When it comes to social media insights there’s so much more than simply looking at total number of mentions, potential impressions and machine learnt sentiment, but with the vast amount of data available it can all be a little daunting.
To help you on your way here’s five simple tips to guide you on our social media insights best practice and to hopefully break down some “barriers” in order to enrich your insights experience.
When first presented with vast amounts of data it is easy to be overwhelmed, but having a desired outcome will keep you on track and focused on your quest.
But do keep an open mind. Having a structure and a desired outcome is important however don’t go into the research with a rigid notion. You may have a preconceived idea of what’s being said about your brand, about the industry, or even a competitor. Even if the data confirms your instinct, do still allow it to enrich your understanding and guide you into new discoveries.
Just because something is appearing negative this may be a good thing for you, or just because something has negatively impacted the industry or your brand, don’t immediately think this is going to affect the bottom line. Here’s two examples for this.
For great audience profiling it’s important to listen to what other conversations are being had outside of those directly mentioning your brand. If you want to build a true picture of your potential customers and audience, listen to what else they have talked about. When mentioning a brand it is more likely that an author on social media may be doing so for specific reasons, i.e. to complain, to enter a promotion/competition or to ask for product advice etc. This data is useful to build a picture of popular complaints, issues, and spot opportunities, but listening to the other conversation can guide your content strategy, partnerships/sponsorships and advertising (to name but a few). It may even surprise you that you might have more audience segmentations than you had previously imagined.
Social media isn’t just your Twitter, Facebook, Instagram and YouTube channels, with more sensitive information such as healthcare, finance, and insurance authors online may chose more appropriate forums. So think outside the typical channels when doing your research.
source – http://bit.ly/2nVwJHh