In social media, it's not the x-factor that counts, it's the 'why' factor

Jan 06, 2014, 14:23 ET from

VICTORIA, Jan. 6, 2014 /PRNewswire/ - Almost every consumer-facing company is chasing the social media Holy Grail called 'customer engagement'. And very few have figured out why its important.

"If you don't understand why you're doing something, you won't know what to do or how to do it effectively," said Sam Fiorella, author of Influence Marketing. "Customer engagement without a defined goal is simply people talking in a vacuum. Like every part of your business, you need to know the ROI." is a new tool that gives corporate clients a tangible return on investment from social customer engagement.

"When companies use Facebook as their brand's socialization tool, they've given away their most-important asset: comprehensive knowledge and ownership of their customers' wants, needs, and interests," said Peter Nieforth, CEO of TicTalking.

TicTalking fosters deep, meaningful conversations about customers' interests in a modern, visually-appealing, and intuitive way, Nieforth explained. TicTalking then uses proprietary software to extract meaning and understanding from those conversations. The corporate client then gets customized data with intelligent recommendations.

"If I'm a travel retailer, TicTalking can tell me that my customer is passionate about hiking, architecture, and history. The Intelligent Recommendation Engine then suggests "Cancun and Mayan pyramids at Chichen Itza" as a new destination," Nieforth said.

Without the customer even knowing that they are interested in Chichen Itza, the travel company is able to make a pitch for a sale that matches their passions.

"That's social media engagement with ROI," said Nieforth. "Why do companies want to engage their customers? To learn about them so they can sell them something new, bigger, and better. That's what TicTalking does, and it's what every other social network misses."

Fiorella agrees that 'engagement with ROI' is the next wave of social media for the B2C environment.

"TicTalking is on the leading edge of helping brands get out of the echo-chamber of shallow social networks and into purposeful, smart, and valuable engagement," he said.

Visit for more information on TicTalking and the 'Why Factor' of customer engagement.