Social insights: Taking advantage of Big Data on social networks


Social

Big Data, it is this mass of data collected in all possible sectors. What defines Big Data is the volume of data collected, its variety, and the speed with which it is updated. Today, the champions of Big Data are obviously social networks, Facebook in the first place, which collects thousands of information about its users every second. This is called Social Big Data. It remains to be seen how you can use this data and what opportunities it presents for your business.

Social networks, an inexhaustible source of big data

On social networks, users provide an infinite amount of information, consciously or not. There are declarative data, those that we enter to create an account; for example, there are also data related to your behavior and your use of networks. All of this data constitutes Social Big Data and allows Facebook, for example, to know the situation, the state of mind or even the personality of its users much better than anyone around them, by following their footprint. Age, location, job, family situation, hobbies, tastes, but also a reaction to such content posted by another user or a brand are all available indicators for who wishes to use them.

That said, while collecting data is one thing, knowing how to process it is another. The major players in social networks, who tend to concentrate after successive takeovers (Google and Linkedin, Facebook and Instagram, etc.), are developing increasingly sophisticated analysis tools. They also provide API developers to customize the analysis tools according to their needs.

These tools make it possible to measure in real-time the interactions between users and posted content, their levels of engagement, by comparing them with their personal situation. They are, therefore, powerful tools for knowing the customers and prospects of a brand.

Social Insights for better customer knowledge: targeting and personalization

Collecting and analyzing user data allows you to better understand them and, therefore, better target those who will be interested in your content. It is also about being able to adapt your communication and your offer according to a given situation. The smallest change around the formulation of an offer and the population to which it is addressed can significantly impact its success. This micro-targeting is, therefore, a precious opportunity. Just like the possibility of personalizing the offer according to the knowledge of the customer. Has he already visited my site? Has he already bought or given up buying my product? Is he reactive to promotional offers, etc.?

Knowing your customers are the first step; being able to identify prospects is another equally important. Due to the campaign targeting options offered by Facebook (personalized audiences, similar audiences), you can reach people who have the same interests as your followers. For example, at this point, it is important to emphasize that the data to analyze to understand customer behavior is essentially unstructured data that does not speak for itself. The marketer needs to know what he will look for in content and interactions on social networks i.e., keywords integrated into posts, a click- through rate on integrated links, the importance of sharing, or reposting a piece of information, etc. This database can be used on the condition that you acquire Machine Learning tools combined with Artificial Intelligence.

Better evaluation of your marketing actions: influence and performance

The direct interactions allowed between the brand and the users of social networks make it possible to obtain precious information and to adjust action or speech. By extension, a brand can follow in real-time its image and the way it is perceived by its customers, its prospects, the general public, or influencers. It is, therefore, not only a question of knowing one's customers better but also of better assessing the onsequences in terms of image and popularity of one's presence on social networks.

In terms of measuring the performance of your campaigns, Social Big Data tools are fundamental. They provide you with the precise statistical impact of all your campaigns i.e., impressions, commitments, click rate, etc.

It is also helpful to identify influencers within the communities that interest you. Those who generate the most interactions and have a large number of Instagram followers within the target audiences are obviously key profiles for you. They can become leading ambassadors.

Finally, each social network has its specificity, and the performance of your digital strategy implies using these different channels wisely. The typology of social networks is fairly well defined according to general objectives (Twitter for responsiveness, Instagram for brand influence and preference, Facebook to build a relationship over time, LinkedIn for BtoB) but also objectives individuals linked to your activity.

Social Big Data, an essential skill for your marketing strategy

The opportunities offered by big social data are immense. Today social networks are undoubtedly the best-informed advertising platforms that can exist. Personalization, micro-targeting, the anticipation of reactions, performance monitoring, optimization of advertising campaigns to address the customers and prospects really concerned, are among the main assets of Social Big Data. It is also for the brand the possibility to follow its influence and what the public thinks of it in real-time and thus to manage its image and its influence better. Finally, it is the possibility of integrating the customer even more at the heart of its strategy. It is not only commercial but also product development by identifying new needs, new expectations, and being able to establish a dialogue with customers. All this requires thinking about the tools and the strategy at the same time to take advantage of Social Big Data as effectively as possible.

Improve your customer relationship and reach new prospects

You can use big data coupled with the social platform, to reach your potential followers and customers. Moreover, it helps you to improve your relationship with your customers when you know them better. Big Data will allow you to find new prospects. For Instance, on social media, it helps you to reach people who are interested in your products or services. You can even choose the adapted advertising formats and targeting options and reach like-minded people or those who might be interested in your business.