The nature of social media – public, real time, immediate –
and the abundance of data collected on users, activity and engagement, provide
a greenfield of opportunities to use social data to enhance and support
marketing data.
Here are five ways social data can be used to enhancemarketing data.
1. Use Social Data to Provide Added Value for Ad Selling
Online publishers have been selling ads based on data like
visits, pageviews, subscribers, and impressions. But social data can be used to
enhance the value of online publishers by proving larger circulation through
social profiles, impressions on social networks and increased reach through
shares.
Media kits should start to include social data as the added
value the publisher provide to advertisers as well as post-advertisement
reports that include impressions, reach, and engagement.
Additionally, publishers can add value by providing
advertisers with the exact details on engaged-audience including the actual
users who engaged with their content.
2. Use Social Data to Enhance TV Ratings Data
Nielsen recently add Nielsen Social as part of the TV
rating offering by looking at people who tweet about TV shows and their
audience. But social data can enhance more than just simple ratings and provide
insight into the type of audience engaged with TV shows as well as the types of
engagement.
Networks and cable TV can start looking at social data to
make decision about the life or death of their programming beyond the
traditional rating system and can provide the social data as an added value for
advertisers.
In today’s DVR-heavy watching habits, ratings for live TV
only give the networks partial information on how well their programming is
doing with their audience. This data might have been able to saveStudio 60 on
the Sunset Strip.
3. Use Engagement Data to Test Messaging
Social media provides marketers with a cheap and quick way
to test messaging with a highly targeted audience. By crafting several messages
you can post to social media and measure the engagement levels each message
generated with your audience.
Running simple A/B tests, poll questions, or even just
asking your audience via tweets, LinkedIn messages, or Facebook posts, you can
garner insight on the resonance of messages before you invest heavily in one
message or another.
Companies that utilize social media as a testing field for
messages, new product offerings, and validation of strategic direction can be
better informed about their decisions by analyzing the engagement data in cross
reference to the audience that engaged as well as to the way they engaged.
4. Use Social Ads Data to Test Creative
The emergence of social ads offers brands access to audience
without the efforts of building that audience organically. In addition, most
social ad platform include ad optimization as an integral part of the platform.
Marketers can utilize these platforms to test ad creative
before they roll out major, expensive ad campaigns. Use engagement data to
evaluate how well your ads are doing and what creative works better with your
audience.
The hyper targeting the social platforms offer can ensure
that your test is being done on a select, targeted audience without “tainting”
your entire addressable market with test campaigns.
5. Use Social Trends to Research Keywords
Unlike in search, social media provides immediate feedback
on keyword trends. Using data from the social networks you can uncover keywords
and phrases that are on the upswing before they become completely apparent on
organic search and this way create content that will get a head start on
organic search.
Use tools like Twitter Trends, hashtag research tools, or
social media measurement solutions to learn what keywords are getting more
traction with your audience and what keyword trends are forming.
You can later insert these keywords into your editorial
calendar and create content that will be optimized for queries and phrases that
are already in use by your audience.
Summary
The integration of social data with traditional marketing
data can enhance your understanding of trends and user behavior, and also can
be used as an added value for publishers and advertisers.
The trend of incorporating social data into other data
sources is only beginning; do you have any other ideas on how to use it?
Article From: searchenginewatch.com
