Data-driven Social Media Strategy

What is data?

In computing, data is information that has been translated into a form that is well-organized for processing. In relation to today’s computers and Digital media, data is information converted into report form.

These are raw facts gathered from almost anywhere which gives us accountability.

Data Analytics(DA)

It is a process of systematically applying statistical or logical techniques to illustrate and evaluate data. Data analytics is the method of examining data sets in order to draw conclusions about the information they contain, increasingly with the aid of specialized systems and software. Data analytics are widely used by organizations to make more-informed business decisions.

Data Driven Channels?

  • Through Website: Drive traffic to website through organic methods by doing the Search Engine Optimisation (SEO) to your website.
  • Social Media: Social media is the best platform to drive traffic to your website in a quick and fast manner.
  • Email Marketing: Email marketing though old fashioned, is still the tried and tested method to target your audience directly (one: one).
  • Mobile Marketing: SMS and WhatsApp are more popular means to drive traffic to your website.
  • Digital Scan: By using the QR Code you can drive traffic to your website or social media pages.

The list of social channels goes on and on –  Snapchat. Instagram. Facebook. Twitter. LinkedIn. Quora. Reddit. Pinterest – But should you be on every channel? Or just one? And how do you identify if you’re focused on the best social channel for you?

At the outset, it’s important to assess if social media is right for your business and marketing plan. Understand that these social channels command a lot of attention, and regardless of your business type (B2B or B2C), your customers are people that are active on some form of social media.

To get a full grasp on social media’s impact, you should start by examining what channels are working in your industry. Make a list of your top 5 competitors or top 5 brands whose customers align with your target demography and recognize what channels work for them.

How to design your Social Media Strategy:

Once you’ve determined your channel goals, start by getting a head start with current best practices and competitive analysis. Always lean on the side of content that adds value to the customer. Put them first.

Find Your Audience using Google Analytics

Identify your audience based on different parameters like (age, geographies, demographics, social media, interests, etc.)

With the help of Google Analytics track your audience – on which page they land, how much time they spend on each page and how users navigate from one page to the next page.

Terminology of Analytics

Impressions, Reach, Engagement, CTR, Bounce rate, Organic, Paid, etc.

By analysing data we come to know:

  1. When should we post?
  2. Should we include media?
  3. What platform should we use?
  4. What call to action should we use?
  5. What keywords to be used?
  6. How much can we spend and how much will we make?

Risks of Data Analysis:

  • A bad user experience
  • Spending too much
  • Not learning from earlier mistakes

Benefits of data-driven Social Media Marketing:

  • Identifying the right audience
  • Finding the right social media platforms
  • Improving social campaigns, their effectiveness and reach
  • Benchmarking against competitors

Tools to analyze data:

  1. Mention
  2. Kissmetrics 
  3. Bitly OneView
  Set up live chat on your website

About the author

Akash Tonasalli is a Digital Marketer, Web Developer, SEO Analyst, Consultant and Trainer from Bengalore, Karnataka.