Stop Listening and Start Thinking | via whatworkswhere.com


Social Data…

social_data_Image
Social Data is currently the fastest growing discipline in Social Media Marketing. Many brands have embraced ‘Social Listening’ (the process of capturing conversations from the social media). So why am I now telling you to stop listening? Simple, I want you to get value from the mass of social data out there and not just do it for the sake of it.

Using Social Listening platforms alone will never give you valuable audience insights, measure the performance of a campaign or identify relevant influencers. At best it will give you a pretty dashboard that uses very basic segmentation to present the data. The real power of social data comes from manual analysis. In fact I’m a firm believer in the 80/20 rule (80% manual analysis / 20% tool) when it comes to this social data.

Defining what you want you want from social data is mandatory. Listening for brand or product mentions without an objective is a complete waste of time.

Stop and think about what you want from the data. For example do you want audience insights to inform a strategy or do you want data to populate a campaign performance dashboard?

Now consider that what you put into these social listening systems directly impacts the quality of data returned. This sounds obvious but you would be surprised by the number of social media and marketing professionals who don’t invest time in this step. You need to create keyword taxonomies that will allow you capture the correct conversations. You also need to go through a data quality testing process. Create, test and optimise. I can’t think of one project when my team have been happy with the data returned on the first attempt. Invest in this process it’s worth it.

Once you’re satisfied with the data returned it’s time to slice and dice it. This is virtually impossible within the popular social listening platforms. Real analysis can usually only be carried out on the raw data. So export it into a format you can work with. Most analysis and data modelling can be carried out in an excel spreadsheet.

Even when you just want to understand something as basic as the sentiment around your brand online, I recommend you don’t rely on the what the listening tool tells you. Take sample set and conduct a quick manual analysis and you’ll discover that  these tools cannot accurately measure sentiment. You will need to export and tag the data yourself.

If you are starting to think this sounds like a job for a social data specialist and not the marketing team, you would be correct. Even traditional data specialists struggle with social data. It’s not binary it’s analysis of human conversations and all the linguistic complexities that go with that.

I don’t want this to scare anyone away from social data. I just want you to think about what you could be achieving. Social Data offers brands powerful audience insights when you treat it with the respect it deserves.

What can you achieve when your social data is the hands of a specialist?

How about a user journey that maps your customers experience of your brand, product or service against every touch point and then identifies their key complaints or compliments and how influential these people are. My team at Ogilvy produced this for a client this year. It’s possible when you know what you’re doing.

Social data is powerful take the time to stop and think about it seriously.

For more content on Social Data please refer to this new article ‘A Lesson in Social Data for Brands: Expression vs. Intention

About the author

Kohlben Vodden has written 69 articles for WhatWorksWhere.com

Head of Social Media & Content Strategy @ #Ogilvy London + Editor of @whatworkswhere – Social Media Blog.
Connect on LinkedIn: http://goo.gl/6Qv4b

Etiquetado:, , , , , , ,

Cruces, Sol y La Imaginación

Cuando la imaginación y la creatividad suman infinito

MarketingActivo

el mundo del marketing se activa para ti

tranquicomix

fanzine bejarano de historietas hecho en los 80

A Stairway To Fashion

contact: ralucastoica23@gmail.com

Vinod833's Blog

This WordPress.com site is the bee's knees

Apasionada de las Redes Sociales

Compartir conocimientos 2.0 y Marketing Online

Zona de Promesas

Tecnología - Internet - Redes Sociales - Entrepreneurship - Música - Economía - Innovación

Top Master | Blog

LOS PROGRAMAS DE MBA Y POSTGRADO MAS INFLUYENTES DE TODO EL MUNDO

La realidad alterna

Diario de sueños, cuentos, poesías y una novela en proceso

TechCrunch

Startup and Technology News

Unencumbered by Facts

Taking unsubstantiation to new levels

Carlos Cordero

Blog de tecnología

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions

TEA PTLS NACHO

AUTISMO.TEA..PTLS

Comunicación & Marketing

De Lilian Lanzieri

Xtratexia

Dirección estratégica para la vida

Silvia Altamirano

An editorial designer that writes

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site

Matt on Not-WordPress

Stuff and things.

BLOGTEC

Noticias de Tecnologia.

Talento en Expansión

Tendencias y Mejores Prácticas en la Gestión de Personas de la Empresa 2.0

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Escuela de Dinero

El mejor Sitio en Español sobre lo básico para entender el Dinero y sus matemáticas relacionadas.

Intentando dejar huella...

...en cada uno de los visitantes

Ideas Para la Clase.com

Portafolio de experiencias en la clase de español para Middle School.

littlegreybox

Travel & Lifestyle Blog

déborah rueda

Un sitio más pero diferente sobre marketing on line

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea

Marketing, publicidad, web y negocios

Social Media y más

Social Media, Redes Sociales, Marketing, SEO

The Coaching Alliance

El camino hacia el éxito

Luces y sombras de las marcas

Social Media, Marketing y Comunicación

CNN en Español: Ultimas Noticias de Estados Unidos, Latinoamérica y el Mundo, Opinión y Videos

Ultimas Noticias de Estados Unidos, Latinoamérica y el Mundo, Opinión y Videos

Javier GM Photography - México y más.

“Un fotógrafo tiene que ser auténtico y en su obra, debe expresar emociones, provocar reacciones y despertar pasiones.” ~ Javier García-Moreno E.

Natalia Gómez del Pozuelo

Experta en comunicación y oratoria

aloyn

Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción

Mashamour

Ensalada de Manjares

Infographic List

For those who love Infographics - www.infographiclist.com

Seguir

Recibe cada nueva publicación en tu buzón de correo electrónico.

Únete a otros 5.662 seguidores

A %d blogueros les gusta esto: