Top executives are recognizing the importance of social data and insights in interpreting consumer behavior, predicting trends, and making informed decisions. Social data goes beyond just numbers and produces real, tangible business results. Incorporating social insights into every aspect of your company is critical to discovering trends, analyzing competitors, and enabling proactive crisis management.
The Harris Poll's report on the state of social media in 2023 identifies the most relevant business priorities in today's economic environment:
- Build brand reputation and loyalty
- Understand your customers better
- Improving competitiveness
- Reduce budgets and anticipate future trends as you move forward.
Leveraging social media data can enhance each of these, giving your brand an edge in an increasingly competitive landscape. Even going a step beyond performance data, social insights can shed light on industry, competitive, and cultural findings, potentially revealing the tools you need to help your brand stand out in a saturated market. .
Here are three examples of companies that have extracted critical data and insights from social media and successfully put them into action, delivering real results.
How Plaid uses social data to increase brand awareness
Plaid, a San Francisco-based fintech company, enables consumers to connect their financial accounts to their favorite apps and services without compromising safety and security. The brand's success depended on educating many stakeholders, both consumers and financial institutions, neither of whom were familiar with the technology behind the product.
Social media plays a very important role in managing Plaid's brand awareness, so we provide useful and informative content to our followers so that they can act as ambassadors on behalf of Plaid and expand the brand's reach. I set out to offer it to my followers.
Plaid uses Sprout Social, a social media management and intelligence platform, to introduce tools like tagging to its social strategy that create data-driven feedback loops, support sharper messaging, and improve brand awareness. It has gained popularity and reputation. “If something isn't working, we need to thoroughly understand why and recalibrate our strategies to ensure we're providing diverse audiences with access to the information they want, in the way they want it. ,” Matthew said. Mr. McConnell is Plaid's head of social media.
By analyzing both performance data and brand health insights across social media, companies can better understand what resonates with their audiences. This is especially useful for marketers working in complex and highly regulated industries, as social data can be used to humanize a brand and establish its reputation.
How Hudl uses social data to inform customer service needs
Seasonality is an issue that many brands face, regardless of industry. However, seasonality in customer service can pose major challenges as brands must decide whether to increase labor costs or compromise on customer experience. This was an unfortunately familiar problem for Hudl, a software company that provides performance analysis tools for sports teams and athletes.
That was until Hudl invested in an SMM platform to provide tools and insights to combat seasonality in customer service.
Jessie Koenig, Revenue Systems Administrator at Hudl, shared that through Sprout Social, they now have predictive data on the volume of customer service calls through social channels. “We don't train all of our people to handle social media duties, and previously it was very difficult to predict staffing levels. With reports generated from Sprout, , you can decide when you need more social support and when it's best to direct your customers to self-service support or tutorials.”
As a result of collecting this social data, Hudl implemented these findings across its customer service strategy to ensure quality care year-round. This has allowed them to increase customer satisfaction and loyalty while effectively controlling costs.
How Goally leveraged social listening insights to better understand their customers
Goally is a technology company founded to make life easier for families with neurodiverse individuals. Therefore, brands need to be able to align with the families they support.
By leveraging Sprout Social's listening capabilities, Goally gained visibility into broader conversations related to their industry and also uncovered the common needs of their core audience. One is that parents raising neurodiverse children want to see their children become independent.
Kaelyn Brooks, Digital Marketing Specialist at Goally, said: “We know that the problem we are chasing is real, and we are offering a solution, and a very good one at that. In the world of neurodiversity, education Information is often lacking and people don't know where to get it. Social media channels like TikTok offer a unique and accessible way for people to ask real questions and get answers. Offers.”
Practicing social listening allows brands to broaden their horizons and listen to broader social discussions happening within their industry, among their competitors, and most importantly, among their target audience.
Social as a channel can give you more than clicks, likes, and shares. This allows companies to extract meaningful insights and data that can be implemented into strategy and positively impact multiple different areas of the business. With the right tools and know-how, you can join these forward-thinking companies and leverage social data to make better business decisions.
Social media management tools like Sprout Social provide solutions for publishing, viewing, reporting, and more.. Sign up for a 30-day free trial today or request a demo to see how Sprout can help you unlock the true potential of your social media strategy.