The power of social media is undeniable when it comes to marketing. But you need to make that sure you’re using the right channels, in the right way, to get the most from your customers.
The power of social media in today’s digital world is obvious. Marketers simply cannot ignore it if they want to make an impact. Indeed, according to the Social Media Examiner, 92% of marketers say they gained increased exposure through social media in 2014, and 80% saw positive results for their overall traffic.
However, just knowing that social media is important does not mean that marketers are always able to harness it effectively. The real key is what type of data you can get from your customers off these various platforms, with each channel offering something different.
Having a rich data set will only enhance your ability to market effectively, and knowing what channels to tap into is therefore becoming ever more important. Below, we outline some of the key channels and data that today’s marketers should be focused on pulling to best enhance their marketing efforts:
Facebook is the best known of the social media networks, and is one of the most popular with 1.1 billion members worldwide. One thing that Facebook does well is deliver demographic data to marketers – with all users being required to enter information such as their age, gender and location upon signing up. Being able to tap into this provides a very basic way to cluster your customers.
However, Facebook also lets users customers ‘like’ or join groups that appeal to them. Gaining access to this is like gaining a direct insight into what your customer is interested in, and being able to harness this has obvious ramifications for a marketers’ ability to personalise what messages they send to which customers.
With the correct data tools, marketers can gain access to the information of any customer who interacts with their page on Facebook – be it through a ‘like’ or a ‘comment’. With this data, they can target the right users with the most personalised and effective content.
So, Facebook is key in delivering psychographic data about customers who interact with a company’s social media page, a huge advantage for companies looking to personalise the customer experience.
With over 500 million registered users worldwide, Twitter is a highly powerful tool which allows you to engage with an existing or potential customer base. Like Facebook, Twitter allows marketers to pull data from individuals who interact with their channel – providing information about who ‘follows’ or ‘unfollows’ them for instance. However, unlike Facebook, marketers can feed a search term into the correct data tool and pull any tweet from any Twitter user around the world.
It isn’t necessary to stress how powerful this is – if a marketer could enter a search term and immediately see which specific group of individuals are discussing that topic, they have an easy short cut to potential customers. Sure, there is the ability for marketers to do this manually, but using a data tool that automatically pulls this information in bulk is a no brainer.
The power of social media channel, Twitter therefore extends the capabilities of Facebook by giving access to psychographic and qualitative data on any individual who uses the channel. As such, marketers can harness this channel to spread awareness of their business to those who are already discussing relevant topics. It’s also a great opportunity to spot emerging trends and capitalise on them in the moment.
YouTube, the video sharing website, has over a billion users, with people watching hundreds of millions of hours of content every day. This presents a huge opportunity to marketers who wish to take advantage of the ever-popular influencer marketing; matching with those YouTubers who demand a huge audience can be key to a successful campaign. Furthermore, YouTube can provide marketers with data such as views, percentage plays, likes and comments – if they know how to access it. In a manner similar to Facebook and Twitter, this high-level information can be the difference between effective and ineffective targeted marketing campaigns.
YouTube therefore represents a combination of the two in the type of data it can deliver – in-depth, qualitative information about individuals who already show an awareness of a brand.
As shown with these three channels, the power of social media lies in a marketers’ ability to collect the right data. A Customer Data Platform (CDP) is rapidly becoming the industry standard for pulling and integrating data from these various sources to produce a single customer view that is conducive to high level personalisation and marketing success. For more information on how a CDP can do this, read Fospha’s blog post on personalisation.
Fospha – the Customer Data Platform specialists – integrates all your data sources into one centralised data platform, providing you with a granular, single customer view. From here, we provide you with the unique tools to understand, and act upon, your data to drive conversions, ROI and reduce dropouts.
To learn more about how Fospha can help you solve your data challenges, click here.