{"id":38347,"date":"2019-09-18T14:22:18","date_gmt":"2019-09-18T12:22:18","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=38347\/"},"modified":"2019-09-18T14:45:37","modified_gmt":"2019-09-18T12:45:37","slug":"use-social-data-for-marketing-campaign","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2019\/09\/use-social-data-for-marketing-campaign\/","title":{"rendered":"How to Use Social Data to Launch a Successful Marketing Campaign"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">What would be your preferred strategy when it comes to launching a successful marketing campaign?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The chances are high that no matter what you will promote, you will do it via social media channels.\u00a0<\/span><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Social media marketing is one of the preferred ways for companies to promote their brand, and there\u2019s <\/span><a href=\"https:\/\/www.oberlo.com\/blog\/social-media-marketing-statistics\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">a number of reasons<\/span><\/a><span style=\"font-weight: 400;\"> for that:<\/span><\/p>\n<ul>\n<li><b>Social media outreach is incredible<\/b><span style=\"font-weight: 400;\">. Having 2.8 billion active users, or 42% of the world\u2019s population, social media platforms present a unique opportunity to reach massive audiences. The number is projected to reach 3.9 billion by 2021:<\/span><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/span><\/p>\n<p><div id=\"attachment_38349\" style=\"width: 612px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image2.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-38349\" class=\"wp-image-38349\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image2.png\" alt=\"\" width=\"602\" height=\"410\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image2.png 656w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image2-475x324.png 475w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/a><p id=\"caption-attachment-38349\" class=\"wp-caption-text\">Image source: Statista<\/p><\/div><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Social media has a unique potential for audience segmentation. For instance, among all social media users, 90.4% of Millennials, 77.5% of Gen X, and almost 50% of Baby Boomers use social media on a daily basis. This means that any marketing campaign with any target audience personas can be successful.\u00a0\u00a0<\/span><\/li>\n<li><b>Presence on social media contributes to the positive customer experience<\/b><span style=\"font-weight: 400;\">, with 71% of social media users supporting this claim. <\/span><\/li>\n<\/ul>\n<p>The average time spent on social media a day is a little more than 2 hours.\u00a0<b>During this time, social media users share terabytes of social data that marketers can benefit from when launching a marketing campaign<\/b>.<\/p>\n<h2><b>A Brief Intro to Social Data<\/b><\/h2>\n<p><b>Social data is the most valuable asset<\/b>\u00a0that your brand can extract from social media.<\/p>\n<p>What does it consist of?<\/p>\n<p>Social data is raw data that unites all the information, shared by and collected from social media users. It includes, but is not limited to:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Demographics: age, gender, occupation, education, language, location, etc.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Biographical data: name, address, date of birth, marital status, etc.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Feedback: likes, shares, comments, impressions, mentions, hashtags, etc.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The goal of social data is to understand human behavior that can guide consumers in making purchase decisions. Thus, it\u2019s invaluable for a successful marketing campaign.<\/span><\/p>\n<h2><b>Limitations of Social Data<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">When you mine and apply <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2017\/09\/sotrenders-api-social-media-data\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">social media data<\/span><\/a><span style=\"font-weight: 400;\"> to a marketing campaign, you will come across the fact that not all social media users share information in equal portions. This is called limitation of social data \u2013 when either demographic, biographic or feedback details aren\u2019t available.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This shouldn\u2019t stop you from using social data for your future marketing campaign, as its benefits significantly outweigh its drawbacks:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social data helps you determine which social platform will be the best fit for your next marketing campaign.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">You\u2019ll be able to accurately determine which content will perform the best by analyzing your top converting posts.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">How your audience prefers to share information \u2013 <\/span><b>this may help your marketing campaign go viral<\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><b>Food for thought: <\/b><span style=\"font-weight: 400;\">when analyzing social data,<\/span><b> all its components should be taken into consideration integrally<\/b><span style=\"font-weight: 400;\">. If you only analyze feedback (likes, shares, etc.) what you\u2019ll receive is so-called \u2018vanity metrics\u2019. These numbers make your online presence look good while carrying no significant value for your consumers.<\/span><\/p>\n<h2><b>Applying Social Data<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Social data can be hard to work with, as it constantly gets updated and contains a lot of information (some of which may be irrelevant).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, to bring some order to this mess, let\u2019s take a look at how you can apply social data to certain stages of developing a successful marketing campaign.<\/span><\/p>\n<h3><b>1.\u00a0 Analyzing Social Media Platforms<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Not all social media platforms are a perfect fit for your next marketing campaign. So to start with, take a look at general social data, how different social platforms work in relation to different audiences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Demographic data doesn\u2019t look similar for different social media platforms. Here\u2019s a recent graph by <\/span><a href=\"https:\/\/www.pewinternet.org\/fact-sheet\/social-media\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Pew Research<\/span><\/a><span style=\"font-weight: 400;\"> that covers the three most popular social platforms:<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image4.