What social media can tell you about your brand

What social media can tell you about your brand

May Hu
8 January 2019

For more than a decade, social media platforms like Weibo, WeChat, Facebook and Twitter have used different tools and resources to collect data and information on everything from consumer behaviour, to user demographics and even psychographics. Thanks to modern technology like artificial intelligence and machine learning, these same platforms can now target and tailor digital content to each individual user – helping brands create better online experiences for their customers, clients and other stakeholders.

But what can social media – and the information it has on your customers, your competitors and your industry – tell you about your own brand and it’s performance on and offline? What can it tell you about your position in the market? And what can it tell you about your future?

To make the most of social media – and the sea of big data it provides – you’ll need to look at your brand from the outside in, and monitor its online presence every day. With the right insight, you’ll be able to uncover opportunities for success, and avoid threats that could damage your brand’s reputation and ability to turn a profit.

Here are four things you can learn from social media:

  • It can tell you more about your customers

Social media not only paints a demographical picture of your target market, but also a psychographic and even sociographic one. So using social media monitoring and digital analytical software like Meltwater will help you to: hone in on when your customers are active online by measuring the social media and press coverage by date and time; understand where they are when they interact with your brand by measuring social media engagement by location; and measure whether or not they’re converting to paying customers by analysing your web traffic and conversion data on Google analytics.

  • It can tell you more about your competitors

Social media is a shared space, which means you have access to competitor activity 24/7. With technology like Meltwater, you’ll can find out more about your competitors’ social media activity by exploring their online presence through automated media measurement and social media measurement; who their customers are by exploring the comments and online engagement of the social media users interacting with their brand; what content they create and even details about their employees and workplace culture by exploring their presence on channels like LinkedIn and company blogs. You can then use this information to build successful competitive campaigns.

  • It can tell you about your brand’s position in the market and whether or not you’re leading the online conversation

To find out where you sit in the market, and how far your branded messaging extends online, take some time to look at all of your different social media accounts (including Weibo, WeChat, and even Youku). Once you know how many page likes, follows, comments and/or shares you have, compare the results to that of your competitors to create a social media ranking.

  • It can tell you more about your brand from the outside

You might think you know everything about your brand, but you might not know what your brand looks like from the outside. Using the personal social media accounts of your internal team and signing yourself up to your brand’s electronic Direct Mail, you’ll be able to see the face of your brand from your customer’s perspective, which will then help you to better engage with them and change things about your organisation to improve its online image.

About the author:

Melvin Chng is the Enterprise Director of Greater China and works closely with Meltwater’s 1000+ clients across China, Hong Kong and Taiwan. He assists these organisations with building networks of loyal customers, engage with stakeholders and drive positive brand perception at every level. He is passionate about taking advantage of the media insights that can be gathered on and offline and identifying competitor activity and industry trends. To learn more about media intelligence and how consumer insights can direct organisational change, please connect with Melvin on LinkedIn or get in touch with him via email: Melvin.chng@meltwater.com