Aug 05, 2016 / by Katie Gaab

Did you know that 90 percent of the data amassed since the first cave painting has become available in the past two years? But with such an enormous amount of information also comes a lot of opportunities for those who are looking.

Does your brand analyze what’s being said?

Without contextual social insights, you won’t be able to connect all the dots and fully understand your audiences. Social intelligence is a growing necessity for communication and marketing professionals, chock full of benefits. To get a glimpse, check out these examples:



Most brands divide audiences by the sales journey: prospects, customers and the rest of the world. But you should also be looking at influencers, competitors and even employees. Why? They can clue you into the reasons why strategies are working, or what needs improvement.

Filter their social activity by demography and psychography. This will help you create personas, which will lead you closer to your goal of figuring out who your audience is and how you can help them. Once you understand what they’re likely to discuss or share, you can adjust your content strategy accordingly.

For example, a sports equipment store might consider monitoring their audience by sports teams. Looking closely at the Chicago Cubs and St. Louis Cardinals fans, one might consider launching an event that offers the fans’ preferred beer or partnering with a local radio station during promotional events.

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The key to getting a comprehensive view of an industry is casting a wide net for social media analysis. Plan well in advance to avoid wasting time backtracking what may have already been said. Brainstorm all of the possible handles, topic hashtags and industry keywords to be evaluated. Also be sure to include misspellings and parodies of these terms to make sure you aren’t missing anything.

While it’s important to track branded conversations and major competitors, looking at the industry as a whole will allow brands to uncover emerging crises, up-and-coming competitors and customers’ unmet needs.

For example, a ticket sales and distribution company might consider monitoring music festivals to get a sense of which artists, locations and vendors attendees enjoy most. Looking closely at Coachella and Governors Ball, Cision uncovered the most popular artists, the most engaged sponsors and partners and overall event sentiment.



Benchmarking against competitors is nothing new. With social media, however, brands have the opportunity to determine success using real-time, online social interactions. But remember, qualitative data is just as important as quantitative.

Look into how often competitors post, what they like, favorite, comment on or share and what they say when responding to audiences. Events provide a great opportunity to measure against competitors.

By monitoring event sponsors at the Indy 500 and Super Bowl, Cision found which brands stood out, which ads got the most talk and which earned the most media from being a sponsor.


Images via Pixabay: 1, 2, 3

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About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.