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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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    Last Updated on March 31, 2020

    How to Use Visual Learning to Work More Effectively

    How to Use Visual Learning to Work More Effectively

    Knowledge is essential to become successful in life, your career and your business. Without learning new concepts and becoming proficient in our craft, we cannot excel in our chosen careers or archive knowledge to pass down to the next generation.

    But content comes in various forms, and because how we learn influences how much we know, we need to talk about learning styles. This article will focus on how to utilize visual learning to boost your career or business.

    The Importance of Knowing Your Learning Style

    Knowing your learning style enables you to process new information to the best of your ability. Not only does it reduce your learning curve, you’re able to communicate these same concepts to others effectively.

    But it all starts when you’re able to first identify the best way you learn.

    As a college student, I soon figured out that taking online courses without visual aids or having an instructor in front of me led to poor retention of concepts.

    Sure, I got good grades and performed excellently in my online exams. However. I discovered that I couldn’t maintain this performance level because I forgot 80 percent of the course content by the end of the semester.

    There are several types of learning styles known to mankind. To give an idea of how visual learning stacks up against other learning styles, here’s a brief mention of some of the different types of learning styles we have.

    The four most popular types of learning styles are:

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    • Visual learning style (what this article talks about).
    • Aural or auditory learning style (learning by listening to information presented).
    • Verbal or linguistic learning style (learning that involves speech and writing).
    • Tactile learning style (learning by touching and doing)

    But for the purposes of this article, we will be focusing on using visual learning to boost your career or business.

    How to Know If You’re a Visual Learner?

    When it comes to boosting your career, business (or education), a visual learner is one who would most definitely choose shapes, images, symbols, or reading over auditory messages.

    I’m talking about preferring to read an actual map when navigating to a new place over listening to verbal directions. I’m talking about discovering that you actually have trouble remembering what your manager said at the meeting because there were no graphs or illustrations to support the points raised.

    Most people who struggle with learning probably aren’t leveraging their best learning styles. The earlier you identify how your learning style can boost your success, the less struggle you will encounter with processing new information throughout your career.

    However, visual learning in particular CAN 10x your career or business whether it is your preferred learning style or not. And here’s why:

    Several studies have arrived at the conclusion that the brain retains more information with the help of visual aids. In other words, images are directly processed by our long-term memory which helps us store information for longer periods of time.[1]

    While some lessons can be performed orally, several concepts can only make sense if you have an image with an explanation of sequences (i.e learning about the human DNA).

    Visual learning does use a different part of the brain and visual cues are processed by the part of the brain known as the occipital lobe.

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    By engaging more parts of the brain during learning, you’re able to have a fuller understanding of concepts and facilitate better interaction with your immediate environment.

    How to Use Visual Learning for Success

    Here’re 4 ways to use visual learning to boost your career or business:

    1. Bring back the to-do list. Then add shapes and colors to boost productivity.

    We live in an age where computers have taken over virtually every aspect of productivity and most human functions. But written lists are making a comeback, and with an endless number of important tasks to complete, having a to-do list of tasks in order of importance can improve your productivity.

    While coming up with a list is initially challenging, adding colors and shapes to written lists that you personally write and manage gives you an extra layer of assurance and boosts aids recall so that you actually get stuff done.

    I have tried this technique in my work as a registered nurse and discovered that adding shapes and colors to to-do lists helps me delegate tasks, recognize where more work is needed, and makes it easy to cross off completed tasks at the end of the day.

    2. Add graphs, charts and symbols to your reports.

    Yes, it seems like more work cut out for you. However, graphs enable you monitor the heartbeat of your business.

    Graphs and charts help you trend your finances, budget, and pretty much any data overtime. With the help of free and premium software available on the market, it has become easier to take plain data and in a matter of seconds, have relevant information displayed in different shapes and images.

    As an entrepreneur, you can make predictions and allocate funds wisely when you’re able to see whether your efforts are rewarded. You can use colors and charts to delegate actions to members of your team and track performance at the same time.

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    And when broken down into monthly, quarterly, bi-annual or annual goals, graphs and charts communicate what ordinary text cannot.

    3. Effectively brainstorm with mind-mapping.

    Mind-mapping is not new but I don’t think it’s been talked about as often as we do to-do lists.

    With mind mapping, you’re organizing information accurately and drawing relationships between concepts and pieces from a whole.

    Think of a mind map as a tree with several branches. For example, the tree can symbolize healthcare while each branch stands for nursing, medicine, laboratory science, and so on. When you look at nursing, you can further branch out into types of nursing; pediatric, women’s health, critical care, and so on.

    It’s an interesting relationship; the more ideas you’re able to come up with for your chosen subject, the deeper you get and the stronger the association.

    Mind maps really show you relationships between subjects and topics, and simplifies processes that might seem complicated at first glance. In a way, it is like a graphical representation of facts presented in a simple, visual format.

    Mind mapping isn’t only limited to career professionals; business owners can benefit from mind mapping by organizing their online learning activities and breaking down complex tasks into simple actions so that you can accurately measure productivity.

    4. Add video streaming to meetings.

    What if you could double the productivity of your team members by video streaming your meetings or adding flash animation to your presentation at the same time?

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    When you offer video as an alternative method of processing information to colleagues, there is a greater chance of retaining information because we recreate these stories into images in our minds.

    For organizations that hold virtual meetings, it can also be an effective way to enhance performance during if people can see their colleagues in addition to flash animation or whatever form of video is provided during the meeting.

    Is Visual Learning Better Than Other Learning Styles?

    No, that is not the point. The goal here is to supplement your existing dominant learning style with visual learning so that you can experience a significant boost in how you process and use everyday information.

    You might discover that understanding scientific concepts are much easier after incorporating visual learning or that you’re able to understand your organization’s value when projected on a visual screen with charts and graphs.

    The overall goal is to always be learning and to continue to leverage visual learning style in your career and business.

    More About Learning Styles

    Featured photo credit: Unsplash via unsplash.com

    Reference

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