I just discovered GlobalWebIndex, and I must say if you’re in charge of social media management or social marketing then I hope you’ve bookmarked its blog (and, of course, ours, too!). GWI is the world’s largest study on the digital consumer. It’s more important than ever to understand the digital consumer because the competition for a brand to win an audience’s attention is steep.
According to WGI, in the past 30 days, 97 percent of online adults aged 16-64 say they have visited or used a social network. A brand could construct the most engaging, compelling, attention-grabbing content, but if it doesn’t understand its audience then that brilliant post or tweet will dissipate into the internet’s black hole.
When I first wanted to write a blog post about how to improve a social media presence, I had a different plan for the direction I wanted to take. I didn't plan to focus on big data. I wanted to list various social media tips such as how to develop a good strategy, how to create an editorial calendar and actively engage while monitoring the action. While this is still very important information, laying the groundwork for improving a social media presence needs to be accomplished first and big data will help with the work. To begin the foundation means to start with the audience.
Knowing the basic demographics of your targeted audience doesn’t cut it anymore. That information just barely scratches the surface of what can be known, plus it seems like demographics don’t always lump people correctly anyways. Habits are what group people together. Thanks to big data, we can get valuable insight into just about anything we need to know about the consumer. This makes asking questions like age and location obsolete. With big data, we can get answers to some very specific questions such as:
What are the audience’s social networking habits?
Do a person’s search habits align with their demographics? I bet you’d be surprised!
How much time does a specific audience spend online?
Which social networks do they prefer?
How do they research products?
How many social networks are they using?
Are they heavy social networkers?
Are they watching videos – and if so, which social outlet do they use?
These are important questions, among hundreds of others, to ask in order to improve your social media presence. If you want to keep improving your social media presence then get creative in what you want to learn about your audience. Take advantage of the information out there. There is practically a stat for just about anything you want to know.
With the mass overload of content, brands need to provide some sort of value to be recognized and engaged with by its audience otherwise that post will be swiped without hesitation, so be sure to improve a social presence with big data.