Similar to any other industry, it’s essential for dealerships to use the data they collect to continue on improving. The automotive industry, especially, is jam-packed with data that are being collected from all sorts of sources. Social media, though, houses plenty of data that is valuable to a business. It’s made up of information that’s collected from a social network(s) that shows how users are engaging with, viewing, or sharing your content. By analyzing and tracking these metrics, your dealership is better able to create an effective marketing strategy.
Social media has been great for helping marketers to identify the high-performing content simply based on the reaction of their audience, the effectiveness of a brand’s social media activity, and trends on different platforms. Trends are quick to come and even quicker to go. The time to strike and hop on a trend is very little – which means that all brands need to act fast in order to benefit from whatever trend is currently occurring in their industry.
So, the question boils down to this – how do you use your social media platform(s) analytics to analyze trends and shape your overall marketing strategy? Below, we’ve gathered four of the best ways for your dealership to use social media analytics.
- Identify and Track KPIs
Before you begin to analyze the data that you collect from your social media platforms, you’ll first need to figure out what your key performance indicators (KPIs) are. These KPIs should be in line with the overall strategy of your dealership. Once decided, it’ll make it easier to choose the right tools to help with collection and analysis of that data in an efficient and effective manner. The best tools will need to be simple, user-friendly, intuitive, and easy to manage. Through the use of media analytics, marketers can then start to rationalize the ROI, hence proving the value of social media.
By prioritizing and identifying KPIs, your dealership can leverage relevant data to optimize and measure posts on social media. This data can help to inform dealers about what platforms are best for their customers along with what type of content will have the highest reach.
- Target Content Based on Trends and Interests
Social analytics have the power to provide marketers with insights into what advertising, products, and content are creating the most interest and buzz online. Dealers can then leverage this information to identify the top brand influencers, content, and more. You will need to consistently keep track of all chatter that is associated with the brand, including language, sentiment, keywords, etc. By measuring the actual perception vs. the desired perception, deals are able to recognize whether a brand is positioned properly.
- Target Based On Platform
The main social media KPIs help dealers to analyze the data that’s been collected and then target the distinctive metrics for each social media platform. Your dealership’s marketing team will also need to have a strong understanding of how well content performs on the different social networking platforms. Many platforms already offer native analytic tools that help marketers easily track and analyze the data from that platform. Google Analytics, Twitter Analytics, and Facebook Insights are just a few of the tools available today.
Google Analytics helps to provide you with metrics on a variety of social platforms. The data the helps you learn about visit duration, leads, product sales, and more. Twitter Analytics shows the mentions, link clinks, number of followers, engagement rate, and more in a compact 28-day summary. Facebook Insights allows page owners to analyze internal KPIs, such as reactions, post reach, likes, impressions, and engagement.
Tracking both social networking analytics and KPIs will help you find out what content and posts perform best along with the ways to leverage the platforms accordingly.
- Personalize Content and Marketing
Analytics and data collection allow brands to customize the content based on the consumers that will be seeing the posts. This ensures that the customer will have a more personalized experience, which is something that countless studies have shown to be more effective than brand-owned, impersonal content. By using social network analytics, dealers and marketers can get closer to their audience – plus use that to drive engagement and conversions.
It’s no secret that today’s consumers will prioritize companies that seem trustworthy and authentic. By having personalized content and marketing, you can further implement that image.
Data-driven content helps dealers to target potential and current customers; therefore upping the ROI of social media posts. Users on social media platforms appreciate useful, relevant content. With the sheer amount of information that is available now, it’s important for brands to use whatever thing they can to stand out – personalized content helps that. The data that is available from post performance, social media engagement, and loyalty programs can help to influence and create personalized content and advertising.
Social media can be detrimental to the success of your marketing strategy, without which it can be difficult for you to stay in touch with how your consumers are reacting to your items. Analytics allows you to spot all the trends (negative, neutral, and positive) and map all of them out. This strategy is also great to help brands see suggestions on how they can/need to improve their brand and communication strategy.
The main point for spotting and analyzing trends on social media platforms is that you need to use unbiased and reliable data to back up your decisions on. You’ll also need to focus and follow your audience to see what topics they prefer talking about. This is because that’s the best way to learn what your consumers like and don’t like; so, you won’t have to play a guessing game.
By doing all of these, you’ll be engaging with the target group of right audience, along with everything that matters to them. By understanding and knowing about all the trending conversations, along with those who are leading them, you’ll be better equipped to adjust your marketing strategy accordingly. Dealers need to ensure that they are constantly checking and monitoring their social media platforms in order to monitor any and all trends that might be occurring.
References:
https://blog.insightsatlas.com/social-media-and-trend-spotting
https://www.pixlee.com/blog/how-to-use-social-data-analytics-to-inform-your-marketing-strategy/
