Most brands across the globe make use of social media to attract and engage customers. They do this by creating dialogue surrounding the products and services. With social media intelligence brands can gain a deeper insight into the conversations which take place online. Companies prefer to go beyond the “likes” and “tweets” to gather a glimpse of how the customers perceive the brand. Organizations with social intelligence are at an advantage when compared to those who are not equipped with this know-how.
To start with, data is required for social media intelligence. The data is collected from social media networks through APIs or Application Protocol Interface. By analyzing the data and overlaying the data points, metrics emerge which can be used for intelligence. Organizations can utilize this social knowledge to accelerate the marketing strategy and drive success. Social media intelligence helps brands in:
Audience Segmentation: Dividing people into homogenous groups
Social media intelligence helps in audience segmentation. The text can be scanned and interpreted according to emotion, the levels of passion and sentiment which can be either positive or negative. Depending on the information gathered, the social users can be broken down further than the surface value demographics such as gender or age. This allows marketers to tap into the right audience. This helps create highly targeted marketing, social media campaigns and reaching out to the right people who will both respond and enjoy the message.
Gathering competitive intelligence
Social media can help in keeping a tab on competitors. You can consider using a social media platform which provides real-time comparison of perception, overall sentiment and consumer awareness across brands. This will make it easier for you to ascertain how your counterparts are gearing up for the competition. Additionally, you can conduct a Google news search every morning to find out what is trending.
Analyzing trends
Social intelligence will enable users to remain updated on what is happening at present. A good marketer will keep his eyes open for the developing trends in the industry and create products which the target audience is interested in. Eventually, they will market these products to drive sales. Social intelligence also helps users to travel back in time and develop an understanding of the changing trends and perceptions.
Creating effective retention strategies
Social media intelligence offers an insight into customer pain points and helps users to come up with effective retention strategies. Businesses of all kinds are taking the explosion of social media seriously. They eye the channel as a customer acquisition and retention tool. No longer is it enough for brands to offer customer loyalty programs, they must do more to keep the customers coming back and this is where social media continues to play a big role. By creating emotionally driven campaigns brands can strengthen the bond which exists with their customers. With a lot of conversation taking place in social media, it gives brands the opportunity to know their customers at personal level. Social data gives brands endless and immediate supply of consumer insights which helps in customer acquisition and retention.
Easily identifying influencers
Social media helps users to directly interact with whomever they are trying to impact. It provides a unique opportunity for brands to reach out to their most influential followers. Whether it is a tween fashionista, a sports enthusiast or a mommy blogger, a social intelligence platform can help you to identify which are the most influential voices in online conversations which revolve around their industry.
Conducting brand analysis
Marketing teams are constantly endeavoring to stand out in the crowd. They are consistently trying to understand their place in the industry, develop new strategies and understand what differentiates them from their competitors. By conducting a brand analysis brands can gather real-time information and gather an insight into brand health.
Social media provides brands with consumer intelligence. You will get to know more about the audience and promptly respond to their evolving interests. With the insights which social intelligence provides, you will be able to create better content which resonates with the users. Although the insights are gained from social media, the strategies which result from them usually extend far beyond the actions on social media. It can help you to improve the product offering, enhance the marketing strategy and improve the customer service program and lastly assist in growing the customer affinity towards your brand.
Social intelligence takes marketing to the next level. By monitoring the trends, through in-depth analytics and a complete understanding of the emotions conveyed online will help you to tailor messages and understand the consumer like never before.
