How Search Engine Marketing Firms Can Better Understand Their Brand’s Relationship with Social Media

Staff Writer: Carolyn Johnson


Date: 7.25.2012




There are many brands out there that are becoming more and more involved in social media, implementing a very social element in their overall marketing strategies. But like all marketing strategies, search engine marketing firms shouldn’t jump on the social media strategy unless it’s well though out and there plan in play in order to measure results. This can be difficult for some search engine marketing firms, as compiling all the social media data for analysis isn’t that easy.


Furthering your understanding of the relationship between social media and your brand, as well as knowing how these relationships progress and grow over time,  will certainly help you in the long run for developing a social media campaign. Contrary to popular belief, you don’t need any expensive or confusing social media analytics tools to get all the data you need. Rather, you can do it on your own time.


Use social media monitoring data for deeper analysis. Although these tools are fairly commonly used, it’s not often that a brand will use such data for an in-depth, individual-level analysis. Through this data you’ll find brand-related conversions that occur in the Internet outside of the brand’s properties, such as through Facebook ads and other social media links. Analyzing what kinds of individuals visit your site through specific mediums will allow you to understand which kinds of people are important to your business, as well as how they interact with you, and how to keep them engaged over time.


The Facebook Insights interface also contains a lot of user data. The Graph API will allow for even deeper, individual-based data. Throught the Graph API you’ll see what kind of engagement occurs on your page. From there, you can record and store the historical data of engagement of your page to further understand how people interact with your site.


Similarly, Twitter API data is also provides valuable insights to consumer engagement. Find out how people engage with your Twitter page and your brand. Like with the Facebook Graph API data, you should also record and store data from the Twitter API over a period of time, such as the volume of retweets and followers. You will also want to see exactly who is engaging with your Twitter page.


Then next step is to combine the data you’ve mined from your Twitter, Facebook, and social monitoring tools. This allows you to take a panoramic look at media engagement across all three platforms. This can allow you to create relationship profiles on an individual level, as well as get a more holistic perspective on how your brand interacts with other consumers. After gaining this more holistic perspective, you can start categorizing various consumers of your brand and breed long-term relationships with them, giving them exactly what you believe they’ll need at the right time.


Collecting consumer data in this manner can be a time consuming process. However, the things you’ll learn from this analysis, as well as how you’ll be able to practically apply this data towards better serving your customers, will make the process of understanding relationships on social planes worth the investment.

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