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-38351 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image4.png\" alt=\"\" width=\"651\" height=\"619\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image4.png 651w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image4-475x452.png 475w\" sizes=\"(max-width: 651px) 100vw, 651px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">These results represent the current demographics of the above-mentioned social media platforms in the US. As you can see, <\/span><b>different audience categories have different preferences<\/b><span style=\"font-weight: 400;\"> when it comes to using social media platforms.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also take a look at the current demographics of other popular social media platforms. For instance, when it comes to gender distribution:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Twitter is more popular among men than women, with <\/span><a href=\"https:\/\/www.statista.com\/statistics\/828092\/distribution-of-users-on-twitter-worldwide-gender\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">69% and 31% of users<\/span><\/a><span style=\"font-weight: 400;\"> respectively.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">On the contrary, women dominate Snapchat, with <\/span><a href=\"https:\/\/www.statista.com\/statistics\/326460\/snapchat-global-gender-group\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">61% of women and only 38% of men<\/span><\/a><span style=\"font-weight: 400;\"> using this platform.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Women also predominantly use Pinterest, with <\/span><a href=\"https:\/\/www.omnicoreagency.com\/pinterest-statistics\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">70% of women and only 7% of men<\/span><\/a><span style=\"font-weight: 400;\"> on the platform.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This regularly updated data can give you a general outlook as to what the current demographics of different social platforms is, which will help you choose the best fit for you.<\/span><\/p>\n<h3><b>2. Using Social Data for Better Audience Segmentation<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">All social media platforms have built-in social data analytics tools. Besides the general analysis of your social media presence, these tools provide you with extensive information on the status of your current social media audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve decided which platform will be primary for your marketing campaign, it\u2019s time to dig a little deeper.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, you decided to use Facebook. Your marketing campaign targets primarily men. You need to do further audience segmentation and decide on age, location, and language according to the status of your current Facebook audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what you might find in Facebook\u2019s <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2019\/07\/how-to-create-social-media-report\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">social media report<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image3.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-38353 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image3.png\" alt=\"\" width=\"598\" height=\"371\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image3.png 741w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image3-475x295.png 475w\" sizes=\"(max-width: 598px) 100vw, 598px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how you can apply this social data:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The percentage of male and female users is divided by their age. On the graph above, for instance, millennial men are the predominant audience. Thus, you can segment the target audience of your marketing campaign by targeting millennial men, aged 25-34.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Next stop is the country. <\/span><b>This will not only have a direct impact on your content but on the time you will publish your marketing content<\/b><span style=\"font-weight: 400;\">. So, if you\u2019re in the U.S., and your target audience is in Poland, you\u2019ll need to adjust the posting time according to Poland\u2019s time zone.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Lastly, language. This will also have an impact on <\/span><b>how you will design your content<\/b><span style=\"font-weight: 400;\">. If your Facebook audience uses English predominantly, segment the target audience of your marketing campaign to English speakers only. However, if there is another language with almost as many followers as the primary one, you might consider doing a <\/span><b>bilingual marketing campaign<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By taking a look at this social data, you\u2019ll be able to create a target audience persona for your marketing campaign more accurately.<\/span><\/p>\n<h3><b>3. Social Data and Content Analysis<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Social media platforms also provide you with social data that gives current insights on the current status of your content. On social media platforms, audience feedback on the content is called <\/span><b>impressions<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These impressions are further divided into subcategories. Here\u2019s how it looks on Facebook.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A general overview of post types:<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image6.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-38355 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image6.png\" alt=\"\" width=\"744\" height=\"194\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image6.png 744w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image6-475x124.png 475w\" sizes=\"(max-width: 744px) 100vw, 744px\" \/><\/a><span style=\"font-weight: 400;\">The analysis of reach and engagement for every post on your Facebook page:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In terms of content analysis, these insights are very valuable. They provide you with the necessary information to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Create engaging posts. <\/b><span style=\"font-weight: 400;\">You can tailor your content strategy according to what your audience likes the most. By looking at post reach and engagement, you can single out types of posts that your audience is the most responsive to.