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How Businesses can use Social Media Data for Marketing

Due to advancements in technology, smart businesses that employ digital marketing strategies rely on analytics from social media data. This has helped them avoid the implementation of marketing campaigns based solely on instincts. 

Analyzing social media data has helped these businesses know how their customers interact and perceive their products and services. This allows them to make changes based on the needs of the customers to make sure that their products stand out in the market.

Examples of social media platforms that these businesses use include Facebook, Twitter, and Instagram, which are the biggest platforms we have today. Data such as followers, likes, and shares on Facebook, tweets, and impressions on Twitter, and rate of engagement, followers, likes, and usage of hashtags on Instagram are the most collected data used for marketing.

Image source: https://pixabay.com/photos/phone-display-apps-applications-292994/ 

However, it does not come easy. To start with, businesses that need to use social media data for marketing need to find a reliable and effective way through which they can collect the data. For instance, they need to find the most effective scraping tool to get Twitter data that they need to use. This applies to all social media platforms whose data will be used.

After mining all the data that they need, they then measure engagement, mark trends, and come up with insights that help them achieve the following;

Optimizing Social Content

Success in social media marketing is measured by the rate of engagement achieved. To achieve a high level of engagement, businesses need to optimize their social content to make sure that it meets the preferences of their audience.

After collecting social data, businesses are able to know the platforms most preferred by their clients as well as the social posts that perform well and the time of the day (or night) that they do. With such analytics, they are able to publish content that will create enough engagement.

Informed Content Strategy

Collecting social media data helps businesses to know what their customers post and share on different social media platforms. With such data, they are able to come up with an informed content strategy that answers any questions and addresses any concerns that the customers might have.

They will also be able to identify the tone that the customers prefer, hence coming up with a content strategy that is aligned with the needs of their customers. This helps in making sure that effectiveness is enhanced.

Updated SEO Strategy

Social media data plays a very vital role when businesses are building a strong SEO strategy. Some businesses think that they can use general keywords in their line of work and reach all their potential customers. 

However, that does not always work. Successful businesses collect social media data and analyze it to find out which keywords their customers use on different social media platforms. They then use these keywords when creating their marketing content, making sure that they reach a larger number of customers.

It is important to note that social media platforms are used as search engines together with established search engines such as Google.

Monitoring Brand Image

The image created around a brand can make or kill a business. This means that businesses need to monitor their brands and make changes when there are any problems with the brands.

Collecting social media data makes it possible for businesses to see and analyze what their customers are saying about their brands. With this, they are able to change the brands to make sure that they are aligned with the requirements of their customers.


While a particular social media platform will work wonders for a certain brand, it will be ineffective for another brand. For instance, Facebook might play a vital role in the growth of a company, but Instagram does nothing at all for the same company, even though it does a lot for a different company. 

This means that businesses need to be careful when it comes to choosing the right social media platform for mining marketing data. To get started, one can take a social media marketing course to make sure that their marketing strategies contribute to the growth of their businesses.