Leverage Social Media Insights to Fuel Marketing Efforts

Gathering consumer insights is becoming ever more important to the success of marketing efforts, but luckily, there is an abundant source of information available right at the fingertips of today’s strategists. Social media platforms represent a gold mine for useful customer data, and if a marketing team can adopt best practices for gathering and leveraging this information, they can put their brands at a significant competitive advantage. Here’s a look at how to utilize the power of social media the right way and fuel a winning digital marketing plan.

Listen closely – the customer is speaking
On every social media platform, at every time of day and on every device imaginable, customers are speaking candidly about brands, offering their unbridled opinions regarding products, services and everything in between. This is a marketer’s dream come true, as these insights are always fresh and are usually relevant to their efforts. However, strategists must recognize that gathering insights from social platforms is a full-time endeavor, especially as more channels come into play. It’s no wonder why so many marketing teams are hiring social media monitoring staff members to do so.  audience.

While a team’s primary focus should be on the brand itself, an article from Memeburn pointed out that valuable insights can be discovered by combing social media feeds for discussions surrounding competitors and general industry trends. Brands that recognize the power of competitive intelligence will always stay a step ahead of the game, drawing from a wider range of insights rather than relying strictly on their own domains. Being cognizant of competitor efforts can also help to inform other aspects of the business, such as product development and sales.

“You can gather both quantitative and qualitative data to inform product development, benchmark customer service performance, understand customer sentiment and perceptions of your brand and more,” wrote contributor Andre Steenkamp, emphasizing the importance of experimentation. “With this small taste of what resonates with the market, you have a starting point for further research.”

Establish an unbeatable brand presence
Once a brand has successfully implemented the tools and techniques necessary to comb social media for useful data, it can ramp up its efforts by creating a stronger presence on the channels themselves. This not only helps to establish a brand as a true next-gen participant in the digital landscape, but it also encourages marketers to take a more active approach to consumer engagement across a variety of high-traffic channels. Eventually, social media teams will be equally observant and involved when it comes to managing a brand’s online persona.

A recent set of statistics compiled by Business 2 Community contributor Kim George highlighted just how important a role social plays in the modern marketing mix. For example, 70 percent of today’s businesses have boosted sales through Facebook, while well-timed tweets have led to revenue for nearly one-third of organizations. Whether a brand is looking to shore up its customer insights or take a more active approach to engagement, social media is a clear and cost-effective choice.