SOCIAL MEDIA AS A TOOL – RESEARCH AND MARKETING BENEFITS OF SOCIAL WALL
People share all sorts of content on social media. They share news articles, funny memes, photos, viral videos etc. But they also use it to share their thoughts and opinions about a variety of topics.
For this reason, social media can be a powerful tool that can capture what people think about a particular topic or event at a particular time. For example, the recent #metoo movement was highly successful at getting people to provide their individual stories to support victims of sexual assault and harassment. It called out bad behaviour and highlighted the need to speak about the taboo subject. It gained momentum quickly and it became a banner to rally support.
What’s great about social media is that at any one time you can scan what’s going on by searching hashtags or keywords or by displaying all this information on a Social Wall. When you can combine individual posts, tweets and hashtags in a single location you can get a sense of how groups may share an experience or a view or how groups may differ in their views and it’s priceless from a marketing or research perspective. Here’s a screenshot of moderated #metoo hashtags:
For example, positive posts, tweets and hashtags about a particular brand or product as part of a promotional campaign can be invaluable to a company trying to build or maintain their brand. If one person tweets about a bad experience about a product and they are influential to their followers, then this can be as bad as a personal bad experience with the product. However, if a group of people talks positively about their experience with the product on social media or even ‘like’ a brand or product, this is seen as a personal endorsement without any additional work from the company selling the product. By collating this sort of information together it creates a momentum. You can do the search yourself or you can use Social Wall to do the work for you.
You can use the data collected from social media to predict trends, moods and even the behaviour of people. The data can be used to build marketing campaigns, change the minds of people as well as ‘nudge’ people a certain way. For example, an event management company may send out update emails to attendees to get them excited about the event however it’s a one-way street and there is no immediate response from attendees. An event management company being able to capture and share the excitement of the attendees prior to the event through social media helps to promote the event but also helps build the momentum for people attending the event because they can express how they feel directly. Here’s a case study of using Social Wall at an event: Social Wall ICON GROUP Christmas Events
You may not know whether the information on social media is 100% accurate (people do lie or get paid to say they like a product or endorse a brand) but people tend to speak their mind more on social media than any other medium.
You don’t have to use social media as a tool but it’s an easy and inexpensive way to gather valuable intelligence.
Anna is a copywriter and has a curious mind. She likes to read and find out about things. She has great research skills and the ability to present complex issues in a simple way. She likes to write and express her thoughts and opinions. She likes to ponder and then ponder some more to see how her ideas and words match up. She’s creative. She’s whimsical. She’s optimistic.
If you liked this article and need Anna to write for you then visit her website: http://awhimsylife.com/