In today’s competitive social media marketing market, brands are seeking more ways to get closer to their audience. Businesses want to understand their communities' interests, habits, and behaviors to deliver tailored experiences that convert followers into customers. To be able to achieve it, companies often turn to big data social media marketing.
Social media is no longer just a tool for communication – it’s an integral part of life, and a place where businesses reach out to their targeted audience.
Big data social media marketing became a hotly discussed topic in various industries, with marketers leading the way, and experts estimating that the volume of big data in the world will reach 44 trillion gigabytes by 2020.
That’s an enormous amount of information that marketers can use to skyrocket the performance of their social media campaigns and get critical insights into their audience’s preferences. Because of its potential, the use of big data social media marketing is predicted to increase this year.
Users’ social media activity is a source of valuable information. By analyzing the content people post or interact with as well as their demographics, interests, and behaviors, marketers are able to draw actionable conclusions that help steer their strategies in the right direction.
All this is deep data analytics, and it’s only going to increase in importance as we move into 2019.
Now marketers can plan their future marketing campaigns based on deep audience insights, and understand how to approach potential customers in a far more nuanced way. It’s hard to overstate the potential of data analytics for marketing so, of course, data analysis is becoming a top priority for many companies.
Big data allows marketers to predict how effective any future marketing strategy might be and evaluate current strategy too.
Data analysis helps ensure strategies are aligned with objectives and boost all-important ROI. According to research, social media marketing can bring you more than $2.00 of revenue for each dollar invested. Thanks to data analysis, you can estimate potential future revenue from each of your unique demographic groupings – and that’s a powerful thing.
It’s possible to monitor engagement and quickly determine if your campaign is burning out with your current strategy, and fix it fast. Companies can structure and analyze social media data, getting those crucial audience insights, and plan essential tactics in advance. They can sharpen targeting and create bespoke content that resonates deeply with the audience, gaining the engagement and ROI boost they’re looking for.
Some big data social media marketing examples:
Using big data, marketers can quickly identify the latest trends in social media, and make critical decisions with confidence.
Big data social media marketing helps you understand how your audience feels about your brand, which users are worth communicating with, which content converts audiences, which platform to target audiences on and at which times.
With an overview of demographics, creating strategy becomes easier and more precise, as does planning campaigns in advance, and meeting audience expectations.
Big data social media marketing also helps to predict future buying trends, patterns, what consumers want, what it should look like, and when they want it. Businesses can better understand and be prepared to deliver on customer expectations, almost before customers themselves know what they need.
Thanks to big data, you can analyze positive and negative product feedback and use it to improve the entire product experience.
Now you can tailor your communication with your target audience, creating stronger connections and a more loyal, engaged community.
Personalization is one of the biggest advantages of data analysis. Use big data to approach your customers in the right way, taking into account their preferences. Tailored communication with the targeted audience is going to become more crucial than ever as customer experience and community management increase in importance. In fact, many companies are already leveraging fully personalized marketing strategies.
Social media advertising is also becoming super-powered thanks to big data. Laser-precision targeting is possible based on audience interests, job titles, ad delivery times, and a host of other behavioral data.
Brands can hone their ad creatives to line up perfectly with the audience data they’ve analyzed to strengthen awareness, interest, bonds and loyalty with social media users, converting them into customers.
Evaluate the effectiveness of your social media campaign by tracking the changes in ROI and other key metrics. As mentioned previously, split testing campaigns is crucial, even before launching them, thanks to predictive analytical tools.
Big data provides ultra-actionable insights and increases the effectiveness of campaigns before, during and after. Data analysis is no longer about stand-alone key metrics, it’s about drilling deeper into how data works as an eco-system, the relationships between different sets of audience data and the effect they have on one another.
Let’s talk a little more in-depth about how social media campaign evaluation can benefit from big data.
Analyze audiences and create marketing personas to better tailor and target content. Understand the needs and preferences of your audience better than ever by combining data from various sources (web, social, mobile). Improve your content, make it highly personal and targeted.
Socialbakers’ AI-powered audience analysis tool defines accurate marketing personas for your business so that you can create more personalized campaigns that convert.
For example, Netflix uses data from millions of users from all over the world, analyzing habits and preferences over different geographic locations and cultures so they can deliver bespoke viewing content and fulfill customer expectations.
Many marketing campaigns fail because of irrelevant or poorly targeted content, and data analysis can eliminate this problem.
Using proper analysis tools, you can personalize not only ads but also landing pages, offers, and emails campaigns. When you have so much audience data in advance, campaign launches become faster, smoother, and bring vastly improved results.
Get competitive insights to find out how your competitors are performing and learn where you can improve to get ahead of them.
Big data provides a crucial competitive advantage. Both well-established companies and new players realize the potential of big data social media tools for benchmarking their performance against direct competition and the market.
These insights are critical to understanding how effective a social media marketing strategy really is.
After all, you might think your content gets lots of interactions – but what if your rivals’ posts receive 2x more engagement? Getting this type of information is impossible without competitive analysis tools, like the one from Socialbakers that enables you to compare your performance against your main rivals and industry.
Use social listening and sentiment analysis to understand the impact of your campaigns and how they influence your brand perception.
Sentiment analysis is a very effective method of social media analysis, also known as opinion mining – and sentiment analysis tools allow you to gather data on opinions and perceptions of your service or product, taking into account emotions and attitudes around brands.
Brands can analyze influencers’ performance metrics and immediately exclude fake influencers with fraudulent data and artificially inflated follower numbers. This is essential to marrying the brand together with a best-fit influencer – one that will really expand reach, engagement, and boost conversions.
Search engine optimization is a popular marketing technique that largely depends on big data.
In search engine marketing, data is initially used to identify keywords. Marketers can access overviews of highly searched keywords using tools like SEMRush, and select the most relevant ones to include in their content.
Websites and blogs that are properly optimized for keywords (and that meet a number of other SEO requirements, such as having the right amount of backlinks) have a higher chance of ranking well in search engines and winning more clicks.
After a page has been optimized, marketers turn to big data again to track website traffic and conversions. By doing this, they’re able to spot bigger trends, and refine their websites to drive even better results.
Data analysis helps brands optimize in so many ways.
It allows marketers to better understand their online communities, to target the right audience demographics, to predict users’ behavior, and to quickly react to any issues.
Big data improves strategy, decision-making, provides product insights, and facilitates the creation of perfectly personalized campaigns. That is why using big data social media marketing is bound to become a new norm. Don’t get left behind!
About The Author
Berta Melder is an experienced brand manager, currently associated with Masterra as a content marketing strategist. Being passionate about her job, she cooperates with different education courses covering a broad range of digital topics as a guest lecturer on a part-time basis.
Understand your audience, create more effective content to engage and grow your customer base, and measure social media’s impact on your business goals.