‘Big Data’ is the latest trend amongst all the big marketers and agencies, and its leading to pretty spectacular results in social media conversion. We’ve picked out 2 of the most important lessons from Econsultancy’s recent interview with Elio Gambetta, (from agency Automony). If you want to learn to convert more business from Twitter, you’ll want to read up on this.
Knowing the difference between Meaning-Based Monitoring and Social Media Monitoring is crucial in benefiting with the information found.
Meaning-based monitoring is the understanding of the sentiment behind things such as; tweets, posts, blog posts etc. Whilst ‘Social Media Monitoring usually involves watching out for keywords, or following hashtags or trending topics on Twitter, for example,” explains Gambetta. Once you understand the differences then you can begin to act and react quickly. Meaning you can respond to the negative comments before they do any damage to your brand and acknowledge the positives. If you use Hootsuite, then you already have a way of listening.
However even if you just use Native applications for Twitter, then you can use Twilert to set up alerts for hashtags and certain phrases that have been used that are relevant to what you do.
When asked if influence can be measured, Elio Gambetta acknowledges that with Social Media, we can now see who is actually engaging with your brand’s offline adverts. Something that traditional adverts could not show. We can now see which promotion had the most engagement and therefore more sales. He then goes on to say, “We can also better track how perception, influence and adoption grow and change over time by understanding what people say, how they say it, and how often.”
Personally, I think this information should be engraved into every brand using Social Media. Understanding ‘Big Data’ is the foundation and responding to everything you possibly can will give you an instant customer engagement boost. The way in which you respond is what will set you apart from every other business. Negatives about your product/service should be taken seriously, with a follow up in place to make sure all is fixed. How does your business collect its ‘Big Data?’ Do you use more than just hashtags and QR Codes to gather information? If yes, what do you use?