The Bigger Picture: Integrating Social Media Insights Into Your Marketing Strategy
Social media has emerged as an integral component of brand marketing. But there’s still one major issue: The social channel is often viewed as a standalone tactic that sits apart from the brand’s larger marketing strategy. In other words, marketers are still using “social for social,” vs. social for marketing.
Because of this, many marketers never go beyond surface measurements, such as followers and engagement, to uncover the bigger picture. Nor do they tie these efforts to broader marketing and business goals, and opportunities are being left on the table. A robust, socially integrated marketing strategy can inspire consumers to take action and lead to real, measurable revenue results for brands.
Real-time Social Insights Deliver an Actionable Marketing Advantage
Real-time access to social media data and insights gives marketers the ability to find relevant consumer-generated content, understand its importance and quickly act in a persuasive way. By bringing these efforts full-circle - beyond basic branded posts on social media sites themselves - marketers are seeing a real return on investment.
To truly tie social media efforts to broader marketing and business goals, marketers need to evaluate and adopt key practices:
1. Discovery of Relevant Topics, Trends and Conversations –Thanks to Google, searching for content and uncovering the right results has become second-nature. Advanced algorithms analyze website content to ensure search results yield only the most relevant information available based on a highly categorized, complete set of information.
The same cannot be said for social media searches. Vast amounts of social information paired with very basic search capabilities make it nearly impossible for marketers to identify relevant topics. It takes more than a simple keyword search within Twitter or Facebook to uncover deeper, more meaningful insights about everything from customers’ personal interests to purchasing behavior and intent.
Marketers need real-time search capabilities that can unearth relevant consumer-generated content and the insights it provides, just as Google does for Web searches. Without an ability to find timely social information and data, marketers are at a disadvantage from being less informed and less equipped.