What Are Social Media Insights? - A Complete Guide
Social media, although easy to use, is also complex. However, once a brand gets the hold of social media, how it works and everything related, it can prove to be beneficial for a company.
But how can brands make the most of social media? They can do so by tracking their brand’s social media pages, gathering data on them, and then using that data to take action. And this process is called Social media insights.
According to a study done by some members of Georgia University,
“Because of the large number of users on social media, it produces a lot of data which is in large volume and varied.”
And social media insights are how you use this data to grow your brand’s online presence among the 5.04 billion social media users. This blog will be your complete guide to what are social media insights, and how to make use of them. Stay connected until the end.
Table of Contents
What are Social Media Insights?
Are Social Media Analytics and Social Media Insights the same?
Though social media analytics and insights work to gather data about your brand’s social media page and performance, they are not quite the same.
Social media analytics is collecting, measuring, and studying the data from your brand’s social media like its engagements, reach, call to action, and click per post. Analytics mostly focus on quantifying the data and measuring the performance of the page.
On the other hand, social media insights are what comes after we gather the data,
Social media insights study the data, form patterns, find out trends, and use it to improve the brand’s social media strategy. It helps the brand understand what’s working and what’s not, find the reason behind it, and work on it based on the findings.
But even though both of them are different, you can still use Social media analytics and social media insights together to get the best results.
For instance, Novotel is a French hotel brand and with just one year of working with Synthesio, a media monitoring company, the brand’s positive feedback grew by 55%.
What are the Benefits of Social Media Insights?
Every 9 out of 10 internet users use Social media, which makes social media a very important tool for the marketing of a brand. It is important to maintain a social media page for our brand.
Social media insights are more than just taking action, it is knowing where your page is lacking, prospecting where you could improve in the future, and working on that.
1. Understanding your Audience: Social media Insights lets you understand your data better. It lets you look into their demographics, interests, and behavior of them, understand them better and work on posting content that they will like.
2. Tracking Your Social Performance: Social media insights let you track how your brand is doing on social media, identify what’s working, and what’s not, and work on it.
3. Analyze your Competitors: For you to be better than your competitors, you have to know them first. You have to know what they post, how they post, what their relation with the customers, and what they have that you don’t have. Compare your social media presence with theirs and take action with that data.
4. Return on Investment (ROI): You can find out what your brand’s social media is worth in terms of money through the rates of its customer’s conversion, money spent on promotions, and getting a customer and comparing it against the benefits you are getting from it.
5. Content Preference: Social media insights helps you understand the kind of content that your audience likes by going through the posts on your social media and comparing it with the kind of posts your competitors post. 70% of customers find real and relatable posts better than no sense, high quality posts.
6. Feedback: With social media insights, you can get feedback on your brand’s social media account and its content strategy from time to time, which keeps you updated on how your social media account is doing, and how you can better it.
7. Crisis Handling: Social media insights can help you handle crises by keeping an eye out on your brand’s online presence for any negative feedback or reviews and then working to resolve those complaints before they become a big problem.
How do Social Media Insights Work?
Social media insights function by gathering information regarding a particular brand, understanding its audience and page, and then making choices that will let it adapt to social media and grow.
1. Gathers Data: This first step is done through the collection of information from social media about a brand like their social page status, popularity, audience and much more.
2. Analyses Data: Upon having gathered all of the data, the next thing to do is to scan and go through it so as to understand what to do next.
3. Generates Insights: Based on the analysis, brands can then generate insights to tell them how to take an action on the data that they have gathered.
4. Make a Decision: Brands can then use these insights to make a decision about their social media strategy like working on the content, targeting niche audience segments, or adjusting their posting schedules. For example, according to Forbes, small and bite sized videos are 2.5 times more shareable and interesting than longer videos.
How to Use Social Media Insights?
Now that we know what social media insights are, we also need to learn how we can use them in the most efficient manner for a brand’s social media to grow.
1. Set Your Goals: The first thing to do before using social media insights is to set a clear goal on what you want with it, like do you simply want to grow your brand’s social media page, increase its reach, create awareness or build a community.
2. Choose Measures to Reach that Goal: After you have set a goal for your brand’s social media, decide how you would like to reach that goal. You can make use of the key performance indicators or KPIs like the customer engagement rate, reach, CTAs and more.
3. Know your Audience: A brand’s audience is the most important part of its social media because its social media account is to serve that audience. So you need to know your audience’s demographics, where they are from, and what they like so you understand and serve them better.
4. Competitor Analysis: Find out everything you can about your brand’s competitors’ social media page. Compare how your social media is doing there, find out where you’re strong, and where you’re lagging and work on it accordingly.
5. Measure Your Performance: You have to always keep measuring your brand’s social media performance at regular periods to find out what is working , what is not and what kind of content your brand’s social media needs to push out.
Locobuzz for Social Media Insights
Locobuzz is a social listening tool that provides social media insights and analytics for brands. It helps brands understand how social media works, and their social media presence, so they can understand their audience, find out what’s lagging in their strategy, and work on it.
How Locobuzz works:
Monitoring Brand: Locobuzz helps you monitor your brand’s social presence by providing you with its social media analytics, mentions, reviews, and competitors, and finding out what your audience thinks about your brand.
Measures Campaigns: It is important to keep measuring your social media campaign’s performance, even after it is launched. Locobuzz lets you track the performance of your social media campaigns by its reach, engagement, and click rates.
Reporting and Visualization: Locobuzz offers detailed dashboards and reports that visually present the insights. These can be customized to focus on specific metrics or KPIs that are most relevant to the business.
Customer Engagement: Beyond just analytics, Locobuzz also facilitates engagement with customers. It can automate responses to common queries and direct more complex issues to human agents.
Don't just post content, understand and engage with your audience!
Case Study: Britannia's Croissant Pronunciation Expert
Britannia is an Indian bakery company who are known for their cakes and biscuits. They have recently launched their new product into the Indian markets- Croissants. And to promote the croissants, they needed a marketing strategy that was fun and involved their customers.
While researching for the data and needs, the company’s marketing team found out that people often mispronounced croissants, and there were also online discussions happening around it. So, Britannia turned this knowledge into a brand campaign called Britannia’s Croissant Pronunciation Expert with an advertising agency called Youngun.
Britannia’s Strategy
With that, Britannia decided to launch a tongue-in-cheek social media campaign called Croissant Pronunciation Expert. They announced an internship where its audience could compete to become Britannia’s official Croissant Pronunciation Expert and earn 3 lakhs rupees. People then submitted videos of themselves pronouncing croissants in different ways.
What was the Result?
Britannia’s Croissant Pronunciation Expert campaign turned out to be a huge hit, with over 9 million audience participation.
While people had fun participating, Britannia received tons of free publicity for its brand and the campaign also helped them to increase the brand awareness for their croissants.
