[clickToTweet tweet="28% of people would rather engage through social media than visit a physical location. More here." quote="Almost half of all Americans have interacted with a company via social media. In fact, 28 percent would rather engage with an organization on social media than visit a physical location." theme="style2"]
It’s no secret that brands should use social media as a communication tool. From engaging with happy customers to placating disgruntled ones, using platforms like Twitter and Facebook is necessary to strengthening relationships with consumers.
Yet, despite its pervasiveness in marketing strategy, social media is an underutilized resource for gathering data - beyond Twitter Analytics and Facebook Insights. Social media can yield a deeper understanding of who your target audience is, what’s important to them and how they feel about your brand. These insights can serve as a guide for bigger marketing decisions- if you unearth and use the data correctly. After all, the most crucial step in digging for data is knowing how to use the shovel.
Here are 5 key considerations for collecting social media data.