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Tapping into Social Media Data for Branding, Marketing and Business Efforts

Tapping into Social Media Data for Branding, Marketing and Business Efforts

Have you ever noticed just how much social media has changed in the past 5 years? According to the Pew Research Center (PRC) just seven percent of American adults used social media back in 2005. As of 2015 the PRC confirmed that number grew to 65 percent, which is an 829 percent increase. This is brings us closer to our topic: tapping into numbers. We’ve seen a clear shifting in focus from quantity to quality. The only “quantity” that matters today is the data behind any social media marketing strategy. Analytics. Facebook Ads. Twitter Analytics. Instagram. Pinterest. LinkedIn. Each platform has a back-door to analytics and data.

Stats by Worldometers.info reveal that 250 million blog posts, 40 million tweets and 280 million Google searches. This only confirms that using the right tools and data can help in understanding KPIs such as engagement, brand awareness and lead generation. “Going for a data-driven approach allows a business to visualize the customer journey and better equip their products or services targeted for the different social media networks”, explains UXmatters magazine. This infographic explains how to perform social listening and how to capitalize on analytics.

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Hearing Consumers Through the Social Media Din

    As it shows, there are five crucial steps: listening, integrating, analyzing, engaging, and acting. Today the ‘social media web’ works for a brand only if the brand listens to their customers and followers. And while it may be challenging as a business owner to analyze everything on your own, you can always look for help, because data is just that important.

    Word of advice: Before taking the plunge to engage use everything in your advantage. This can mean findings from reports, other studies, social experiments – anything works. Gather as much intelligence and assemble a team dedicated towards bringing customers through this channel. Because now more than ever, social media has the potential of a social sales funnel if done right. Don’t rely on just an existing audience and existing customers, instead design a real purchasing experience, from perks to gamification and loyalty programs for the community.

    Using Effective Social Media Tactics

    First off, build your brand around social devotion. In other words, respond within a reasonable timeframe, give your customers the feeling of value as a return on their own investment. Secondly, grasp well how each social channel works and what tactics are known to be successful. In a succinct report compiled by Ascend2 and Research Partners, the most effective social media tactics used seem to be:

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    • Creating compelling content
    • Posting on social networks
    • Managing website content
    • Advertising on social networks

    Creating compelling content means being great at storytelling. This helps in separating your business from the rest and achieve that sense of uniqueness. Don’t be afraid to find your own style and tone. Make your shares less in number and better in terms of quality. Respect the time of your audience. Build a website that is clean, clear and responsive, not only to your audience’s device, but also to their needs. Be generous with budgets. Larger budgets provide the ability to advertise and reach a larger audience. From Facebook to Twitter ads, sponsored posts on Instagram, LinkedIn ads and more, be ready to invest a couple of bucks on a monthly basis. For e.g., one of the rules in Google’s Partnership program is actually linked to how much a company spends on AdWords on a monthly basis.

    Case studies, exploiting the benefits of small data and unleashing the potential of social media channels

    Top platforms like Twitter and Facebook get massive traction, but they don’t always work for everyone. Instagram and Snapchat, through mobile photo-sharing and video-sharing services, have seen ‘runway’ success. Just Instagram alone, since the acquisition of its parent company Facebook, has had over 400 million active accounts and 40 billion photos shared. To learn from your competitors check out Instagram for Business, a page which provides more than 80 case studies, from worldwide brands.

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    But we’re seeing an increase in demand for local brands and small businesses. “Although big data offers companies thrilling new opportunities to learn from customer behavior and discover unknown correlations, it is important not to forget the qualitative part of consumer analysis.” says datapine Managing Partner Jakob Rehermann.“Excited by the new insights big data offers, some managers tend to blindly act based on the numbers presented to them. But equally important as the question of what is happening, is to understand why it is happening – finding the cause of the relationship. SMEs have realized this and have successively started including smaller, more detailed datasets in their analyses, which they can explore in-depth”.

    Two other platforms worth mentioning are Pinterest and LinkedIn. With Pinterest shifting and changing the way social e-commerce works for businesses, it seems 75% of Pins comes from businesses and a remaining 25% from users. This Pinterest business blog post reveals just how much business potential the platform has for startups and SMEs in particular.

    Separately, LinkedIn has become a vibrant professional social network. As Socialbakers explains, LinkedIn isn’t just a social channel to connect employers to potential employees, but also a great way to gather professionals in one place, create groups, pages and content that reflect the brand’s mission, vision and voice. With the way groups work, LinkedIn offers the perfect environment for customer support, community growth and brand development.

