Social Media Insights: How to drive value from Social Data

Learn how brands can drive value from social data with actionable social media insights.

Aishwarya Suresh
July 9, 2023
7 min read

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Did you hear about Calvin Klein's #mycalvins campaign? It was a game-changing influencer marketing campaign that leveraged social media insights to good effect. The brand asked select influencers to share their awesome Calvin Klein moments using the aforementioned hashtag, and man, did it create a sense of community and empowerment! 

This successful campaign didn't just showcase the fashion label’s products — it celebrated individuality and self-expression. It’s a great example of how brands can tap into real-time data to understand their customers' preferences and behaviors better. 

Key highlights of the campaign

Metrics

Influencer

600

Reach

469 million globally

Followers gained

5 million across Facebook, Instagram and X, formerly Twitter

Winning as a brand amid cutthroat competition has never been easy. And over the years, corporations have resorted to various strategies to reach the top. While there are plenty of tactics that could help you have a triumphant Rocky moment at the end of the quarter, social media insights have been that defining blow for most brands’ success in recent years. They provide valuable input that can fuel your marketing campaigns and take them to the next level.   

Now, let’s find out what social media insights can do for your brand.  

What are social media insights? 

Simply put, social media insights are consumer insights derived specifically from social channels. You can use these findings to evaluate how well your brand's social media campaigns are performing. This information also helps you identify the type of content that resonates best with your audience. You can potentially enhance your overall social media strategy with these nuggets of wisdom.  

However, remember that not all data points qualify as insights — they must be new, unforeseen and relevant to your business. Insights can range from key audience demographics, such as gender, age and location, to more nuanced indicators of how followers feel or interact with social media content. Audience analysis on platforms like Instagram, Facebook, LinkedIn, X, formerly Twitter and TikTok can help you gather these valuable insights. So, use them to create social media campaigns that the audience can relate to. 

Overall, social media insights provide businesses with a data roadmap that guides them toward building killer social media strategies. And by tapping into these insights, you can gain that much-needed competitive edge that drives meaningful outcomes in the dynamic world of social media marketing

Benefits of using social media insights 

Now that we’ve covered what social media insights are and what they offer, let’s find out how they can truly level up your marketing game. Here are a few benefits of using those sparkly bits of knowledge. 

  • Understand your audience better: Social media insights provide a deep know-how of your target audience, including their demographics, interests and online behavior. This knowledge can help you tailor your content and messaging for better engagement and higher conversion rates. 

  • Make data-driven decisions: Get access to real-time data and metrics for more informed decision-making. Analyzing social media KPIs like reach, engagement and conversions, helps identify effective strategies to improve your campaign results. 

  • Optimize content for social posts: Easily identify high-performing content that resonates with your audience, allowing you to optimize your content strategy. This increases brand awareness, builds a loyal following and drives meaningful interactions. 

  • Gain competitive advantage: Gain a competitive edge through the monitoring and analysis of your competitors' social media performance. You can then refine your social media approach and maintain a strong market position by identifying areas where you can differentiate yourself, and by spotting industry trends and seizing growth opportunities.   

  • Measure ROI more accurately: Track and measure the impact of your social media marketing with accuracy. Analyzing metrics like website traffic, leads and conversions helps you understand which channels and campaigns generate the most revenue. By optimizing your ROI, you can allocate resources smartly and focus on activities that deliver results. 

  • Deploy targeted advertising: Valuable audience information can help refine your advertising campaigns. Use demographic data, interests and behaviors to create targeted, personalized ads. By reaching the right people at the right time, you’ll be maximizing ad effectiveness, optimizing your ad spend and driving higher conversions. 

  • Manage crisis better: Real-time insights make it a whole lot easier to monitor and manage your brand’s reputation during a PR crisis. The real-time tracking of social media conversations and sentiment helps you zero in on customer issues and negative feedback effortlessly, thereby minimizing their impact on your brand. Insights also warn of crisis-like situations beforehand, allowing you to take proactive measures needed to protect your brand's reputation. 

  • Enhance your customer service: By monitoring social media conversations, mentions and comments, you can gain timely insights into customer sentiment, preferences and pain points. This information will, in turn, help in improving your customer service strategy, addressing customer needs and providing proactive support. 

