Feeling the love: the importance of social analytics

By on Feb 14, 2014 in Social

Accurate measurement is at the heart of feeling the love

Accurate measurement is at the heart of feeling the content marketing love

It’s Valentine’s Day, and I’m writing a post with “love” in the title. Blegh. Schmaltz. I’ll admit that I’m not a fan of the holiday, and certainly not an “observer”.

Now that the cynic in me has been taken care of, I’d like to talk about how positive sentiment is vital for your business. And the role online marketing plays in creating – and improving – that sentiment. That’s right: I’m talking about feeling the love.

What does “positive sentiment” mean in content marketing terms?

When we talk about positive sentiment, we’re talking about the over all recordable trends that allow data analysts to assess the popularity of your brand, and the loyalty of your following. The analysis of positive sentiment forms a part of statistical analysis science known (intuitively enough) as sentiment analysis. And it’s big business.

Why does it matter?

First of all, I’m fairly certain everyone reading this wants to be liked. If not personally (you mature, self-assured individual, you), then certainly in business terms. If our business, our services, our products, our skills and our talents are not recognised as valuable (in other words, liked), then no one will want to pay money for said products, skills, talents and so on, and it’ll become commensurately more difficult to feed our families. We don’t want that. This is why it’s important to make sure that what you have to offer is what people are inclined to pay for, and to make sure that they know that you’ve got what they want.

Send in the cavalry

That’s where content marketing comes in. Content marketing refers to the entire marketing discipline devoted to educating your public about how your products, services and skills fill a significant void in their lives. It takes time, because your audience needs to be engaged and, essentially, led through a series of conclusions until they realise for themselves just how much you can help them. It takes money, because the message needs to be communicated well: it needs to be well-written, enticingly illustrated, and comprehensively shared on social media.

And it needs to be measured.

A recent Forbes study labelled 2014 as the year of digital marketing analytics. The author explains that digital analytics allow marketers to predict the best use of their resources and measure the success of their campaigns, thus allowing them to make educated predictions for the next campaign.

He says:

This has two implications. The first is that any professional in the internet world from SEO to content marketer can give themselves an edge by strengthening their data capabilities. From ensuring the success of your campaigns to making yourself un-fireable, data skills will be a huge asset. The second implication is for brands and agencies: the ability to manage successful campaigns will require strong data analysis human and technological capabilities. As your competition becomes more sophisticated, your ability to keep up will be directly helped or hindered by your data capabilities.

He also generously shares three articles that provide quick insights into the world of data analytics for content marketing:

I recommend heading over to Forbes and reading the full article there, as well as these three interesting analyses.

When choosing the best marketing team for your next campaign, make sure you ask them about their data analysis policy, and how they use what they learn to continually improve your campaigns. Without a sound understanding of what has gone before (and what trends lie ahead), even the most cleverly executed campaign could have very little impact indeed.

Vanessa Davies is the head writer, senior designer, social media adept and business owner at aXent Associates. Online marketing, blogging, home education, lifelong learning, optimal nutrition and personal growth are high on her list of priorities. You can follow Vanessa on Twitter or Google+.

Great content writing, combined with a marketing strategy based on decades of online marketing success form the foundation of a potent relationship marketing plan.