Gaining a detailed insight into your target audience is the holy grail for most brands. Being able to talk directly to that audience is also an amazing opportunity, not just from a PR and marketing perspective, but also for research & development, finance and all other departments within the business.
Social media enables brands to hear what is being said by potential consumers and engage where required. However, getting started in this ever growing environment is a rather daunting prospect for many companies. Their response – to simply listen in on conversations about their brands and competitors, then simply report on it. Few have tapped into this potential goldmine of information to gain a true insight into what makes their audience tick.
Being able to incorporate this sort of data into the planning and design phases of product development is cost effective. It is also essential for long-term customer loyalty, reassuring consumers that they can rely on the brand to meet their changing needs.
With this in mind, it was really interesting to read a recent article by Brian Solis, Chief Data Analyst at PeopleBrowsr and ReSearch.ly about the ‘Interest Graph’.
The Interest Graph looks at the biographies of Twitter users that follow a particular brand to learn more about their location, what they say about themselves, their interests, opinions and preferences. This provides an insight into what makes these social consumers tick.
Brian Solis concludes: “The era of analysis paralysis is officially over.”
Brands can now view what people say in their Tweets combined with an insight into who and where they are, as well as their interests, to help them tailor promotional and advertising campaigns and connect with target groups.
Social media is still developing. Being able to capture and understand the information available is a goldmine for brands and it will be interesting to see which brands take full advantage of this opportunity to deliver beyond their customers’ expectations.