Social media intelligence has the power to uncover new information about customers, influencers and conversations. Unlike social media monitoring that offers a tally of volume and velocity, social media intelligence connects the dots between groups of users, attitudes and the content they use to communicate their thoughts and feelings.
1. Inform your program strategy
The danger of social media analysis is to veer toward demographic insights, grouping large groups of people together and overlooking vital nuances. It isn’t an insight to say 200k people are talking about your brand, but it may be insightful to learn that they’re questioning the purpose of your ad, revealing pain points or discussing relevant issues. One of the most successful applications of social media intelligence is as a tool for generating ideas to inform content marketing or an overarching strategy.
2. Learn the lingo
The language of social media is a complex interplay of words and images that often convey more in the subtext than analytics can reveal. Try using your own conversational analysis to uncover the patterns of language of your target audience and how they communicate their ideas and emotions. This can inform brand voice and marketing campaigns.
3. Separate Fact from Fiction
It should be no surprise that social media is rife with distortions, distractions and disinformation. Volume and velocity indicate that conversation is happening but do not make clear what is being said, who is saying it and what their motivations are. This is a more advanced application of social media intelligence but could be the difference between success or ruin.
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