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Do you know how to make the most of social media analytics? Here’s how to intercept, segment, and make data operational to create an effective and successful content strategy.

Today, content marketing has definitely taken centre stage. However, some critical issues still persist on how to make the most of social media analytics to profile creation and distribution.

A few numbers are enough to support this assumption:

  • according to the research carried out by Altimeter group (The State of Digital Content), only 38%of companies (United States and Europe) state that they are able to create content based on data from multiple sources;
  • in Italy, according to a questionnaire carried out by the Adecco Group and the Milano Bicocca University, about 40%of companies say they are not familiar with big data and analytics;
  • finally, when asked about the role of social media during the shopping experience, Italian consumers declare thatthey read reviews, comments and feedback to evaluate the alternatives in the field. The source is the PwC Italia “Total Retail 2017” report.

It is therefore clear that we need to overcome a social media analytics model based exclusively on proprietary metrics. Today the challenge is the integration of the indicators to better profile the content strategy to the needs of the public.

For this reason, in this article I want to focus on how to intercept , segment , and make operational data and conversations of the target audience that take place on third-party channels.

Happy reading and leave a comment if you too have implemented data-driven content marketing strategies.

1. Analysis of the themes

Each listening and monitoring activity of users requires a precise working method. We will therefore start with the analysis of the themes , and then go deeper.

There are some functions of social listening and monitoring that can help us in this sense:

  • classification tag, classification of the most relevant conversations regarding the dimensions being analyzed. For example, we can monitor product lines, brands (proprietary and non-proprietary), in-store experience or with customer care, etc;
  • semantic clusters, sub-themes related to the previously analyzed dimensions;
  • sentiment, associated polarities;
  • benchmark- evaluation and comparison of topics in relation to the coverage of competitors.
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Below, we will find out how to leverage this data.

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How to take advantage of these insights

The analysis of social media analytics is completely useless if not accompanied by the ability to generate insights . These ideas must in fact guide the guidelines of your project and the associated planning.

Here are some ways on how to best use the dimensions you just covered:

  • profiling of value propositions, secondary messages and communication of the benefits associated with the product;
  • declination of the tone of voiceand of the thematic priorities linked to the editorial plan;
  • planningof a distinctive positioning based on the key points or criticalities on competitors.

Now, the time has come to understand who and how is conveying the conversation.

2. User analysis

In this case we will evaluate:

  • demographic and location: i.e. all information relating to gender, interests, geographical area and professional title;
  • involvement:the number of thematic mentions;
  • speaker weight: the impact of unique authors based on potential reach, level of engagement generated, community base (number of fans / followers / subscribers), engagement (number of mentions, conversations and themed content) and distribution network. That is, the ability to stimulate and spread the conversation to other users and communities.

Also in this case we will transform social media analytics into precise action plans.

How to take advantage of these insights

The information obtained can be valuable for

  • improve distribution
    by selecting the most relevant influencers, depending on the customer journey mapping, and the most active ambassadors;
  • optimize planning by
    aligning and selecting content marketing levers and assets based on the position of users along the conversion funnel. For example, in the moment of evaluation and consideration, we will give precedence to ‘how to’ articles and video tutorials. Instead when we talk about buying, we will use case studies and reviews.
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Finally, we are going to investigate trends and positioning.

3. Trend and positioning analysis

Once we have generated insights on issues and users involved, we will conclude our analysis with a focus dedicated to

  • channels, platforms and media with the greatest impact;
  • localization, the overall share of voice segmented geographically;
  • trends, volumes and evolutions of conversations in relation to sentiment.

Once again, we are going to define the best applications related to these social media analytics.

How to take advantage of these insights

These data acquire particular value, as they can support us in some key actions such as

  • refine Digital PR actions towards the media that guarantee the greatest return;
  • segmentthe advertising budget on the basis of channels and geographical area;
  • evaluatethe penetration of competitors in a given platform and the profitability of niches and audiences on the basis of the volumes of conversations and the purchase preferences expressed;
  • interceptingtrends and developments related to the needs of the public;
  • differentiatethe stylistic guidelines based on the analysis of the reference channels.

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By john wick

Latest Technology news related to Mobile, Tablets, Laptops, and Internet with expert analysis from Future With Tech. Future With Tech is a top best startup and latest technology blog in India.