Almost 72% of the companies and brands in the USA use social media as a part of their marketing strategy. Nonetheless, only a small fraction of these companies truly know what it means to utilize social media for marketing and sales. Over 57% of the engaging companies do not have social media tracking tools, and they do not have a functional database to store the consumer data from their social media interactions. While this presents itself as an opportunity to the brands that are already online and are looking for ways to leverage the powers of social media, it is also quite challenging for the brands that are already on social media but without any resources to leverage their engagements.
Social media interactions can power your business
The idea of social media marketing and database marketing is to maximize the communication between the brands and their customers. This will help the brands to carve their niche and distinguish themselves from their competitors. The use of social media for business, marketing and sales can involve one or all the leading platforms including Facebook, Instagram, Twitter, LinkedIn, SnapChat, YouTube, and Pinterest. The basic principle of any social media campaign and interaction is the creation of new content and the engagement of potentially new users through them. The secondary interactions include the sharing of the primary content between the consumer groups.
Unorganized data has little value for a business
Collecting data from social media is one of the primary ways to help expand your business. It sounds quite simple, but you must remember that each interaction on social media generates huge volumes of data. Starting from posting a new photo or video to the last comment on it, your database needs to be able to store all the data that comes from each action/interaction. Now, collecting this data in an endless repertoire is one thing and organizing it for use is another. With the advent of big data in business management and digital marketing scenarios, it is becoming imperative to use competent database designs to store social media data exclusively.
Data mining gives meaning to data
Your company might just be sitting on a huge pile of raw data, without even knowing so. For example – we have seen several brands promoting themselves on Instagram for years, without a single clue about the amount of actionable data they are generating each day. The process of extracting usable data from the database for organization and analysis is data mining. This can help you understand everything you need to know about your customer’s purchasing habits, loyalty, and your social media marketing ROI.
Data mining is the lifeline of database marketing. It gives you a close look at the demographics and psychographics of your customers. This will help you come up with better marketing strategies that will boost your customer engagement. Database marketing involves using data from the database, to boost collection of more data for future actions. It is a positive feedback loop mechanism for data collection and marketing.
Help your database grow
The basic concept that drives any database marketing is keeping the database alive. Your database needs to evolve. Any customer database needs a few definite sources of information like contact forms, sign-ups, sign-ins, purchases, shipment information, surveys, subscriptions, and newsletters. These are only a few ways database your customer will grow over time for idealizing your database marketing process.
Pay attention to database management
Managing this database is mandatory. It might become impossible for you to create, maintain, monitor and manage a fast growing database for your social media campaigns alone. Each relational database requires several tables and rows for data entry. There are algorithms involved in the simplest updating processes. If you have a working knowledge of SQL or similar query languages, you can take charge of database management. According to the DB marketing veterans, it is better to leave the management tasks to the database experts.
In case your company cannot afford an in-house DBA team, you can opt for the consultation of remote DBA teams as well. During the first leg of the process, remote consultation should be able to help in the creation of the relevant tables, defining the relational maps and maintaining the limited data from the various sources. As your market size grows along with the increase in the engagement of users, you can switch to dedicated database management teams for your database marketing endeavors.
Nothing is complete without a data expert
This means you will not only need to curate the data coming from your social media platforms, but you will also need to organize the data and manage the growth with the help of people who understand the behavior of data. They will be able to help you understand which platforms are giving you the best responses and which ones are giving you the highest ROI. For several brands, Facebook campaigns are more rewarding than Instagram or Twitter. However, unless you have a system in place to analyze the metrics of each social media platform, it will be impossible for any expert in your team to tell which social media platform deserves more emphasis from your end.
Wrapping things up
Sorting out your social media users according to individual interactions and understanding your brand’s social networking preference as per the data from your social media will help you identify your target market groups. You will never again waste your time and resources trying to engage people outside your target group. Data gives you the power and the control over the market you have always desired. Mining the precious data gives you the insight that can help you tell your target customers from the passersby. So tread on social media marketing carefully and invest in a good database management team, who can guide you towards the epitome of business success.
Sujain Thomas is an IT professional and data expert. She works with database administrators to fine-tune the process of data mining and database optimization.