It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
“1) Analytics Make Your Marketing Program Succeed
Analytics will inform marketing toward the best way to encourage desired customer behaviors. They will not make a brand better at marketing (myth revealed). . .Creative alone is wild and unpredictable. Data alone informs direction, but can’t stop crap communicators from producing, well, more crap. Together, informed creative is flat out dangerous.”
Listen Up. Your Customers Are Complaining On Social Media. [from Marketing Think; written by Gerry Moran]
“79% of your customers who complain on social media do so in hope that their friends see their dissatisfaction with your brand, reports Edison Research.”
Be sure you’re listening, and have a plan in place for how you’re going to respond.
“Snapchat provides urgency, with powerful content that prompts quick action. Snapchat users have a few seconds to react, so they may be more impulsive and willing to interact to a Snapchat marketing campaign, as opposed to using other image-sharing platforms to do the same.”
“Social media can be a useful tool to build your company brand or a nail in its coffin.”
Have a plan in place, but react to each situation as the unique confluence of events and technology that it is.
“. . .the initial sale is only the beginning of the customer relationship.”
Why and When to Re-Evaluate Your B2B Brand Strategy [from Marketing Profs; written by Bob Domenz]
“This article details the signs that indicate it may be time to re-brand your business. Usually, that time comes during one of the following three circumstances:
- When it’s clear: Your company is about to undergo a Big Change.
- When it’s fuzzy: The brand hasn’t been evaluated in some time.
- When in a growth spurt: You’re trying to just get through today and don’t have a chance to think about tomorrow.”
Know when to go pro, and always keep things authentic.
To gain a customer’s trust; meet them on their preferred digital stomping ground [from Marketing Pilgrim; written by Cynthia Boris]
Different demographics and audiences prefer to communicate with brands in different places, using different methods; knowing this and acting accordingly can help brands gain trust faster than acting along more traditional routes.