Importance of social media insights for managers 

In today's crazy digital age, figuring out the impact of social media goes beyond the number of likes you get. It's about harnessing all the useful data you can get your hands on to make informed decisions. 

Take the example of a leading apparel brand. To enhance their strategy, the brand managers monitored conversations on platforms like X, formerly Twitter, Instagram and YouTube -- gaining valuable insights into their customer sentiments, preferences and trends. 

Discovering a growing interest among their customers, in sustainable products, the managers launched an eco-friendly product line. They crafted targeted marketing campaigns, emphasizing their commitment to environmental responsibility.  

Result? Positive response kept pouring in from customers -- showcasing how effective social media insights were in refining the brand’s product offerings and marketing strategies. By actively listening to customers, they made data-driven decisions that drove customer engagement and stayed aligned with emerging trends. 

This just goes to show how employing social media insights strategically can yield immense success for managers. By understanding the target audience's demographics, preferences and behaviors through these insights, managers can develop high-converting campaigns.   

Another thing to note about real-time data and metrics is that they let managers monitor campaign performance more closely so they can make smarter decisions. They reveal how your customers perceive your brand. They also help you quickly address their concerns for greater customer satisfaction, fostering a strong bond that keeps them coming back for more.   

Interesting Read: Social Media Reporting: An Essential Guide 

5 social media insights you can’t take for granted 

Here are some awesome social media insights that you should definitely check out. These insights are like little nuggets of gold that can supercharge your marketing game. 

5 social media insights you can’t take for granted

Audience engagement: Track likes, comments and shares to see what content resonates with your audience 

Reach and impressions: Monitor how far your content is reaching and the number of impressions it's generating 

Demographics: Analyze the demographics of your audience to tailor your content to their interests and needs 

Content performance: Evaluate what types of content perform best, such as videos or images, and focus on creating more of what your audience loves 

Influencer impact: Measure the engagement and reach of influencer collaborations to assess their impact on your brand's growth 

How to use social media data to drive value 

Up until now, we spoke about what social media data is and the reasons why it can be a driving force that unlocks your brand’s full potential. But how do you start digging into this goldmine to make a “Fortune 500”? Puns aside, we’ve got you covered.    

Using social media data to drive value involves several steps. 

Step 1: Set clear objectives

Start by defining your goals and objectives. Determine what you want to achieve through your social media efforts, whether it's increasing brand awareness, driving website traffic, boosting engagement or generating leads. 

Step 2: Identify relevant metrics  

Identify the key metrics that align with your objectives. These could include reach, engagement rate, click-through rate, conversion rate or sentiment analysis. Focus on the metrics that provide meaningful insights into your campaign performance and progress. 

Step 3: Gather data 

Use a social media management tool to gather data on your social media platforms. This data can include the number of followers, post reach, likes, comments, shares and website referrals. Remember it's important to collect data consistently over time to track trends and identify patterns. 

Step 4: Analyze audience insights  

Break down your audience data to gain a deeper understanding of your followers. Look at demographics, interests, online behaviors and preferences. This information will help you tailor your content and improve your audience targeting for greater engagement. 

Step 5: Discover success factors  

Analyze your social media data to pinpoint the content, campaigns or strategies that are performing well. Look for patterns or trends that contribute to higher engagement or conversion rates. Use this information to replicate successful campaigns and optimize underperforming ones. 

Step 6: Monitor competitors  

Keep an eye on your competitors' social media activities. Analyze their content, engagement levels and strategies. This will provide insights into industry trends and help identify gaps in the market so you can differentiate your brand. 

Step 7: Iterate and optimize  

Make decisions using data-driven insights and fine-tune your social media strategy by using various content formats, posting schedules and targeting techniques. Make sure that you analyze the results to get the maximum value from your social media marketing efforts. And don’t forget to adjust your strategy, when required, based on what brings the most value to the table. 

Step 8: Engage with your audience  

Leverage social media data to engage and build meaningful relationships with your target audience. Respond quickly to their comments, messages and mentions while showing that you value their feedback by incorporating it into your strategy.   

