restaurant pop up when you're searching Yelp (YELP)? The competing interests of different networks sends this content behind proprietary walls, but a number of tools offer creative ways to bridge the gulf. (Full disclosure: My company has developed one such tool.)

????Get ready to see ads from the neighborhood pub on Twitter

????Native social media ads -- the ones that appear right in your Twitter and Facebook streams -- exploded in 2013. Love 'em or hate 'em, they're only getting bigger in 2014. This year, expect some significant, if slightly creepy, advances in location-specific targeting. Twitter, for instance, just unveiled a feature enabling paid Tweets to be targeted by zip code. You walk into a neighborhood, for instance, and suddenly Promoted Tweets for the local watering hole, dry cleaner, and McDonald's (MCD) pop up in your Twitter stream. This kind of "geo-fencing," which Facebook has had since 2011, enables businesses to court nearby customers who might actually want to get ads offering special deals, in-store specials, etc. The upside: more relevant ads and promos you can actually use. The downside: more ads.

????Ryan Holmes is the CEO of HootSuite, a social relationship platform.