Social media data and analytics tools allow us to get a better understanding of many business problems and generate relevant consumer insights. Here are three problems that can be solved using social media:
1. Lack of differentiation
In order to be successful, you need to help the customer understand why they should purchase your products and services instead of your competitors.
You can use social data to address this problem by:
- Monitoring social media for brands in your area and analyzing the language that they use to describe their services and products.
- Make a list of the content that is being shared socially in your industry.
- Create a new point of view for your content that differentiates you from the competition in your niche. Once you create this new point of view, make sure everyone uses the same brand voice.
2. Understand your customer’s needs
When you have access to social media data, there’s no excuse for not understanding your customer’s needs. The data is publicly available—you just need to analyze it.
To get a better understanding of your customer needs with social data:
- Use your mailing list and social media profiles to get the public social media accounts for your customers.
- Collect data from their profiles including activities, devices, demographics, mentions, reviews, and more.
- Use this data to create a unified social media profile for your customers. This can include problems they have, what they discuss online, the things that are interested in, hobbies, and identifying ways your brand can assist them.
- Once you have this data, share it with marketing, sales, customer service, and other departments to help them better understand how they can assist the customer.
3. Building credibility
Social media data can allow you to get behavioral trends that provide more insight than traditional surveys and other methods. Social media allows you to listen in on real conversations in different communities and address problems as they occur in real time.
To build your brand credibility using social data:
- Find social mentions about your company that mention customer service, employee satisfaction, charity work, and more (not products and services) to help you rate your company’s credibility versus your competitors.
- Build a list of problems/shortcomings that you find for your company.
- Build another list of problems with your competitors and include areas where your competitors are praised.
- Review these lists to determine areas that you need to work on within your company.
Using social data, you can help differentiate your company from your competitors, get a better understanding of your customer’s needs, and build credibility at the same time.