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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 October 16, 2019

    How to Bounce Back Gracefully After Getting Fired

    How to Bounce Back Gracefully After Getting Fired

    Whether you saw it coming or not, getting fired is a real shock and its impact is daunting. What did you do wrong? What are you supposed to do next? When will you stop feeling so angry?

    But there are ways to deal with a layoff.

    The most important thing is to remain calm and see it as an opportunity to reflect, change and improve. This is a great time to consider what happened, look again at your needs and desires and start afresh on a stronger, more constructive basis.

    Let’s take a look at how you can bounce back gracefully after getting fired.

    1. Deal with the Shock of Getting Fired

    To lose your job is to lose your identity as a worker and as a person. Debbie Mandel, author of Addicted to Stress, states that 7 out of 10 of us define ourselves by our job titles, since work is where we spend the majority of our time and energy.

    Being laid off affronts your sense of self-worth—it implies that you simply are not good enough. It’s no wonder you feel confused and emotional.

    The first thing, then, is to take some time to digest what happened and deal with the overflow of sensations. People who quickly recover from the pain of a job loss tend to do two things very well:

    First, they accept their feelings of sadness, anger, fear and shame as a part of the natural healing process.

    Second, they do their complaining to a friend.

    Never call out your boss in the office or on social media. It’s a bad form to speak ill of the company you work for. Stay stylish, and your employer will speak better of you when you need a reference.

    2. Stay Away from the Drama Queens

    Mass layoffs are, unfortunately, very common. If this is your situation, then you may be surrounded by a lot of angry people, ruminating and lamenting their fate.

    “It’s not fair!” they say. “After everything we did for this company! We don’t deserve this!”

    You’ve lost your job and that’s tough. But please resist the urge to join in the negativity. Positivity is by far the most important attitude to apply right now. If staying upbeat means you have to limit your exposure to the Negative Nellies, then that’s what you have to do.

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    Remember, life is not harder for you than it is for other people on this planet. You live in a democracy, you have freedom of choice and you enjoy a certain material abundance.

    Stay positive and focus on what’s going well in your life and the exciting future opportunities available to you. Getting fired is only a temporary setback.

    Staying positing could be challenging in a difficult situation, so these tips can help:

    10 Questions To Ask Yourself To Stay Positive When Facing Difficulties

    3. Take a Break and Let the Dust Settle

    Instead of running straight into another job that may not be the right one either, take a short break to recover from the job loss. You need a week or two to de-stress and meditate on the next step.

    Be attentive to your need for self-care during this interlude. Everything goes so fast these days that we often do not stop to think or give ourselves the permission to do a little mourning.

    Getting fired is a big shock: you need time to refocus and take stock of the new reality. Do not make things harder for yourself!

    What you need is to pause a while and do some self reflection:

    How Self-Reflection Gives You a Happier and More Successful Life

    4. Be Anchored in the Present

    Since you no longer have a hold on the past, but have not yet designed your future, try to build yourself up with the present. What do we mean by that?

    We mean that right now is the only time you have any control over. Focus on that instead of losing yourself in memories or reliving the awful day you got fired over and over in your head.

    Get up at 7 a.m. each day, whatever happens. The body needs rhythm and habits. You will feel much more energized if you keep a consistent routine. Maintain a healthy lifestyle, revisit your budget, play sports, volunteer. Take care of the practical stuff like claiming unemployment. Enjoy the small pleasures of everyday life.

    When you’re busy, there’s no room for the inner critic to raise up and derail you. Keep active, and you will gain more of the precious energy you need so much to move forward.

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    Try these things to help you live in the moment:

    34 Ways To Live in the Moment And Grow in the Moment

    5. Understand the “Why”

    There are lots of reasons why people are fired. Sometimes the mistake is yours and it’s embarrassing to admit you backed yourself into this corner.

    Other times, it’s not your fault. Businesses change direction all the time—maybe yours is going through a major transition or merger and your job is disappearing.

    Either way, to give the situation some closure, you need to understand why you were dismissed. What slipped? What could you have done differently? Was your boss really out to get you or did you do something to put your job in jeopardy?

    Be honest with yourself. It’s not easy to admit that you might have dropped the ball but it’s the only way to turn the situation into a learning experience. Ask yourself:

    What skills do you need to improve?

    Is there training you can access, or learning you can do?

    In the end, did this job suit you that much? Were you happy there?

    Reflecting on these questions can help you put things into perspective. What lessons can you learn to avoid reproducing the same pattern in your next job?

    6. Find out If You Were the Right Fit

    Hiring decisions ultimately come down to personality. You can study for an interview all you like, but every candidate who is chosen for interview has the right credentials for the job.

