It’s not hard to see how small to midsize businesses (SMBs) and enterprise organizations could sink a lot of precious time and money into a social media program and come up empty-handed. Empty-handed, that is, except for all of the business-critical data they have and don’t know how to analyze, and thus, monetize.
Let’s say you’re in marketing; you’re possibly tasked with being the entire department. You’re a power user but not a social media expert. With all of the hype surrounding social media marketing, it’s still important to take the time to educate yourself on the basics. Find out what data will be useful, then find a tool that delivers it. Don’t try to tailor your company’s social media program to a particular toolbox without a plan.
Analytics is a Tool’s Glue
A good place to begin discovering what kind of data you need is by checking out your competition online. The various social networks such as Twitter, Facebook, Instagram, and LinkedIn will give you a good picture of what data your rivals are getting and how they’re getting it. Now look at deltas in their data that you can see because you’re in their industry. What’s missing?