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    Takeaways

    Social media channels are on a constant move in terms of communication, behavior and interaction, which brings us to the way a brand can be up to date with chances and shifts. Only by gathering data and analyzing it can a brand understand the history behind its successes and failures. Data can reveal old patterns and predict future ones, provide a deeper understanding of causal relationships and effects, as well as identify potential associations between variables. Even Twitter started providing standard reports on audience demographics, which demonstrates that once a brand forms and grows an audience, the next step for business growth is to analyze and explore it. q.e.d.

    Featured photo credit: Victor Hanacek via picjumbo.com

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    Anthony Carranza

    Multilingual writer and journalist covering all things technology and productivity.

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    Published on September 16, 2020

    12 Practical Interview Skills to Help You Land Your Dream Job

    12 Practical Interview Skills to Help You Land Your Dream Job

    Today, with many companies going remote—at least until there’s a COVID-19 vaccine—technical proficiency is a vital skill for every interviewee to master. You may be asked to interview for a job on Zoom or Microsoft Teams. The way you handle yourself in the online interview (your interview skills) will say much about your ability to work from home efficiently.

    Does your workspace look clean or cluttered? Is the area free from noise? Is your home office well lit?

    Once hired, you may be asked to organize meetings on Zoom and other platforms. Along with mastering the technology, you will have to learn to follow certain protocols.

    Now is the time to get up to speed on your technical skills. Learn which interview skills are needed for the particular job for which you are applying and practice them.

    Online learning sites, such as LinkedIn Learning and Udemy, offer courses for free or a nominal membership fee. If you are a DIY type, make use of training videos offered through your particular digital tools.

    Additionally, demonstrating that you have these 12 interview skills will help you land your dream job.

    1. Organization

    When you work in a brick-and-mortar office, some of the organizing is left to others. Your direct supervisor may host a Monday morning quarterback meeting where each worker reports on the progress on their tasks.

    When you work from home, much of the organizing will be left up to you. To a much greater extent than before, you will need to develop a schedule and stick to it. Some tasks may be faster to complete from your home office where you don’t have other workers competing for your attention.

    Conversely, you may find that some tasks that would have gone quickly in an office seem to take forever from your home computer. Your phone may ring a lot, which can distract you, or you may have kids and a spouse who inadvertently disrupt your schedule.

    To do: Set a schedule and stick to it.

    To discuss during your interview: Be specific. Point to the interview skill you utilized to create a schedule for a complex work project and followed it.

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    2. Flexibility

    You set a schedule for the completion of your tasks, but your prospective boss gets their work done between the hours of 2:00 and 8:00 a.m. Your West Coast partners are three hours behind your East Coast partners, and one of your partners lives in England while another lives in Australia.

    Feedback and collaboration (see point 3) may need to happen asynchronously. Be the flexible candidate—the person who is willing to occasionally disrupt their schedule for the greater good of the team.

    For extra credit: don’t just look up time zones, look up whether they observe Daylight Savings Time.

    To do: Be flexible about meeting times.

    To discuss during your interview: Highlight a time when you worked on a team where members lived in different time zones. Discuss your processes.

    3. Collaboration

    As recently as six months ago, before the pandemic raged around the world, collaboration wasn’t quite as essential as it is today. In a remote office setting, collaboration doesn’t just mean working well with others—but actually sharing documents and editing them online on time.

    Several cloud-based tools, such as Google Drive, Basecamp, and Trello, enable the type of collaborative teamwork that most companies want today.

    To do: Download the correct software and practice using it.

    To discuss during your interview: Discuss how you worked remotely with a group. Share how you overcame certain challenges.

    4. Poise

    Murphy’s Law states, “Anything that can go wrong will go wrong.”

    When things do go awry, keeping your wits about you will demonstrate your consummate professionalism under fire. This will show your future bosses that you will be able to work well under the pressures of remote work.

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    What could go wrong, you ask? You might be muted without realizing it—your Internet connection may not be robust, your headphones may blip out, your cellphone may ring, Zoom could have an outage. The list goes on and on.

    To do: Make sure you have the most up-to-date versions of Skype and Zoom uploaded.

    To discuss during your interview: Consider highlighting a time when a project did not go as planned. Demonstrate the interview skills that allowed you to rise to the challenge.

    5. Communication

    Your ability to handle online communication is one of the top critical skills you will need to thrive in today’s remote workplace. Download Slack if you haven’t already. Get used to toggling to a different form of online communication if one of your tools fails.

    When it comes to the preferred format for your online interview, demonstrate proficiency by offering several different options. Give your phone number, Google Chat Hangouts name, and Skype ID.

