Us social media marketers know the scenario: you’re working hard to develop a social media strategy for your company or your client. But you can’t decide what data is the most important to help guide that strategy.
The good news? There is a lot of information out there. Online conversations help us better understand audiences and create lasting connections with real people. Your social media approach will likely vary depending on your business objective, industry, size of your company, the people you’re trying to reach, and the amount of content you’re looking to publish.
However, the most important variable within your social media strategy is the relationship and understanding of your audience, aka customers and potential customers.
This is where social media listening can help you hone in on the right audience trends to make sure you’re creating the right messages for the right people at the right time. There are a handful of highly valuable data points that can keep you on target.
Here are 3 super powerful insights that you can include in your analytics and metrics to help you reign in your content strategy:
1) Audience interests
It’s rare for someone to only be interested in one thing. If you are, you probably need to get out a little more.
Most people take part in many discussions online centering around a very wide range of topics.
But what if you could establish a correlation between people’s interest in your brand, industry or area of expertise and their other interests and passions? That could give you some real insight into things you might be able talk about yourself, right?
Knowing what your audience is interested in and talks about online can enable your social media team to create content that will appeal to your target audience and potential customers.
A company that makes potato chips, for instance, might find that there is a lot of chatter amongst their target audience about Holidays and recipes. Digging into audience interests, that chip company could implement the use of holiday recipes into their social media content.
Here’s another example: People who are passionate about video games and gaming systems are also quite vocal about their passion for music. If your company produces video games, what kind of visuals could you include in your social media posts that registers with these fans online. These are the types of questions that can guide your strategy and channel execution.
This all goes back to being relevant and relatable. Finding a connection between your product and service and other passions and interests within your community can help keep your social media strategy aligned and focused so you can deliver the most helpful, useful or entertaining content that captures your audience’s attention.
2) Sentiment analysis, Emotions and Themes
Analyzing audience sentiment around a number of key subjects, such as your brand or products, the industry you’re in or your competitors, can set you up in the right direction.
Audience sentiment is often the first place people look when implementing a social listening tool because it’s the quickest way to get a broad, high level overview of what the feelings are of a given subject within the community conversation.
But, by going beyond just sentiment to analyze emotions, it can also help you make important decisions regarding your strategy. Getting an inside look to how people respond emotionally to certain topics can help you stay on track.
The thing about emotions⏤they’re real. When people open up from an emotional level, you get an accurate understanding of how your customers are feeling. This can be invaluable when trying to build connections with your audience.
What if you could really see how your audience feels about a specific topic? It could help you make key predictions or decisions for your brand. For instance, you could see if there was enthusiasm built up around a big announcement or joy about recent news.
You can also base this around specific themes. If a brand has a new product launch, what do users care about most? If you’ve just launched a product, how can you evaluate if the launch was successful according to your audience? The answer could lie within themes of purchase intent or acquisition, where you monitor emotions around those specific topics. You can even see if people care about the quality or cost of your product.
If you run a travel app for smartphones, you’re probably well aware that budget plays a sizable role in consumer purchase decisions. But if you found out that user experience for other travel apps was a negative emotional driver for people, you can turn your attention to showcasing the simplicity and aesthetics of your app on your social channels. As you engage with your audience online, you can make simplicity the central focus of your conversations.
Getting inside information into what drives consumer emotions and behavior can help you market to your audience more precisely and help you make key marketing decisions for your brand.
Oh yes, the ole standby: demographics. Having a deep understanding of the audience demographics can make your content more impactful by helping you capitalize on trends and sentiment within your target audience.
Demographic insights can go beyond the basics such as gender, age and location to reveal key information that help guide our marketing strategies. By analyzing the online conversations around relevant topics, you can go further into the details to see what people are talking about and who you should be targeting with your content.
If you have a niche industry targeting specific types of people, it would be beneficial to know not only the most engaged age group around that given topic, but other insights like what the average income is of that demographic and what their purchase intent is.
If an adventure travel brand was most interested in reaching budget travelers, social listening data can give them more information to guide their content. They could identify within the last three months, travel topics around budget hotels and hostels were most talked about for people with incomes between $25,000 and $50,000 a year. Then, they can curtail their content to fit more in line with the potential lifestyles of someone in that demographic group, which also skews younger and is 3:1 more likely to be female.
It’s this type of granular data about the audience that can take your content to the next level. Precision is key here. The more in-depth you can get to answer key questions about the demographics will allow you to build strong connections with people who who are your current and potential customers.
When creating your social media strategy, keep these three insights at front of mind. In order to create content that resonates with your audience, speak to topics they are interested in, gauge the online sentiment around those topics, and key in on the in-depth user data to reign in your social media strategy and drive your brand growth.