At MoreYellow, we focus on connecting digital pieces to tell a brand story based on a concept we know will resonate with an audience. But before we can get to the big idea, we use social insights to help guide the initial concept. So here are a few key social media tools you can use to help lead you in the right direction.
Hashtag Engine Optimization is a relatively new strategy that allows you to identify what is trending with your audience. The reason we love this tool is that it helps give us an understanding of what content is relevant to your target and make it easier for them to find it. For instance, when we began concepting for WBIE’s Infinite Crisis online game, we quickly learned that DC Comic fans were unfamiliar with the alternate versions of their favorite superheroes (i.e. Nightmare Batman). We were able to discover a concern we’d want to address in our creative executions. In this case, we needed to introduce the characters they were unfamiliar with.
Because many social media platforms and forums are unmoderated, it’s probably not a big surprise that people in social media complain about brands almost 2X more than they compliment them. But there is gold in every negative (and positive) comment. People often share more than they would in a structured focus group, so you can beyond just demographics to discover their pain points and needs.
We use sentiment analysis when we’re testing an idea to gauge reactions before allocating a large portion of a budget to concepts. While definitely not a perfect science (it’s hard to use the tool to pick up sarcasm or other social semantics), it can be helpful in quickly determining whether a sizeable quantity of content is perceived as positive or negative based on keywords. For example, if we wanted to use LeBron James to sell a portable gaming device, we’d want to make sure he was the right brand ambassador for the audience. Testing a few posts to gain a measure of the positive remarks versus the negative can save from a costly mistake.
Setting up social listening tools are valuable in monitoring competitor’s activity in real-time. But beyond just setting up alerts to track their posts, we take it one step further with comparative benchmark analysis. We pull data on competing brands like how often they’re posting, what time they’re posting, and what content of theirs is getting the most engagement. We can also pull data on follower growth, influencer rank, and social community overlap. Analyzing this information, and comparing it with what your brand is doing, gives us a better idea of what is and isn’t working for your competitors. In later phases of campaign planning, we use this information when considering revisions to our own content and tactics.
What to Takeaway?
Using an in-depth social audit with trend, audience and competitive research, we are given a great starting point for what to address when it comes to creative concepts. While social media is just one component to consider during the strategy and planning phase, it’s an important step to complete.