Companies can gather invaluable data about their buyers from people’s footprint on social networks. Here is how!
Social is one of the fastest growing online activities. While engaging in social, people leave a large online footprint that can provide high visibility to their profiles, interests and activities. This can all be mined to provide a very rich and robust data set.
Here are the types of social data that you can use to propel your marketing:
Social profiles contain a wealth of information including résumés, interests, training, education, job responsibilities and more. This can be one of the best and most robust sources of information about individuals that is available online.
Like sales reps review LinkedIn profiles of individuals they talk to before engaging in a demo, the same can be done automatically and at scale. In addition, social profiles can continuously be updated by individuals to reflect promotions, job changes and new skills. Social profiles can enrich any dataset with relevant data.
This is what you can learn from looking at people’s friends and colleagues. This is one of the hottest fields in math and computer science: network analysis. When you analyze the connections between individuals, you can form clusters that can teach you a lot about a person’s education, training, interests, goals and needs.
A great way to visualize this was a LinkedIn’s tool called InMaps. LinkedIn’s InMaps analyzed the connections of an individual to form a cluster. The algorithm did not know anything about the person except for how people are connected among themselves.
When you analyze the results though, you do see clusters that make sense. Friends from college can form one cluster; colleagues from a former job can form another, etc. This is how algorithms that analyze big data can discover things that we as humans need more time and knowledge in order to know.
Social activity includes all of these likes, shares, tweets and retweets that we do on social networks. These can actually contain valuable information regarding interests as well as wants and needs. Sharing lots of images of new cars? You may be in the market for a new car or just a car enthusiast.
Just linked or tweeted an article about marketing automation? You are more likely to be a marketing automation power user. This wealth of information is invaluable for marketers when analyzed at scale.
In sum, social networks contain a wealth of information. By analyzing social profiles, social links and social activity, you can get data about your buyers that may not be available anywhere else and may give you the advantage you need to close your next sale.