As a discipline digital marketing encompasses a lot of different tasks which can full under the responsibility of various departments within an organization. Things like blog content, SEO, social media, influencer marketing, PPC and so on, can cross departmental boundaries between PR, marketing, digital, customer services and others.
Digital marketing represents a messy, complex challenge in most organisations, and as digital continues to evolve it’s only going to get more complex. But whatever piece of the digital puzzle you have responsibility for, you can use social media analytics to do it better.
Why are social media analytics so important? There is no other way to get close to the truth of what your audience/customers are thinking. Giving people some survey questions to answer really just leads them down a predefined path which is usually limited to a handful of possible results. It doesn’t necessarily help you discover anything surprising and new.
This is where social media analytics comes into play – by exploring and examining the billions of conversations that take place every day on the internet, you can get a more honest view of how people feel about a brand. Being able to get to that truth is something that will help you with all areas of digital marketing.
For example, one of our clients is a beer brand which uses a lot of images of people enjoying the product on the beach. But by using our Sysomos Gaze social image analytics platform, the brand was able to discover that customers rarely share photos of themselves drinking their beer on the beach, but instead at barbeques, garden parties and similar settings. This immediately gave the brand some actionable intelligence about how its advertising relates to how people really consume its product.
Content at the core
High quality content is at the heart of all digital marketing. Unless you’re exceptionally lucky, most people do not care about your brand; they know that we want to make some money from them, so why should they pay attention to us?
We are working in the attention economy, and the only way for us to get a share of people’s attention is to offer them something they can’t get anywhere else; great content that informs, entertains, or otherwise meets their desires. It’s hard to do this, we don’t all have access to large teams of professional content producers who can churn out endless blog posts, videos, graphics and other material. We can’t all be Buzzfeed. But we still have to find a way to create strong content that will capture our audience’s attention.
Social analytics can help you to understand your audience, find out what they care about, and what kind of content is most likely to appeal to them. Finding the right themes for our content is half the battle. By analyzing their conversations we can start to get an insight into what kind of content resonates with them and is most likely to get shared.
No brand ever has a single audience, there are always multiple communities talking about it from different perspectives and you can use social analytics to identify what these groups are interested in and who their most influential voices are. Armed with this knowledge you can build a more effective content strategy.
We can also be more focused and look at what’s already working well on your owned social channels. This is easy enough if you’re a small brand with just a handful of channels on Twitter and Facebook, you can simply use the built-in analytics dashboards to look at how your content is performing on those channels. But what if you’re a large global business, with a complex network of hundreds of social media channels for different brands products and markets?
This is where a social media management platform like Sysomos Expion helps. With this tool you can easily manage large networks of channels and identify what content is performing well, so you can push the be strongest content out to other channels and it gives you a clear idea of what kind of material gets the best results so you can create more of it.
Getting content right is hugely important for SEO. Great content gets shared more on social media and encourages people to link to it from other sites, both of these things directly drive traffic and have a positive impact on SEO which increases traffic from organic search. This, in turn, encourages more people to find, share and link your content, so the virtuous circle continues.
It’s all about influence
Influencer marketing is a big topic recently, this is really the 21st century version of public relations. We find influential people and figure out ways to persuade them to help spread our messages.
But influence is complex, it’s not just about finding the person with the most fans or followers, because that’s not always an accurate gauge of influence. With a tool like Sysomos MAP you can find out who’s leading the social conversation around any topic and get real insight into what makes them tick and how you might be able to convince them to help you.
It doesn’t always come down to a commercial relationship. If you can offer them some useful content, or give them some exclusive news, access to information or people, they might find that compelling enough to want to tell people about your business.
We’ve really just scratched the surface here. Social media impacts on all areas of digital marketing, so being able to get a really deep insight into social conversations will provide you with ammunition to perform better across the entire spectrum of activity.