It’s not just about likes…brands need to see the bigger social media picture.
Despite the pervasiveness of social media, 70% of companies are still not collecting data from social channels.*
This doesn’t mean simply counting likes and follows, but actually looking at the data that can be gathered from a customer’s engagement with the brand. What is the conversational content and the overall sentiment? And, what information can that content tell you about the performance of recent campaigns?
Consumers are extensively talking about brands and products on social media. This offers brands the opportunity to learn which elements of campaigns are engaging and the overall opinion consumers have of their brand (as well as competitive brands).
Take social content data even further by leveraging its specificity and viewing the data in audience segments. You can then identify groups of high-potential consumers and target them with highly personalized campaigns.
The more you know about your customers and what they respond to, the more loyalty you can create.