    To do: Familiarize yourself with video conference and online chat tools, such as Slack, Fleep, or Workplace by Facebook.

    To discuss during your interview: Be prepared to share the online communication tools you’re using and examples of how you use each one.

    6. Good Computer Hygiene

    Setting up a backup system for your computer files is one of today’s crucial requirements for working in the digital age. Storing documents that can be shared by team members is also an efficient way to work together on presentations, articles, and reports—although studies show nearly one-third of employees avoid them because of the time it takes to find documents.

    Be prepared in your interview to indicate your experience utilizing this technology, describing how you organize and store files using cloud-based collaboration tools. How do you keep track of links and tabs? Do you use Dropbox? Google Docs? Confluence? Others?

    To do: Take inventory of the cloud-based document sharing and storage systems you know and use.

    To discuss during your interview: Describe the document sharing tools and backup systems you utilize—both for personal protection and professional file sharing.

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    7. Proper Meeting Etiquette

    Today, presenting yourself virtually has its pros and cons. While you only have to show a professional persona from the waist up (make sure to straighten up your office space behind you), you must boost your energy to show that you’re engaged in the discussion.

    Make your voice as upbeat as possible. Have your talking points at the ready and be careful not to ramble on, as long virtual meetings easily become tiresome. Use the mute and chat features to avoid interruptions.

    To do: Once you know the meeting platform, make sure you have it mastered before your interview.

    To discuss during your interview: Offer to share your screen to show an example of a work project— while at the same time demonstrating your prowess with video conferencing tools.

    8. Respecting Feedback

    In the age of working remotely, there may not be as many systems in place to obtain feedback (such as yearly performance reviews). Workers may need to ask for feedback, while managers may need to give more feedback than usual as the team adjusts to working off-site. Respecting feedback is on top of the interview skills list that you should learn.

    Taking a proactive approach with giving and receiving feedback and incorporating it into your work style is a desirable quality that your employers will note.

    To do: Reflect on the positive feedback you’ve received from past employers to bolster your confidence.

    To discuss during your interview: Share a time when you received feedback that made you grow in the job. If you’re a manager, share a time when you gave feedback to an employee who needed to better their job performance.

    9. Project Management

    Staying on task with projects has evolved far past a to-do list, with electronic tools that can track time, manage team workloads, and even do the client billing. While your prospective employer may have its preferred project management program, your experience with any of the various options—whether it’s Basecamp, Teamwork, Smartsheet, or another—will be applicable.

    To do: Know which project management software is likely to be used by the industry in which you’re interviewing, and familiarize yourself with its features.

    To discuss during your interview: Highlight a project management feature that is particularly useful in helping you excel in your work, and explain how you utilize it.

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    10. Staying up to Speed

    Employers expect their remote workers to be technically proficient so that technology runs smoothly and doesn’t create work disruptions. Bosses count on remote workers to know enough about their systems to manage them without relying on the help of overworked IT staff.

    To do: Make sure you have a fast internet connection and have a back-up plan, such as a second computer or other tethered devices.

    To discuss during your interview: Note that you are diligent about keeping your computer and software up to date.

    11. Attention to Cybersecurity Issues

    “Virus” is a loaded term these days. Spreading a computer virus in your company, however, will not only bring productivity to a halt, but it will also make you a pariah. While working from public places using free Wi-Fi (with uneven security provisions) has waned, in pre-pandemic times, coffee shops accounted for 62 percent of Wi-Fi security breaches.

    To do: Keep antivirus software updated and don’t download software without verifying its authenticity.

    To discuss during your interview: Emphasize your awareness of cybersecurity risks and your care in taking necessary safety measures.

    12. Teamwork

    Work relationships now mostly happen in virtual settings, yet employers value team-oriented workers.

    Being a part of a team gives you a sense of connection and shared purpose. A well-honed team understands how mutual reliance makes the sum of its parts greater than when individuals act on their own, improving the end product.

    To do: Take stock of your attributes as a team player and where you can cultivate skills that will enable you to work more collaboratively.

    To discuss during your interview: Inquire about the company’s culture and how it encourages a sense of community despite working remotely.

    Final Thoughts

    Preparing for remote positions available in today’s job market will mean honing your interview skills to highlight your technical abilities as well as your adaptability. By adhering to these To-Do’s and perfecting your online interview skills and charisma, you will rise above the competition and win over any prospective employer.

    More Tips to Improve Your Interview Skills

    Featured photo credit: Christina @ wocintechchat.com via unsplash.com

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