Why Social Analytics Are The New Normal For Strategic MarketingFebruary 05, 2015
*Sigh* How many times can we beat this dead horse. Marketers must have a social media strategy to stay connected to their consumer needs in 2015. We’ve said it, you get it.
But what is the actionable insight behind this statement? What should marketers DO as step #1 to grow their engagement, as platforms like Facebook put new restrictions on organic reach of business content?
The prognosis is simple: the first step is in identifying digital behaviors, and only then posting and communicating accordingly.
Here’s why today’s top businesses use social media analytics for campaign tracking, brand analysis, and campaign intelligence:
1. They Get The Most From “Pay To Play”
This is the year of paid social advertising, as more marketers are taking steps beyond organic reach alone to get their messages out above the chatter. Certain analytics like influencer rankings, audience preference tracking (such as best time to post and keyword alignment), and especially Geo Social (finding audience hotspots by location) deliver MUCH better results for each dollar spent.
2.They Save Time & Energy
As audiences become more segmented to certain channels (for example, the types of communities on Twitter are very different than on Instagram or Google+), social media analytics provide insight on which type are likely to be more receptive to your brand message. Instead of pulling a shotgun approach, business that use social media analytics are able to refine their focus and put more attention on the channels that yield best conversion results.
3. They Help Build Sales Pipelines, Too
Sales and Business Development teams rejoice: social media analytics can indeed be used for qualified lead gen. That’s because certain types of analytics don’t just tell you about current audience habits, they also point businesses in the direction of new and interested customers.
Again, new geo social technology takes the stage, as it showcases global audience hotspots that brands probably didn’t know existed. For both inbound and outbound lead gen, it doesn’t get any easier than a dashboard that populates names and locations for you.
4. They Remove Uncertainty
In a 2014 report by The Social Media Examiner, 92% of marketers said that social media was important for their business (up from 86% the year prior). Yet that same report showed that at least 89% still want to know the most effective social media tactics and the best ways to engage. Put simply: we know it’s important, but we don’t know what works.
Social Media Analytics bridge the gap of the unknown, by benchmarking tactics that are most effective and the ones that individual businesses should leave in the dust. And because every business and audience is different, that knowledge is the only sure-fire method to consistently improve over time.
5. And Finally, Because Their Business Decisions Depend On It
Because social is today’s most common digital marketing strategy, smart businesses are applying the same analytic KPIs to determine their next moves across industries, consumer-bases, and even service lines. And since (when done right) social media engagement can impact conversion and bottom-line revenue, social analytics give proven direction to C-Level and marketing business decisions, quarter over quarter.