Abbi Whitaker, owner/president of The Abbi Agency, and a member of NCET’s Board of Advisors
Social data mining and how it can work wonders for your marketing team
Data is an expensive commodity, and, for most marketing firms, demographic databases that cost thousands of dollars are simply not an option. Social media changed everything. Social media brought the producers and consumers to the same playing field and introduced them on a face to face level. Now data on everything from lifestyle choice, to market trends, to relationship preference, to age is freely waiting to be gathered. However, most marketers get lost on how to gather this information, and don’t know how to apply it once they have it.
How is it done, and how can mined social data work for you?
Get social and engage your audience at their virtual front door
Being consistent, and offering engaging content are key to keeping a social audience. But once that social audience is paying attention, getting them to offer up their data to you is a whole different game.
Interactive campaigns are key to getting a social audience to open up. Offering contests, promotions, or deals are all great ways to start shaping campaigns into social-data, mining machines. Social ROI does not just translate into sales. If the campaign doesn’t necessarily translate into a sale, then consider the social ROI the data gathered. Give a little to get a lot is the new philosophy to live by. Offering a chance of incentive for exchange of an email address, a user generated photo, a story, or all of the above is how social data mining works.
After socially interactive campaigns are in play, using social analytics to determine who is listening, participating, and why is key to translating your socially mined data into insightful, consumer trends that can be used to shape campaigns over every marketing channel.
Treat your social like a focus group
It’s not enough to just constantly drive interactive content. Sometimes taking a step back, and listening to what your social media is telling you is the more productive answer. What are your followers talking about? What are the hot topics right now? What’s funny? What’s not funny? How is your audience responding to you? All these insights are worth spending the time to gather, and need to be shared with the rest of your marketing team. Your audience’s social trends will benefit beyond just shaping your social campaigns, and should be used to shape campaigns over every marketing channel.
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