At SG Social Media Guru, we believe that social media analytics (or big data) is an integral part of any social media campaign. This is because social media is dynamic and big data now allows us to have near real-time feedback on the impact our advertisements are having.
In the past, PR (and marketing) professionals had to conduct extensive and time consuming surveys and focus groups to determine if an ad campaign was working. As accuracy was dependent on a large sample size, these took time and an ad campaign would have literally run for a month or two before management had any idea of the campaign's effectiveness. Valuable time and money was thus often wasted in this "hit or miss" approach.
With social media and the promise of big data, social media analytics now gives campaign managers the necessary feedback on what is working and what is not. With the information provided by social media analytics, social media campaign managers can now tweak ad campaigns on the fly. This not only saves corporations millions in the process, but ensures that the ad campaigns achieves its intended objectives.
One example of the power of social media analytics is when social media analysts use spikes in keywords to determine whether a topic is trending or going viral. This is especially critical when a new campaign is launched and management needs reassurance that they are on the right track. If it trends, then more resources can be committed to the campaign, but if it tanks, the management can pull the plug.
With the proliferation of social media monitoring services, capturing the data is not the issue. The challenge now, is in making sense of all the data and converting it into actionable information. One powerful tool SG Social Media Guru came across is the Visual Analytics Course offered by the Institute of Business Analytics (IBA) Singapore. The course offered by the IBA is unique in that it uses the humble Microsoft Excel program to pull (and collate and massage) massive amounts of data and to present it visually for better, faster and easier decision making.
To find out how you, as a social media campaign manager, can make use of big data to more effectively drive your campaigns, visit SG Corporate Training for course details.