How can social feedback be translated into valuable business data?

The translator Zhang Yu, Bo Xiao Tong Technology co-founder, research vertical search applications, pay attention to social media development, pay attention to semantic technology landing, like social data analysis. Weibo communication @inter3i social media analysis.

You may have established a company-level Facebook page and Twitter account, formed a social media team to start the interaction, and now you have a good audience to participate in your brand communication. Very good, but where is the real value?

As many companies understand that they need to use social feedback, most have not done anything. In fact, 85% of marketers believe that consumer insight is the most potential benefit of using social media, but only 6% of companies actually use social media to collect customer feedback, according to a survey at the end of 2010.

Why is the insight of social media data so important? For new people, it is authentic and original, marketers can get rid of the limitations of traditional research methods, direct contact with the real ideas of customers. The more communication you have, the more space you have to learn, and of course the data is harder to extract.

My company observes the different information that retailers receive on Facebook and Twitter.

(The picture is to the effect that 23% of the news on Facebook requires a public response or internal feedback, and 77% is just an ordinary conversation and does not need to be acted upon.) 23% of the information needed to act, 49% is the customer service link encountered problems, 46% is to arouse the company's media public relations personnel attention of the company's comments, 5% is about product direct feedback; Twitter is different, 51% of the information needs to be disposed of, 49% information is ordinary communication, do not need to dispose. Of the 51% information, 62% is customer service problem, 32% is product feedback, 6% is company related evaluation.

The 50%-75% information that companies receive from Facebook and Twitter doesn't need to be disposed of, just some noise. It takes time to isolate relevant information from a regular conversation, especially if you're trying to inspire communication and interaction with thousands of of fans.

The real challenge is how to identify and learn different valuable content from a single piece of information. If you find it, it's very interesting, but what does it do for you?

1. Revealing awareness of the brand

More than One-third messages posted on social networking sites tell you how consumers feel about your brand. Your fans will show you what they think of you, and the part you don't touch. Are you prepared to change preconceived notions? Trying to build some kind of brand personality? Social media will tell you directly if it works. Social interaction can help you not only identify your social strategy, but also whether your overall branding strategy is as effective as expected.

2. Peep into the client's brain

Want to really know your client? What are they talking about and what are they talking about? The communication around your brand gives you insights you never thought of. Communication around product launches can reveal user feedback and you can draw on the next round. Community managers, as leaders of communication, can provide more and no longer interact with each other. Have you ever thought about asking the customer directly? For example, what are the new trends they like now?

3. Understand which products constitute the best resonance

When you sell a new product on a Facebook page, do you hear what the fans say about it? Whether they like it or you get a very enthusiastic feedback. What do your customers call change or what they want to have? This is a valuable feedback to the product team and can be obtained within minutes of the release of the new products. If you receive a complaint about a disappointing purchase, reply and make the necessary changes. Crowdsourcing doesn't have to be a complicated process. It only maximizes the use of Facebook and Twitter that you already know.

4. Learn from major customer issues

Complaining and questioning on your Facebook page or over the Internet is a nightmare for social media managers, but the only real solution is to keep track of the source of the Emerging Complaints and act accordingly. Be prepared to deal with these issues (pre-emptive action will be helpful in the future) and let other parts of the company know about the serious service problems that are now facing them.

5. Building a social media client communication program

How about joining a leading company that effectively leverages social media communities?

Here are a few initial steps that can help you stand in the way of diverse and confusing social media interactions, and shift to effective research and analysis.

① you really like to listen to these sounds, it sounds simple but effective. Classify information that will benefit the company (complaints, product feedback, types related to certain product lines), create a checklist, and when you are dealing with the exchange through your way and find valuable content, record it.

② has an interaction with every team member who participates in your social media and determines who needs to know. If your product team hasn't established contact with social media, you can lobby them to do it. Collect your own data and show them your findings. They will begin to pay attention.

③ the information on Facebook and Twitter so that you can change customer satisfaction around specific product lines or sent marketing messages. This can be very convenient to understand the user's point of view.

④ will classify all relevant information according to the directory you define, which will make it more convenient for you to observe and analyze the user's emotions in terms of product or service. Discover real observations from representative data. If you are dealing with a certain size of data, you will need tools to help you extract and classify information.

⑤ this information into a weekly report and share it with your colleagues.

Social media insight is a tool worth using. If you have a social media window, you are already producing valuable and raw data. The next step is to prevent them from slipping between the fingers.

The author of this article, Joshua Procures, is the co-founder and chief executive of Conversocial, currently residing in London. The company is based on a comprehensive management of Facebook and Twitter marketing software and social customer relationships.
SOURCE Link: How to Turn Social Feedback into valuable Business Data
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Translators: @inter3i Social media analysis