    The final decision comes down to personality. Who does the recruiter like the best? Who is a better fit for the company culture? That’s the person who strikes it lucky.

    Firing decisions are based on personality, too. Slacking off, insubordination and playing fast and loose with the company rules—these are the official reasons why people are getting fired.

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    But all of these reasons boil down to one thing: personality. Specifically, they signal a personality clash between an employee and a manager, or an employee’s fit with the company’s culture.

    Here’s an example:

    Suppose you were fired for “not being a team player.” Some people, namely introverts, lose energy when they are surrounded by other people and gain energy when they are on their own. Forcing an introvert to continuously work on a busy, noisy team without any solitary rest periods means the job is a mission impossible. This employee will never perform at her best.

    Or how about the time the Kansas City Star newspaper fired Walt Disney for a perceived lack of imagination? Talk about a clash of personalities![1]

    Getting fired can be a signal to turn inward and do some self-reflection so you can better understand your personality and how it might fit in with corporate culture.

    In particular, personality assessments based on Isabel Briggs Myers’ sixteen personality types can help you to understand your own work style and how you can find a job and workplace that better match who you truly are.

    In many cases, it is totally liberating to realize that all the crap you had to deal with was just down to a clash of work styles and not something you did wrong!

    7. Rediscover Your Strengths and Talents

    A personality test can also give you clear insights into your strengths, weaknesses, motivations and work potential. Do you have leadership abilities? How do you communicate and manage conflict? What benefits do you add to an organization?

    Identifying your working style should be your top priority right now, otherwise you risk accepting a new position that has all the same problems as before. The last thing you want is to reproduce the same old dramas the next time around.

    When you become aware of your potential, you will have the confidence to search and find the type of work you love.

    For example, getting fired from your banking job may have knocked you sideways. But you have some stellar home decorating skills, and a personality test shows that you are curious, flexible, rational and resilient—all the traits of successful entrepreneurs. Maybe this dismissal is an opportunity to launch the business you’ve always dreamed of but never dared to admit to yourself?

    By considering all your special skills and talents, you increase your chances of finding a job you would really enjoy, and not just the one you can do.

    8. Get the Word Out

    At this point, you should be ready to take action and move forward with your job search. Let’s not sugarcoat the situation: getting a new job is tough. It helps to have a clear idea of the direction you want to go in, a list of all your crossover skills and a freshly polished resume.

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    Look around for inspiration. Talk to recruiters in your sector to establish what they consider to be your most valuable skills. Use all the resources at your disposal: job search agencies, headhunters, work coaches, careers websites and so on. These resources can help you match your qualifications to the job requirements and ensure you have the right keywords on your resume.

    Don’t hold back on marshaling your networks. Put friends and family to work to pop up leads, and don’t be afraid to ask for referrals. Sometimes the simple act of getting the word out to the people who know you is the surest way to find work fast.

    9. Anticipate Questions and Know How to Answer Them

    Even if it wasn’t your fault, getting fired can hurt you if you don’t know how to explain why you were let go. You have to be honest here and tell recruiters the truth. Even if a would-be employer does not specifically ask why you left your previous job, it is better to clarify the situation upfront before it comes out in your references.

    The best approach is to take your share of responsibility and show that you want to go forward and that you understand the lesson.

    For example, suppose you got fired for asking the difficult questions that no one wanted to answer and your candidness set people on edge. Acknowledge that some people perceive your communication style as abrupt and explain how you’re taking steps to increase your diplomacy skills.

    A recruiter can be seduced by someone who knows how to evolve and who shows a great energy for personal development.

    10. Adapt and Persist

    Throughout this journey, you inevitably will go through moments of self-doubt and disappointment. There are undulations in every road, and these are the normal steps for regaining self-confidence after getting fired.

    Stay tough! Don’t conclude that your future is hopeless just because the dream job doesn’t land straightaway. You open a positive path when you maintain focus. Have the confidence to know that the perfect job for you is out there.

    Remember, you are not alone. Many people walked this road and they would urge you to keep the momentum. Stay open-minded and go where the opportunities take you: it will bring you closer to the job you really want.

    Coming Out on Top

    While getting fired isn’t the ideal situation, it isn’t the end of the world either. Even if feels like a doozy right now, you will get through it and emerge happier on the other side.

    Be clear on what you want, have courage and believe in yourself. In the end, you may decide that getting fired was the best thing that ever happened to you. It can be the catalyst for a powerful, career-fulfilling change.

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    Featured photo credit: Jesus Kiteque via unsplash.com

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