Now that companies are beginning to settle into the fact that social media is here to stay, some are starting to move past the introductory phase and really get into the meat of the marketing. There are many detailed strategies which you can implement on social media once you understand how, and now that we’ve reached this stage, it’s smartfor you to take a look at how we can simplify this process.
In order to do this, we must first look at just what it takes to measure our successes in social media so that we may readjust and implement new strategies that aren’t doing so well on the fly. And it just so happens that this is the part that so many companies struggle with: collecting the data that’s out there for a proper analysis. To get started with this, the primary component of a marketing analysis on social media is comprised of comprehending the relationships between your brand and your target audience and guiding this relationship’s growth.
The reason so many struggle here is because they don’t know that there are social media toolswhich are built primarily for these types of analytics, so even if you have the desire and the time, youmay not know where to begin. Here are some tips that break it down into easy-to-follow steps so that you can start to get a grasp of your brand’s social relationship to its customers.
1—Monitor Social Media Data
Using monitoring data statistics from social media allows you to comprehend all the talk that is going on about your brand on channels which you don’t control. For example, talk happens on social media every day, it’d be useless to monitor it all. But with monitoring data tools for social media, you’re able to keep an ear to the ground about the conversations people are having online which are related to your brand.
Then, you can take this data to analyze both the engagement type and individual type who are talking about you, further sharpening your target audience. By understanding the demographics better, you can hone in on them, making your marketing more cost efficient and effective.
Facebook Insights brings you some great information that is very useful, but it’s not enough when it comes to understanding how your brand relates with people. For that, you have to go to the individual analysis provided by Graph API which allows you to access and store all the information about your brand’s current demographics. From here, you can build a database that monitors your audience’s reactions and engagements, charting them alongside campaigns to see which are more or less successful than others. Plus, you will gain a firmer grasp of what Facebook relationships your brand has built on an individual level, rather than just the aggregate metrics on Insights.
In the same vein, Twitter API allows you to build and store a database that allows you to instantly refer back to when you first start monitoring it. The metrics you store will allow you to access them and compare your current engagements with previous ones and measure their successes and failures against each other. Here, you’ll get valuable insights into what works and what doesn’t for your particular audience on Twitter; for each company it’s a little different.
Measuring re-tweets, follows and how many re-tweets are from followers and non-followers, you can see how to draw new leads in, who your current leads are and what are the best marketing strategies for the two groups, both separately and together. Once again, this increases your knowledge about your target audience, allowing you to further hone in on them and become increasingly cost-effective.
Finally, making a meta-study of these three sources will allow you to compare and adjust your current campaigns against previous ones, streamlining costs and optimizing efficacy. When you can do this, you’ve finally started to take the social media bull by its horns. Using this valuable set of data, you can begin to profile the types of individuals you need to cater to, finding an all-inclusive view of just what you’re dealing with when it comes to your target audience.
From there, the next steps are to prioritize, cultivate and build relationships with each category of individuals, eventually integrating them into your CRM and email systems to get the whole picture. Integration may not be the easiest thing to pull off, but when you do, the social media engine purrs like a kitten.