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Why Social Media Should Drive Your Content
VeInteractive | September 5, 2012
In today’s ever-changing online conversation, it takes more than just historical keyword research to drive a relevant, effective digital marketing strategy. in order to engage with the right audience, you must first listen and understand what they’re already saying – and our social media monitoring tools are a window into insights that you don’t have access to already.
Social Media Strategy – What is your audience saying?
Here are some steps to setting up a marketing intelligence platform that will easily meet existing demand and create new demand in the future:
1. Identify industry-specific keywords that you expect to be frequently used in conversation.
This entails a trial and error period where you test your guesses and determine whether people are really saying what you think they are. If they’re not, it’s your chance to sit back, listen, and learn a lot about who they really are.
2. Qualify keyword analytics by mention volume, share of voice, geographic reach.
There are a lot of different ways to analyze social media data. The combination of these exclusive metrics will identify not only who you should be engaging with, but also where they’re located and what network they’re communicating on.
3. Set applicable words and phrases for engagement purposes.
Once you have taken the time to understand the types of conversations and scenarios taking place in your industry, it’s time to set up keyword-specific streams and discover your opportunities to communicate.
Engagement Strategy – Who should you be talking to?
Once the right keywords are identified, you can start proactively monitoring and communicating directly with an otherwise unidentified audience. If your current social media strategy is already effective, this insight will simply allow you to better-tailor your content to real conversation happening in the present as opposed to the past.
After all, the power of social media lies in uniting common interest – so if you can create applicable content and share it with those in need, you are building your influence, awareness and brand reputation all at once.
That’s why Ve Interactive recommends combining any pre-existing approaches with our access to exclusive intelligence – together executing the most relevant digital strategy you could possibly have.
Content Strategy – What are you writing about?
Content is king – so it’s not enough to have a social media presence setting the right expectations – you need to leverage that reach by promoting regularly published content. Creating a strong, active following that you can count on to help distribute your information is key in multiplying your influence and awareness.
Once your audience is listening, generating engagement is great – but having it drive traffic back to your website is even better.
Together, the combination of our market intelligence, exclusive insights, target audience information and consistent content production would be a great package to build and/or leverage your existing online presence and bring brand engagement to the next level.
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