Brands would do well to invest more time and effort in understanding how both current and prospective customers are using social media channels.
That was the goal behind an Experian Marketing Services effort to provide some wise analysis. In partnership with SpotRight, it is providing brands with actionable insight via Social Media Analysis — a new visualization tool.
The tool enables marketers to “better understand the social influence, brand behavior, following activity, competitor overlap, and rich demographic information of their target audiences,” reads the report summary).
Social Media Analysis leverages Experian’s consumer demographic and lifestyle data, as well as SpotRight’s social media relationships, to help marketers paint a rich and full picture of their target audiences.
“When it comes to social media data, marketers need to go beyond likes, shares and reposts. They need to listen and quantify what consumers are saying and doing,” said Brienna Pinnow, director of product marketing for Targeting at Experian Marketing Services. “So many consumers make their opinions and preferences known on social media, and the marketers that succeed are those that leverage opportunities to better communicate messages that resonate with their customers.”
For one example, Experian leveraged Social Media Analysis to gain more insight into the consumers currently mentioning #BlackFriday on social media.
“The analysis found that nearly 53 percent of those discussing the much-anticipated day after Thanksgiving are women,” notes the firm. “Additionally, approximately 60 percent of consumers including the hashtag in their posts fall between the ages of 26 and 50, while more than 73 percent are married. From a geographic perspective, consumers mentioning #BlackFriday are 1.75 times more likely to live in Washington, D.C.”
This granular level of insight can help marketers improve their holiday campaign performance and deliver personalized messages to their customers.
“Gaining insight into social media behavior goes beyond practical use cases for just social media channels,” added Pinnow. “Marketers can utilize the information to optimize content and marketing messages across other digital platforms and television, as well as better inform brand partnerships and measure campaign results.”
For more insights from the analysis, click here.