Today’s Essentials For Powering Your Social Media Campaigns
Wednesday, September 9th, 2015
The opportunities offered to businesses by social media networks today is unprecedented. Never before have companies been able to reach so many people so easily. And yet, many businesses still struggle to utilize social media effectively. When it comes to creating and promoting social media campaigns, too many organizations spend far too much time and effort for too little gain.
Just Using Social Media Does Not Equal Success
As simple as social media can be to use, properly launching an effective social media campaign requires using certain technologies that might be a bit more complicated. Many of these new technologies rely upon big data analytics. First, it’s important to note that one of the keys to true social media success lies in using social data. While that may sound simple on the surface, it’s actually a far more complicated task.
Social Data Is Your Golden Ticket
That’s partly because most social data available on sites like Facebook, Twitter, and Instagram is unstructured. Whether it’s a Facebook update, a new pin to a Pinterest board, or a Vine, that data can be valuable, but it must be turned from the unstructured variety to something actionable. Working with the right big data analytics tools can make this possible.
The first part of using any social data is the collection process. Again, this can be a complex undertaking, but it may be made easier through modern technological advances. Certain tools can help businesses find out more information about their customers based off of their postings on their social media accounts.
The Right Tools Leads To The Right Answers
These tools include Forrester’s Social Technology Profile Tool, which helps to organize the consumer data based on how customers engage with different social media platforms. Other tools may keep close track of which posts by which users gain the most attention over time. Which tool used by a business, sorting that information into more easily manageable pieces is essential to the success of a social media campaign.
At the same time, storing that information for future reference remains a vital component of social media strategy as well. Many companies place social data within a relational database, but such traditional databases may be ill-equipped to handle the large stores of unstructured data collected from social media platforms. NoSQL databases definitely offer a better alternative, providing more flexibility and scalability when handling vast sums of information. Even so, depending on the type of social media campaign being run, NoSQL databases aren’t always the best solution. That’s when other modern technologies can quickly come to the forefront to pick up the slack.
Cloud Computing Is A Key Ingredient
Cloud computing is perhaps one of the most useful tools in terms of getting the most out of social data. Businesses can deploy the cloud where it is needed so that customers demands are specifically met. The cloud also has the ability to scale upwards when workloads become too heavy. This is especially important since there is no sure way to know how popular a social media campaign will be.
In cases where a campaign explodes in ways even the wildest estimations couldn’t fathom, having the cloud handy helps to meet those new demands. Such flexibility is also a crucial feature since social media is constantly evolving. Even if a company concludes a social media campaign, the same resources can be used for another one, only with a different landscape of social networks to manage. The cloud also helps in organizing different approaches depending on the platform, making social media campaign much easier to maintain.
Round Out Your Skills and Digital Toolset
Businesses that buy into the hype surrounding the potential of social media campaigns are buying into something solid, but it requires the right technology to make it all work. With big data analytics, advanced databases, profiling tools, and the cloud leading the way, creating a successful campaign is now within the reach of organizations of all types and sizes. Those businesses not attuned to using the latest technology are operating at a significant disadvantage compared to their competition.