These days, brands have to be on social media. There are so many social media sites, including Facebook, Twitter, and Reddit, that social media analysis becomes a nightmare if you just use the analytics each one offers. Granted, you should concentrate on where your target audience hangs out. You don’t want to spread yourself too thin, but then you won’t see what’s happening on platforms you don’t use but where people are talking about your brand. Most people have five to six social media accounts and even if they only regularly use half of them, it is a lot for a brand with a small marketing department to cover without help.
Social media marketing is only effective if you listen before you speak. You need to know what your target audience is saying about your brand in order to craft an effective social media campaign. You also have to know what they care about. If the majority of your customers and your target audience care about ethically-sourced products, consider using ethically-sourced materials in your manufacturing process. You could base a whole social media campaign around your decision.
You’ll need a social media analysis solution like NetBase, which incorporates natural language processing. NetBase not only tells you what people are saying; you’ll learn about their lever of passion behind their posts. You can even learn what is being said about your competitors. NetBase lets you uncover opportunities to gain your competitor’s dissatisfied customers and gain inspiration from competitor’s campaigns that engage consumers.
Discover Your Successful Channels
Unless you have unlimited resources for social media marketing, you’ll want to find out where your customers are so you can focus the social media channels where you will have the most impact. Use social media analysis and analytics to discover each channel’s effectiveness so you can estimate your return on your investment.
Find Your Most Engaging Content
Discover what type of content works best for your brand. Some audiences will enjoy videos, others are more interested in studies. You have to learn what attracts, engages and most importantly, what converts. If your content doesn’t capture your target audience’s attention, you can see what type of content your competitor creates which is getting people talking.
Watch For Your Brand’s Logo
Use NetBase’s image analytics as part of your social media analysis for your content. It has the highest precision; NetBase’s Next Generation AI Image Analytics can spot your brand’s logo, even if it is modified. You can learn the emotions behind the images as well. Mentions of your brand with your brand’s image can either be positive or negative. It’s imperative to know which it is; you can base campaigns on the positive and fix the problem causing the negatives.
Use social media analysis to improve your campaigns. You can have lots of likes and shares, but your activities have to impact your bottom line. Don’t depend on Facebook or Twitter’s vanity metrics. Use NetBase’s results to get the whole picture.