Read More: 9 ways to leverage social media data to drive business growth 

Best practices for gaining actionable social media insights 

The abundance of data generated through social media can be overwhelming without a structured approach to extract actionable and valuable insights.  

To effectively utilize social media data and gain valuable insights, please follow these best practices. 

  • Establish a unified data repository: The process of transforming data into actionable insights revolves around uncovering meaningful narratives that contribute to improvement. Consolidating all your data sources onto a single platform allows you to gain a comprehensive understanding and overview of the entire data landscape at your disposal. This approach eliminates data silos and can help you to efficiently manage and analyze data without wasting time searching through multiple platforms.  

  • Ask the right questions: Before diving into the data, know what you're looking for. By setting specific and measurable goals, you can align your data analysis with the desired outcomes. It is crucial to formulate a list of questions that the data should answer. For example, if you're a cosmetics brand, you might ask: “How many people who clicked on my Instagram ad ended up abandoning their shopping carts?” Knowing your questions keeps you focused and helps you find the answers that matter.  

  • Prioritize relevant metrics: Identifying key metrics that directly contribute to answering the defined questions and meeting marketing objectives is essential. Vanity metrics, such as page views or social media followers, might be enticing but lack substantial insights. Instead, focus on metrics that provide meaningful information and contribute to informed decision-making. These are the numbers that provide real insights and guide your marketing strategy. 

relevant metrics (1)
  • Segment your data: Dividing social media data into segments allows for a deeper understanding of audience behavior and preferences. You can segment data based on demographics, interests, behaviors or engagement levels. By analyzing data within specific segments, you'll discover patterns and preferences unique to each group. This allows you to create more personalized experiences for your audience. 

segment (1)

 

  • Consider trends and timeframe: Look beyond the present. Don't get stuck in the now. Consider the bigger picture and the context in which your data exists. Think about external factors like industry trends or seasonal variations that might impact your social media performance. Understanding the broader context helps you make better decisions based on real insights.     

  • Formulate hypotheses: Developing hypotheses is a critical step in extracting insights from social media data. These are statements that you can test and prove or disprove. For example, you might hypothesize that changing your Instagram ad to a story format will boost sales because your target audience is more engaged with stories. Well-structured hypotheses can be tested, accompanied by sound reasoning. It helps to gain deeper insights into customer behavior, marketing funnels and make informed decisions based on data-driven findings. 

  • Understand data context: Don't just look at the numbers. Understand what they mean. Ask yourself: Do these metrics really matter to my brand? How was the data collected and are there any limitations or biases? Understanding the context ensures you interpret the data accurately and make sound decisions.  

  • Visualize your data: Raw data can be overwhelming, so visualize it in a way that's easy to understand. Create visually appealing reports and dashboards to share your findings with the team. Visualization helps everyone grasp the key insights quickly and make data-driven decisions. 

visualize (1)

Remember, social media insights could guide you on your journey to social media success. So, embrace them, be curious and let the data talk. Now, let's delve into the possibilities that a data reporting tool can offer. 

Using Sprinklr to gain actionable social media insights 

Say goodbye to the hassle of sifting through mountains of unstructured data. With Sprinklr's AI-powered analytics and reporting tools, you can effortlessly uncover insights from billions of data points across 30+ digital channels. We consolidate everything into well-structured reports, empowering your team to make smarter business decisions. So, let us handle all the heavy lifting while you reap the rewards. 

  • With customized dashboards, you can access and analyze data on a massive scale, uncovering valuable insights for smarter business strategies.

    Voice of customers (1)

  • Gain a deeper understanding of trends and potential crises through the Smart Insights feature, revealing the true narrative behind the data.  

    Trend of sentiment (1)

  • Sprinklr's 8 AI-powered architecture provides a comprehensive view of your brand, effortlessly handling diverse data types such as chat transcripts, customer surveys and sales data.

    8 layers

  • Seamlessly collaborate with external partners by exporting insights through advanced export APIs, enabling you to create impressive presentations and displays for public or private sharing.

    Collaborate (1)

Frequently Asked Questions

Social media insights are crucial for businesses as they provide valuable audience data and enable data-driven decision-making. They help in optimizing marketing strategies, tracking campaign performance and boosting audience engagement, leading to improved results and business growth. 

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