Social media monitoring can offer huge strategic value – but to make the most of your use of the process, you need to not only tune in to the right conversation, but also understand how they apply to your digital marketing approach.
It’s interesting to learn that people criticize one aspect of your brand or your competition, but it’s worth it if you can do it – how can you turn your social media insights into real, practical steps that can help you grow your overall marketing performance? ?
That’s what we wanted to determine The first research report of the yearConducted in partnership with Molten water. We’ve gathered feedback from more than 650 professionals across across a variety of industries to learn what marketers are learning from their social listening program and how it translates into their strategic communication process.
This summary is part of our larger State of Social Listing report, which you can download in full HereWhen you can see part one and two of the summary of our report.
Part III – Strategic Considerations
Gathering insights is one thing, but putting it into practice is another step – which is reflected in the insights we have gathered as part of our survey.
For example, Twitter is the main platform for social media monitoring in general, businesses are actually seeing more benefits from Facebook, Instagram and LinkedIn in terms of direct feedback and referral traffic.
The question we’ve raised here is a bit more vague – how you define ‘benefits’ will be relative to your business – but it seems that Twitter, despite providing more direct insights, is considered less valuable to most brands.
Does this mean that social media monitoring is less valuable, or that the data that can be collected on Twitter may inform strategies in other apps, which in turn drive more valuable business results?
Well, we also learn from our survey that social listening is a key strategic element for about 80% of brands, so it definitely pays the price, which would point to Twitter as an important research tool, even if it seems less important for traffic or driving. Being. Sales activity.
Facebook and Instagram, of course, have a much wider reach, while LinkedIn is especially big for B2B. But there are relatively few results for TikTok, Pinterest and Snapchat, even for YouTube. TikTok is there now More than one billion usersWhen there is YouTube 2 billion activeAnd Snapchat has arrived U.S. General Z. More than 90% of the population. These platforms seem to be getting less focus because Facebook and Instagram are better at driving feedback from viewers, or businesses don’t quite know how to approach brand building in these other apps.
In fact, both Facebook and Instagram offer dedicated brand tools, which are not readily available or even accessible in these other apps. Maybe these platforms will benefit by providing simplified brand profiles and tools, where there may be expanded opportunities for businesses who invest more time in these other apps and learn the key processes that can help them run their business directly.
TikTok and Snapchat are developing a number of tools on this front that could make them more valuable, while YouTube is considered the world’s second largest search engine, with many people searching for video answers to queries, often referred to directly from Google search. Tapping on these insights can add real value to your social media monitoring process, and it can be worth investing more time in tools that help you understand YouTube search trends and the answers people are looking for in your niche.
It is also worth noting that the majority of respondents in our survey run social media ads, which suggests that understanding such trends would again be important in terms of targeting, focus platforms, and so on.
One final aspect we’ve tried to better understand is SEO, which is not directly related to social media marketing, but obviously benefits from the same data – like if you know what people want to know about your business and products, you better tap. Can do relevant searches, which may be another way to drive traffic.
Interestingly, most respondents indicated that they did not have a defined SEO process in place.
This is another key opportunity, the search still drives most of the referral traffic for most websites. If you are at least unaware of how people are searching for your business, you are probably missing out on opportunities and combining your social listening insights into your SEO process, this could be a recipe for improved search rankings and better results. Target customers.
Being around every aspect of the discovery is important to help you maximize your opportunities, and it seems that brands may have more ways to use their observational insights to better create a more strategic, informed approach to their marketing efforts.
You can download our full state of social listening report in partnership with Meltwater, Here.
