Using social data to refine a successful marketing campaign

Today, everyone is on social media. Even if you take Facebook alone, it gives you potential access to almost three billion users.

You can safely say that social media platforms are the most powerful and surefire way to launch a successful marketing campaign.

Here's the tricky part though: The sheer size and diversity of these platforms make it extremely hard for businesses to capitalize on them effectively. It's like having access to an ocean, but not knowing how to swim.

Enter social data.

Social data is a goldmine of information that is changing the way we develop marketing campaigns. You can use it to target key demographics or drive specific behavior changes. And the best part is, it's easy to track and measure:

  • Social media posts can be tracked in real-time with a simple hashtag or click on a link.
  • Social media can be easily segmented based on custom variables such as location, gender, etc.
  • Social data can be used to determine the best type of content to create that will develop your brand.

social media networks

Most popular social networks worldwide as of January 2021, ranked by the number of active users (in millions). Source

Social marketing campaigns are not easy to launch

Even with a wealth of information at your fingertips, it’s still not easy to launch a successful marketing campaign that reaches millions of people. First and foremost, you need to focus on the people that matter most: those who you’ve already reached and engaged through your brand’s social media accounts. 

Your followers are your strongest asset that can help you build a solid presence on social media. But, besides being active on your profiles and reviewing your posts, your followers also give you something valuable that you can use to your advantage when launching marketing campaigns. 

We’re talking about social data. 

What is social data and where do you get it?

Social data sheds some understanding of all the information that internet users are sharing online. It is metadata that describes the following information about an internet user:

  • Location and language
  • Biographical data
  • Feedback (shared links, comments, or impressions)

Social data is raw, which means that you need to collect and analyze it before interpreting it. Also, this data is constantly updated, which can be considered both an advantage and a disadvantage since it quickly becomes irrelevant if you don’t consider it in real-time. 

Luckily, all social platforms have an Analytics tab that already provides you with the most recent social data. Social platforms also regularly update social data once they detect new information coming from your followers. 

Social data has a variety of applications in digital marketing, and there are a few ways you can use it when launching a marketing campaign. Let’s take a look at how social data can help you bring your marketing campaigns to success. 

Audience segmentation in social media targeting

We already mentioned that people share a lot of information on social media, including data about their gender, age, location, and language. You might find all this information helpful when breaking your audience into segments.  

What is audience segmentation? 

It is an important process in launching a marketing campaign, which allows you to divide your target audience into meaningful groups. An audience can be segmented according to different factors, including age and gender, and it is necessary to add more personalization to your campaign efforts. 

Here’s how social data can help with this. If you go to the social platform that you plan to involve in your campaign, you will find the most recent data on your followers’ demographics. We’ll take Facebook as an example. Here’s Facebook Insights: 

audience segmentation

As you can see, there’s ready-to-use social data that you can apply when doing audience segmentation and break your audience into different groups. However, keep in mind that this data may change over time, so if your marketing campaign takes several months, you might need to revisit this social data to adjust your audience segments. 

Optimize your content strategy using social data

Content is at the core of any marketing strategy, and its success largely depends on how well you can tailor your content to the needs and interests of your target audience

Social data can help you achieve that. As we already know, your followers actively share their feedback on your social media profile, leaving impressions and comments. As a result, you get social data that describes the reach and engagement of each of your posts: 

reach and engagement

For instance, you might notice that one post delivered you more reach and engagement than other blog articles you promoted. As a result, you can check out which post types performed the best and pick the most engaging and relevant ones for your next marketing campaign. 

If you want fresher insights on which content types your audience currently prefers, you can also collect social data with polls. However, run a survey on the platforms which will be involved in your marketing strategy since different social platforms have different content types. 

Timing: Find the right time to share your content

While running a marketing campaign on social media platforms does give you an opportunity to reach millions of people, you need to figure out how to reach your followers and make sure they always see your content. 

One of the ways you can do it is by tracking when your audience is the most active. Social data can come to the rescue here as well. Through the Analytics tab on a respective social media platform, you can check when your audience usually checks out your content: 

time to post

Why is this data important for the success of your marketing campaign?

First and foremost, your goal is to make sure that your audience doesn’t miss any important campaign announcements and can easily track all the content connected to the campaign. 

And, if your audience sees your content on time, they will be more inclined to share it with others. As a result, your marketing campaign will get a chance to reach a wider audience and go viral

Social data is a key indicator to measure the effectiveness of your marketing campaigns, and is valuable information to highlight in presentations. In order to ensure that your data receives the attention it deserves, it is important to present it in an easy-to-digest manner. And, as with any presentation, you need to make sure that you are using the best presentation phrases to highlight your key  points. 

Embrace the power of social data

There’s no wonder why data-driven marketing campaigns usually deliver better results. They are based on more precise information, which allows you to tailor your marketing efforts to the needs of your target audience. 

That’s why you should give social data a try. It can assist you during audience segmentation, content development and can help you determine when your audience is the most active. With social data in hand, you will be able to create a successful marketing campaign that also has a high chance of going viral. 

Social data FAQs

What is social data?

Social data is metadata that describes the following information about an internet user: location and language, biographical data, and feedback like shared links, comments, or impressions.

Where can I find social data?

Social platforms have an Analytics tab that already provides you with the most recent social data. Social platforms also regularly update social data once they detect new information coming from your followers.

What are the benefits of analyzing social data?

Social data can help you improve audience segmentation, improve content marketing efforts, and find the best time to share your content.

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