Zuzanna Pasierbinska-Wilson, VP of Marketing at DataSift, explains how brands can arm themselves with a deeper understanding of their market, current customers and future customers, to skillfully engage with their target audience on the customer’s social turf. Providing a detailed look at how consumers engage on Facebook, Snapchat, Tumblr and Instagram she argues it makes sense to examine which consumers are spending time on which platforms —and how they are spending their “digital” time.
The average user spends 1.72 hours per day on social platforms. What social networks are your target consumers spending their time on? Here are four social platforms that are changing the consumer social landscape:
When it comes to deriving actionable information from Facebook, marketers have a couple of options. Facebook Atlas, for example, allows consumers to establish their identity through opt-in/log-in, accounting for consumer cross-device and cross-channel activity. DataSift’s partnership with Facebook, for anonymous and aggregated Facebook topic data, shows marketers what audiences are saying on Facebook about particular brands – all in a way that keeps personal information private. Marketers can use this anonymized and aggregated data to spot trends, patterns and insights, i.e., a holistic view of their target audience.
Unlike Facebook (which allows marketers to glean user insights), interactions on Snapchat are more difficult for marketers to analyze: Snapchat does not have significant third party analytics tools that can measure content performance. This means marketers need to analyze data manually (number of people who opened snap, number of people who took a screenshot of specific content, number of people who responded with a direct message).
Tumblr is designed for share-worthy content; funny posts or informational images can be shared to maximize reach. Marketers can examine the engagement of their posts, track their follower growth and identify their brand’s influencers. HBO’s Game of Thrones, for example, invites viewers to post on the show’s Tumblr page, to respond to a particular character or storyline. HBO can then use viewer contributions to promote the show on other social media outlets.
Instagram allots 150 characters in your profile for a quick blurb about your business. Marketers can also use brand hashtags to build their branding efforts. Marketers can also use a link in their account bio to connect to a landing page that holds the same posts they place on Instagram. This allows them to source leads, collect entries for a giveaway, gain blog subscribers, etc.
For all of these networks, brands can “listen” to what their target customers are saying about specific product features, brand attributes or “wish list” items. Armed with a deeper understanding of their market brands can then skillfully engage with their target audience on the customer’s social turf, building a reciprocal relationship in the process.
You can find the original post on Adweek Social Times.