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 enhance marketing 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 save Studio 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.
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?