Many marketers have turned to social media to promote their brands and dive into reputation management, so now the area is evolving rapidly. Loyalty programs, transactional marketing efforts, big data, and analytics are a few of the areas becoming enmeshed with social. As a result, “CMOs need to consciously think about ways to capture consumer profiles and data,” Peter Krasilovsky, vice president and program director at consulting firm BIA/Kelsey, told “Many have taken the first steps by focusing on Facebook likes. The next steps focus more on yield. The goal is to move away from solely focusing on new customer acquisition and toward the retention of existing and best customers.”