Dealing with social media analytics is a tough job (even for a Data Junkie), but moving beyond that is even harder. How do you correlate all the metrics with your overall business goals? How do you create value?
The best social media professionals to achieve these objectives are the Digital Strategists. Their keen observation skills are perfect when it comes to investigating the evolution of the organization’s online reputation. They are new media sleuths and their superpowers involve seeing the big picture, but from a marketing standpoint.
3 “Detective” techniques of transforming data into business value
1. Investigating records
A good strategist starts by looking at numbers. He completely understands the difference between business and communication objectives and is fully aware that mixing them up can result in bad strategies (like wrongfully amounting sales figures with the volume of Facebook likes, for example).
2. Street work
Keeping an eye out for customers’ attitudes and then adjusting the social media strategy to people’s perceptions (or the other way around) is key to increasing online awareness. The Digital Strategist’s detective nose means that he’s used to seeing patterns in the way people behave online and this adds that special something to a creative strategy.
3. Analysing forensic evidence
In the performance audits they conduct, Social Strategists map the community’s behaviour and use the findings in campaigns that shape the social image of the brand.
They can easily define a set of key performance indicators (KPIs) that help measure the impact of social media on their business. This means analyzing online conversations and social activity, collecting insights concerning customer satisfaction and sales effectiveness, then callibrating the business approach based on the feedback they received.
Another important duty is creating and sharing amazing social media reports that contain relevant information, gleaned from a broad spectrum of social conversations.
Social media reporting tools that allow them to have a detailed overview of the company’s social media presence, as well as identifying target audiences and aligning each social media objective to the organization’s goals. Answering the right questions is extremely useful when you need to come up with great business strategies.