01/06/2023
How do you leverage social media analytics to improve your marketing performance?
Social media remains one of the most influential sources of information for the majority of people worldwide.
Below key points will help you to understand "How to leverage social media analytics to improve marketing performance"
1. Get to know your audience better
As a marketer, you probably want to tailor the perfect marketing messaging that will make your audience believe you can read their minds and truly understand their needs. Also, as a marketer, you should know that the process of learning about your consumers is never-ending. At the early stage, brands must ensure that their hypotheses about “the buyer persona” were correct and that the people they are targeting truly need the product or service.
2. Discover your strengths and weaknesses
The first and most basic yet significant metric is sentiment. Using machine learning technology, social media analytics tools are getting better at understanding the context of a sentence and automatically assigning sentiment to each post, which can be positive, negative, or neutral. This allows brands to monitor shifts in audience attitudes and respond quickly.
3. Compare your brand with your competitors
Aside from monitoring their own performance, marketers are always looking for ways to learn about their competitors’ metrics, and social media listening is an excellent tool for gathering this data. Of course, you won’t get “secret” information, but understanding how your brand compares will help you create your strategy and adapt to significant shifts in your competitors’ methods.
Modern social media analytics tools will allow you to create multiple topics at once. Some may feature your products or brands, while others may collect information on your competitors. That is, you may examine their demographics, most popular sources, analyze aspects, uncover the authors of the most influential mentions, and much more.
4. Find new ideas for your marketing with visual listening
Now let’s examine visual listening in detail. First of all, only a few social media analytics tools can track both text and visual mentions, where the brand’s name was not even mentioned in the caption but appeared on the image. How can it do that, you may ask? The star of this feature is logo recognition, which can recognize logos even when they are rotated, small, or not fully visible.
But, you may wonder, what value do visual mentions bring? “Great value,” we’d say! Let’s start with the numbers. The amount of photographs shared on social media has skyrocketed in recent years. For instance, according to research, every second, 1,074 photos are uploaded to Instagram alone.
Meanwhile, social media images are the most authentic, representing our daily lives or the world around us. Consciously or not, we frequently include brand names in our pictures. Let’s say you ordered crispy and spicy wings from KFC and posted them on Twitter without a tag. Your friends and followers may not realize it, but after seeing this post in their feed, they may feel the need to grab a bucket as well.
5. Track the results of marketing campaigns
Last but not least, tracking and analyzing your marketing or communication campaigns is another way to leverage social media analytics. When conducting many PR or marketing campaigns at the same time, it can be difficult to track their effectiveness. Make sure the tool that you use gives you the ability to create custom dashboards, which are fully customized boards that can be filled with interactive widgets.