Social Media Data is the set of information that originates in these media. We should not confuse social networks with social media, although they share the same nature, they have nuances that differentiate them.
A social media can be blogs, forums, bookmarks, multimedia platforms, some social media and even the social networks themselves, while social networks are limited to being platforms defined as such, Instagram, Twitter, Facebook and a long etcetera. In order to be included as Social Media, it must meet one requirement: there must be interaction.
In social media, content is generated by the participants of the community as a whole, which leads to constant participation, communication and interaction, resulting in engagement with the audience and greater familiarity with your customers.
what is your relationship with data?
Data is one of the most important elements of any social media, it is the set of information about the users in the medium, the messages, the content... any information that adds value to the coding of social media.
Social data is the research or information coming from the activity or movements of users in social media. It is the set of statistics and analysis about what happens in social media.
what do we measure?
The information that really adds value to our analysis are those that will give us a kind of feedback on the activity of our company in these social media. It is essential to make a place in the media to make our business known in the digital landscape. It is a fundamental part for the optimisation of our profiles, SEO positioning and presence as a brand.
Important elements in the analysis:
- Likes: normally, they give us information about users with whom there is already a link - either because they follow us or because we are part of their content of interest.
- Mentions: they allow you to monitor the content of your brand, knowing the opinions of users, whether positive or negative.
- Shares: we can identify which content has more value, as it is recommendable for the audience that follows us. You open the door to new clients or interested people.
- Visits: they provide information about the audience we receive, either directly or indirectly. They usually analyse our SEO positioning, or how eye-catching our company is.
- Comments: they give information about the opinions of our company.
- Clicks: we can know the impact of certain content, campaigns or advertisements based on the number of clicks they receive.
what do I do with the data?
Once I have collected the data, what to do with it comes into play. It is called Data Driven Marketing, it is the strategy that is based on directing our campaigns, social media and all the objectives of our company, in the data. The data allows us to make intelligent decisions.
It will provide me, increase my productivity. I don't waste time searching for information, I can optimise my time. Teams have access to quality data, they know where to find it and can easily understand it, because it is well analysed and structured. Without duplication of data, I can reduce storage and data processing costs, saving time in the research and data analysis processes.
Access to the right data at the right time eliminates these difficulties and will grow your business, thus increasing the speed of my strategies. It increases my ability to adapt to changing market demand. It decreases risk management and data loss, because you control the data by knowing where and how it is stored and exchanged.
It is important to turn social media data into social media intelligence for our digital marketing strategy. Social media data is the raw material for developing smart social media strategies. Social media intelligence refers to the finished product, the action based on the data collected. That is why it is crucial to set goals, to set guidelines to follow, not to waste data, not to waste time.
Some objectives could be:
- To have records about your product or service by analysing how your customers or potential customers feel.
- Measure the ROI (return on investment) strategy in social networks.
- Improve customer service.
- Discover and edit segment groups.
If social media data is what gives you the cake your readers love, social data analysis is the secret to making the perfect dessert.
Optimise your online content management
With this data, we can create a content calendar to drive our Inbound marketing strategy. It gives us information to know when it is best to publish because not all users are on social networks at the same time.
although there is a lot of black legend related to the time of publication, it is not very widespread, far from it. For example, the best time to publish on Facebook should be between 12-13 and 14-15. But the customs of a country can change with the routines of another country, different societies, customs, cultures, jobs... influence.
Across Europe people eat dinner between 19:00 and 21:00, and in Spain some people sit down to dinner at 23:00. Instead of relying on global research, use social listening to find the best time to post, especially for your business segment, data can provide us with this information.
Social Media Data gives us the type of content to generate and how our audience prefers it, which can be in: video formats, carousels, photos, infographics, animated images, blogs....
We also determine on which platforms we have a higher ROI rate, the applications or media on which we achieve greater engagement or insights.
In short, Social Media Data allows us to understand people's behaviour and the impact of digital marketing, as well as the impact of advertising campaigns or ads. With this we can optimise our strategies and grow as a company. We can adjust our communication with that of our customers in a personal way and increase trust with leads. If you want to continue reading about how to manage data, read our blog article.