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Decide which content will work the best for organic reach.<\/b><span style=\"font-weight: 400;\"> Facebook divides all traffic into organic and paid. If you want your marketing campaign to be successful, you\u2019ll need to go with organic reach. Content insights above will help you decide which posts will work the best.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Determine post types that will definitely reach your audience.<\/b><span style=\"font-weight: 400;\"> In the top right corner, you can select different methods of how Facebook delivers content analysis. If you choose \u201cPost Hides\/Hides of all Posts\u2026\u201d, you\u2019ll be able to see which content your audience ignores. You can then choose to exclude it from your marketing campaign.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">On Twitter, you can also check out your audience\u2019s interests. You can find this data and more on your Audience Insights dashboard on the platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how this data looks on Twitter:<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image7.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-38357 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image7.png\" alt=\"\" width=\"602\" height=\"374\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image7.png 707w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image7-475x295.png 475w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">These insights can help you <\/span><b>decide on the main topic that your content will cover<\/b><span style=\"font-weight: 400;\">. However, you can also integrate other interests of your audience for <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2019\/08\/create-successful-content-social-media\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">better engagement rates<\/span><\/a><span style=\"font-weight: 400;\"> and general outreach.<\/span><\/p>\n<h2><b>Speeding Up Social Data Analysis<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Despite every social media platform having its own tool for social data analysis, they don\u2019t provide an all-in-one data dashboard that has all the numbers together. This makes it hard to track social data received over time, which, however, is necessary for the success of a marketing campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To receive the comprehensive analysis of social data that comes from different social platforms, you can use<\/span><a href=\"https:\/\/www.sotrender.com\/#features\" target=\"_blank\" rel=\"dofollow noopener\"> <span style=\"font-weight: 400;\">Sotrender\u2019s<\/span><\/a><span style=\"font-weight: 400;\"> Analytics tool:<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-38359 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image1.png\" alt=\"\" width=\"624\" height=\"376\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image1.png 624w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image1-475x286.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2019\/09\/image1-300x180.png 300w\" sizes=\"(max-width: 624px) 100vw, 624px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">This tool offers the following features:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">content analysis<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">audience engagement rates<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">transparent reporting<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">benchmarking<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">optimization<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The users of this tool also receive personalized tips on how to improve audience engagement and overall social media presence, based on data-driven indexes.<\/span><\/p>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-4b8b03ac-a575-46fc-98b2-c6f1e39fec95\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-4b8b03ac-a575-46fc-98b2-c6f1e39fec95\" class=\"hs-cta-node hs-cta-4b8b03ac-a575-46fc-98b2-c6f1e39fec95\"><!-- [if lte IE 8]><\/p>\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3842881\/4b8b03ac-a575-46fc-98b2-c6f1e39fec95\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"hs-cta-img-4b8b03ac-a575-46fc-98b2-c6f1e39fec95\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3842881\/4b8b03ac-a575-46fc-98b2-c6f1e39fec95.png\" alt=\"Start analyzing your social media performance\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(3842881, '4b8b03ac-a575-46fc-98b2-c6f1e39fec95', {}); <\/script><\/span><\/p>\n<h2 style=\"text-align: left;\"><b>Wrapping Up<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Social media platforms provide you with terabytes of social data that you can put to use to make your marketing campaign successful. There are different social data analysis options as well: you can either keep up with the current data or take a look at general social data overview report that social media platforms generate automatically every month.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Either way, social data that you can mine from social media, contains a lot of details that can help you choose the best platform, segment your target audience, and create content that will help your marketing campaign become successful.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What would be your preferred strategy when it comes to launching a successful marketing campaign? The chances are high that no matter what you will promote, you will do it via social media channels.\u00a0<\/p>\n","protected":false},"author":149,"featured_media":38361,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1779,2273],"tags":[893,1281,2209],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use Social Data to Launch a Successful Marketing Campaign<\/title>\n<meta name=\"description\" content=\"The goal of social data is to understand behavior that guides consumers in making purchase decisions. 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