The 2017 Gartner Market Guide for Social Analytics for Marketing Leaders says that 68 percent of marketing organizations have adopted some form of social analytics. What makes understanding social media data so important? It provides marketers with critical insights that they couldn’t previously access.
Check out four of the top use cases Crimson Hexagon has seen of social intelligence for marketers:
1. Competitive analysis
Social data analysis tells you where your brand stands in the competitive landscape. Understanding these data points makes you better equipped to establish dominance in the market:
· Your share of voice compared to your competitors’
· How consumers feel about your competitors
· What topics are associated with your competitors
· The demographics of your competitors’ audiences
· How your audience’s interests compare to those of your competitors’ audiences
2. Influencer analysis
When you’re building campaigns and differentiating your brand from your competitors, you need to identify the people who capture your audience’s attention. The third-party validation of leaders in your industry goes a long way in solidifying your brand’s reputation. Finding the right influencer to resonate with your audience has never been more important. Through analyzing your target audience, you can deduce what matters most to them – and who the right person is to drive that message.
3. Measuring campaign success
It can be hard to determine the results of marketing campaigns. But social data helps. You can track the volume of conversation about your campaign and analyze how people feel and what they are saying in those conversations. If you want to understand the audience that your campaign reached, social analytics provides you with their demographics and interests. Finally, analyzing social media data tells you how the campaign affected brand perception and intent to purchase. These are crucial data points that help marketers gauge how effective their campaigns were.
4. Identifying market trends
In the age of social media, consumer trends come and go before some brands are even aware of them. However, staying on top of these trends and taking advantage of key moments is crucial for creating campaigns that resonate, capturing the attention of new audiences and keeping your brand relevant. Social analytics give brands visibility into these trends in real time. Combining historical data with topical conversations gives marketers a window into what is important to the market and the growing trends.
Leveraging social data for these four use cases lets marketers deploy more effective strategies that ultimately support business innovation and the overall customer experience. We use a blend of text and image analytics in a sophisticated, yet easy-to-use platform to give our customers the most meaningful social insights available. By implementing a best-in-class social analytics solution like Crimson Hexagon, brands harness insights that guide marketers to make more well-informed decisions.