Do You Speak Bloglish?
The technology and tools are out there, but before you employ them, you need to specify what questions you want to answer. Here are few must-asks for your social media planning:
• What is being talked about—key topics in terms of your products and services, plus ancillary topics? Pain points vs. passion points? How do they change over time?
• How are these topics related (likely to be inside the same conversations)?
• What is the presence of your brand/offering? You vs. competitors vs. the overall category?
• Who is talking about it (authors/influencers)? What are their reach and pull?
• Where are these conversations taking place (posts vs. dialogue)?
• Are your customers participating? If so, where? What is their social media profile?
The answers to the above questions will lead to your overall social media strategy and tactics. What you learn will not only influence your social media activities, but can and should influence your overall marketing strategy. Social media represents a great platform to engage your customers, but it is also a great research tool—it is an unfiltered, unmoderated, real-time and quantitative focus group. There are a ton of insights to be had.
But first, learn "Bloglish." It is the right place to start.
Slavi Samardzija is a senior vice president and director of insights and optimization at Wunderman. He can be reached at firstname.lastname@example.org.