In the wake of increased Internet usage, social media has grown into an important part of the daily routine of people.
People can now interact with anybody across the globe using social media platforms, breaking the geographical boundaries that previously limited people from keeping in touch with their loved ones or even business partners in abroad.
In fact, social media is not only used in connecting with other people, but also helps businesses to reach their targeted audience effectively.
With the rise of big data, social media marketing has hit a new level altogether.
It’s projected that by 2020, the total volume of big data in the world will hit 44 trillion gigabytes.
With the existence of this massive amount of data, marketers can use it in gathering actionable insights intended for creating useful social media marketing plans.
All the various status videos, photos, and updates posted by users, specifically on their social network boast meaningful information regarding their dislikes, likes, and demographics among other things.
Enterprises are using this data in many ways, analyzing and managing it to achieve a competitive edge over their counterparts.
Currently, Big data is being utilized by marketers in planning for the social media campaigns of the future through learning all that they require to know regarding their prospective customers and how to approach them.
This piece helps in shedding light on the integration of big data in social media marketing, exploring its present and future impact.
1. Big data promotes personalization.
Big data promotes personalization.
It enables companies or brands to deal with their clients in a personalized manner based on their likes and choices.
Big data provides not only comprehensive insights but also a holistic understanding of the customers, helps enterprises in building customized communication for them in a bid to elevate their trust and boost retention.
Through big data, brands will easily show only the types of adverts that are interesting to consumers.
In turn, ads will be targeted to the desired audience on the basis of what they view and share and their social media posts, etc.
With personalized advertisements , marketers will not only have an easy time reinforcing their connections with social media users but also converting them into clients after determining the most effective format, time and platform for their adverts.
2. Decision Making
Big data enables marketers to spot social media trends and gather meaningful insights that can be utilized in making engagement choices such as which group of users ought to receive marketing emails, or the ones to interact with among other things.
It also simplifies the tracking of demographics in an attempt to determine which social media platform should be targeted.
Brands can easily comprehend market sentiments through big data, allowing them to create winning strategies.
Instead of depending mainly on previous performance in a bid to ascertain the improvements needed, big data helps in making well-informed decisions to meet the future expectations and needs of customers.
3. The effectiveness of a campaign
Big data plays an important role not only in keeping track of the effectiveness of social media campaigns but also finding out the slight changes in return on investment (ROI).
It also enables marketers to test their marketing campaigns before rolling them out, retesting them, making the necessary changes, and analyzing the outcomes.
On the other hand, predictive tools allow businesses to decide when to stop a given marketing campaign in an attempt to avoid incurring losses.
By drawing actionable insights, especially from big data, businesses can get a clue about the peak timings of their clients, their behaviors, or preferences, etc.
These insights help in increasing the efficacy of social media marketing campaigns.
For this reason, marketers can easily acquire important information relating to the process that their customers embarked on from the initial step of the purchasing cycle to post-buying interaction, allowing them to perfect their marketing campaign at each phase of the cycle.
4. Product Insights
Social media marketers can leverage big data effectively in judging future purchasing trends and patterns.
Big data boosts the certainty relating to what clients want, how they need it, and when they want to get it, allowing businesses to acquire the necessary insights into what any of their new products ought to be like.
Companies can leverage big data in analyzing the decisions people make, their complaints, product faults, and what the products lack among other factors.
The Bottom Line
With increased Internet usage and the popularity of social media platforms, there has been a surge in the number of individuals connecting with brands via these platforms.
As such, it is vital for you to be data savvy not only to maintain a competitive edge but also maintain a relevance status in the social media space.
Looking at the enormous amount of data that is generated by these social media platforms including Facebook and Twitter among many others, there is a need to integrate big data in all your social media marketing campaigns.
From followers, comments, likes, and shares, your business can gather a lot of knowledge about your customers and their purchasing habits, by simply accessing their social media profiles.
Big data will assist you in analyzing the behavior of your potential buyers and focus your marketing campaign to a precise number of people.
Through providing you with comprehensive insights, it will enable you to fine-tune your social media-based messages and pick the most suitable platform for connecting them with prospective buyers.
The more details you gather regarding consumers, the more you will be in a better position of targeting them through your own social media campaigns.
In essence, big data entails data sets that are too complex or large for conventional data-processing apps to handle.
Originally, big data was associated with three main concepts including velocity, variety, and volume before other concepts such as value and veracity came into play.
Currently, the term big data revolves around the use of user behavior analytics, predictive analytics or other sophisticated data analytics techniques that draw value from data.