Turning noise into opportunity: 5 things you can do with social media data for your brand

Feel like you’re being deafened by data? You’re not alone

Social media marketers work in a very loud space. The noise generated by sheer volume in social media, profound as it is, makes it difficult for marketers to sift and sort through data to find usable, relevant information for their businesses, and then use it to maximise ROI. And yet, this is what social data is intended for. So, what is social media data, and how can it be used to increase your brand’s presence?    

The “what” and “why” of social media data

Social media (or just social) data is accumulated from the raw data and metadata users share in social media: collected from users’ profiles, the content they share, and they interactions they have. Social media data allows marketers to quantify (measure by quantity) their social media marketing efforts by providing them with statistics and figures (data) which help drive organisational goal development, and decision making.

The metrics that matter

These social metrics we’re measuring when it comes to social media data include reach, shares, likes, conversions, comments, mentions and clicks. Each action social users take speaks to these metrics, and provides marketers with a wealth of data, enabling them to target the right people, at the right time, and in the right channel.

Here are 5 ways you can cut through this noise and use social media data to enhance your business objectives to reach (and engage) more people:

1. Understand your audiences through segmentation  

Social media data allows marketers to look at audiences in terms of groups of match types, providing an opportunity to segment these users and serve them content that matters to them. This helps brands to see which of their content resonates most with the users. If you segment your data regularly, you will be able to create content strategies that resound (and propel action) best.  

Read more: The power of social analytics

2. Determine who your brand ambassadors are

Some social media users have a greater share of voice than others, and when these people are talking about your brand, they become influencers or brand ambassadors. Finding out who these people are, and what they’re saying about your brand, can help you turn them into brand evangelists, and reach their audiences with your message.

Read more: How to identify your perfect influencer with artificial intelligence

3. Understand which networks contribute the most to lead generation

Not all social media platforms were created equally, and each is used for a different purpose. To that end, social media data can help you explore which of these networks or channels are contributing to lead generation, and which are better for awareness or engagement metrics. This exploration allows marketers to more closely examine which channels concert, and which merely serve an awareness purpose.

Read more: Data-driven marketing essentials

4. Learn about your competitors, and what they’re doing right (or wrong)  

Social listening is an excellent tool when it comes to learning about who your competitors are, what they’re doing right in social media, and where they’re going wrong. This enables marketers to understand which competitors have the largest share of voice, how they are perceived in the market, and which products and services rank highest in terms of engagement.

Read more: Using social media data to compare consumer sentiment about two streaming service innovators

5. Understand how to convert followers into customers

Social media communities comprise of “followers” or members of your community, but that doesn’t mean they’re customers. These “followers” are people may appreciate your brand (or, contentiously, be following your brand because they don’t’ like it) and want to hear more from it. Social media data allows you to target your existing follower base with content to help them convert into prospects, by serving them information you know they want, and then building a journey that allows these followers to become customers.  

Read more: Is social customer care at the heart of your social strategy?     

Each of these metrics, or elements of social data, comprise a single instrument in the orchestra that is social media marketing, and when correctly combined, creates a symphony of business intelligence, greater reach, and wider audience share than that of your competitors. It’s time to take action.

See it in action

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