May 21, 2020

Understanding the purpose and purport of data in social media marketing

The role of data in creating and bulwarking marketing strategy is at its zenith. It includes social media marketing as well. Data proliferation is bound to grow as more brands and people continue sharing information and details about themselves on social media channels.

  • Businesses can leverage this information to learn about their target audience and prospective client-base, especially on sites like Instagram, Facebook, and Twitter.
  • Social data tablatures and metrics entail information, which comprises likes, followers count, followers change, and shares, along with engagement rates and hashtag incorporation.
  • The main purpose is to create more compelling social content. You collect data from social media channels, which make you aware of the type of content your followers respond to or likes with respect to interactions like likes, shares, and comments.
  • Once you have this information, you know what attracts your audience to your brand. Your own posts’ results and the bandwidth to analyze other contents’ ranking can help in bolstering your social media content directive.
  • First, you identify the topics or genres your followers are searching for and/or the type of questions or queries they are rising in online conversations.
  • Apart from enhancing your SEO strategies, proper data also helps in determining suitable timing and online avenues.
  • You know the channels your target audience flocks to for reading content.

Social media analytics

When you share updates, they lead to follower interactions. You reply to comments or like something. Any such activity builds up crucial data, which drives your social media marketing in numerous ways.

  • Understanding your audience remains the most basic one. When you analyze your past posts, you will know the most viable time to share your content.
  • Timing is a critical aspect here. If you post when your followers for Instagram are active and online, your content is bound to get more engagement and generate more sales.
  • Dissection of social data is crucial for finding the most viable time to post your content. Some sites have their inbuilt analytics to help you in this regard.
  • Social data certainly helps you create or develop better content. While tracking or studying your mediums, you can decipher the content type that generates the best results.
  • For example, Twitter and Facebook have features to show better-performing videos, links, and images.
  • Then you have Instagram and Pinterest, which are more visually-driven, to check the best standard or type of pictures for your brand.
  • Use your social media channel’s analytics to discern the most functional content. Understanding the market and competitors is another pivotal aspect.

Leveraging the data

Regardless of you using FB Insights or the good-old Google Analytics, the most crucial aspect of compiling social media data is leveraging the same across platforms, campaigns, and channels.

  • It’s a foregone conclusion that social media data must not be restrictive to your current tools. Only when it transcends the checkpoints, your customer support and sales departments can benefit.
  • The audience segmentation needs to be spot on. In today’s era, you’ve no cookie-cutter approach to grow your brand. The majority of marketing automation avenues allow marketers to place their followers into separate clusters or tubs.
  • You use the primary parameters business base, language preference, and location. You can then deliver relevant content to your audience in compliance with their type or segment.
  • So, your client living in Australia will not get what someone living in America does.
  • Smart brands know how to use social media data for scoring and harnessing leads. Attribution is a crucial thing there.
  • Scores of B2B firms imbibe marketing automation for managing and monitoring leads, patching them up with proper content, and invariably enhancing production. It shows in their ROI.

Crucial social media data

It’s very pivotal to assess your posts’ reach and subsequent results. With proper insights, you get to know what type of posts are fetching the maximum shares. The frequency matters a lot as well.

The mechanism is the same for IG photos or FB posts. Social media data also helps in identifying the right influencers for your brand. Influencer marketing has become the soul of Instagram now. What you need to know is that you don’t need to go overboard in finding ‘famous’ influencers.

There’s no hard and fast rule that only famous people will come handy. Your contact list may have names that may spread your content. It’s the responsibility of a brand to ascertain the people who’re actively engaging and enhancing your content. This is how you identify viable and ready influencers, and no, you don’t need to burn a hole in your pocket for that.

Knowing their characteristics is extremely important as you can engage with the active and alert followers or fans in a much better way. When you give them the esteem and a sense of belonging, they get an impetus to share your content. That’s also how you bring more people to your fold.

A sound content strategy

When you identify your customers’ preferences and tastes in terms of their posts or shares, you can create a content strategy that addresses their questions and confusion. Their tonality also matters here.

  • Their amicable or professional responses are an indicator in this regard. A topical content mechanism must be applicable to your customers’ requirements and the overall market. It enhances productivity and effectiveness.
  • Recent surveys state that over 85% of IG and FB consumers say that authentic content is the strongest influencing tool that drives them to follow or swear by a brand.

Breaking down data

You can use social media data to analyze the success or scope of your social strategy. Your campaign goals are prominent metrics. In specific cases, they can cloud your data set.

Conversions have many sub-domains. Apart from form submissions, if you’re navigating through a paid campaign, you can get the information from your social media channel. It’s pivotal to segregate data into two blocks because every block will have an impact on your business strategy online.

As marketers and brands, regardless of the size and scope, you need to ensure a consistent and independent assessment of your performance on different social media networks.


About the author 

Imran Uddin

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