How to Use Big Data in Social Media Marketing

Brand interaction with the customers is the go to earn a place in the global market space amidst tough competition. And, social media channels pave the way for businesses as most of the prospects and customers could be found here.

Harnessing the enormous big data available in the social media for business benefits may seem to be a herculean task, but it is worth the effort. It creates a measurable positive impact on business productivity and success.

Social media has penetrated in the life of the general public to a greater extent. It’s quite predictable too and nothing surprising as we are social in nature and would like to interact with our fellow man that get initiated from daily activities, movies, profession, shopping to politics.

The approach of Internet has accelerated the process in a way that, we interact with people from far-off distances, get connected with unknown people, and, so forth. It has turned out to be habitual that we surf our network system while commuting to the office, lunch break, tea break, bedtime, and, what not.

What’s more, if you think from the businessman perspective, the foremost criteria is to make connections and contacts for branding. In this lane, without a second thought, social media plays the key role in driving the business, as the prospects and customers themselves become the business promoters once they pick up trust with the brand.

A huge amount of data is at the disposal of the business that harnesses the data from social media. The data influx helps the business to make predictive and informed decisions by understanding the customers’ buying patterns and preferences.

When analytics is applied to the big data available from social media, it helps the industries to study how the content helped for interaction, view the people’s notion about a brand, and its influence on business performance.

Based on the information collected, the business can intelligently focus on their marketing strategies and its implementation.

Let’s go forward and see how big data plays the key role in branding through social media.

Get Connected with Customers through Social Media Engagement:

As a first step, getting connected with the prospects or the customers is important. Visual content like images and videos plays a significant role in enticing the users towards your product or services.

You may use the image of products, how to use short videos, how the products are made  [snippets], memes, funny videos, and, etc. This readily attracts the attention of the users and drive engagement.

These when get liked, shared, or commented brings the change in your business as you always wanted to.

How to Use Big Data to influence Social Media Engagement?

Collect Structured and Unstructured Data:

Collect both the structured and unstructured data to your database. Collecting the structured data is easier, while, to collect the unstructured data it is recommended to use the online listening or the social media engagement tools like Salesforce.  

Leverage the Big Data:

The next step is to leverage the big data in such a way that it gets aligned to your business objective.

Create a sentiment score by understanding your audience. These consumers sentiment score could be used as a benchmark for future.

If the sentiment score of a consumer is below range, you can target them more with personalized communications, or make an attempt to understand their wants so that you can move for further research and development in the existing product or think of a brand new product.

Depending on the data insights availed, you are able to create content that meets the customer challenges, communicate with the customers with relevant content, or reframe your whole marketing efforts.  

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Find The Right Channel:

Though social media is the way to engage and earn customers, not all channels work for every business. The users are distributed. The data helps to pick the right channel where exactly the customers are present.

For instance, if you are in the travel industry, Instagram may work more for you. If you are a recruiter, professional channel LinkedIn is the go-to-channel.

Henceforth, you can wisely invest money in creating paid ads to reach more customers in lesser time, instead of email blast or spending time/money on every channel.

Promote Your Products:

The appreciable outcome of big data is that you may plan your next target towards the most likely customers who may buy the product.

Analysis of statistical data namely the impressions; demographics like age, gender, location; mobile vs desktop usage; responses in the form of likes, comments, or shares; transactional history, and, etc., helps to create a strategy for promoting brands.  

Track Your Brand Popularity:

Well, the story does not end here.

A brand may lose its identity overnight. It is necessary to keep a continuous watch over the people’s opinion of the brand. Further, competitor activity may also affect the brand.

It is necessary to monitor and maintain the brand’s reputation especially on social media.

Wrapping Up:

Social media plays a significant role to understand the base of the followers and know to monetize them.

Big data is helpful to analyze the market trend and predict the customer behavior. Analysis of collected social media data helps the marketing officers to make an informed decision for a better business.

Social media helps in delivering the required insights of a customer from his product search to post-purchase activities. The brands may use the big data analytics to interact with the customers and create the much-needed customer experience.