Rethinking Social Media Strategies:Harnessing the Power of Data

With the inundation of paid ads and influencers, it’s almost impossible for consumers to decipher between what is organic versus what is sponsored. In addition, typical social media channels only give brands access to third-party data. While this data is helpful for targeting ads, the most valuable data — first-party data — that could help understand preferences, the customer journey, and what offers might resonate best, remains elusive. As it stands, brands can’t see what is collected from clicks, browsing habits, and what posts catch the users’ eye – all of which could be used to create more personalized and meaningful experiences for the shopper.

As brands look for ways to overcome this data barrier, an alternative could be beginning to use a brand-owned ​customer ​network. This ​brand-owned channel can serve as an extension of a ​company’s​ e-commerce site and gathers first- and zero-party data via polls and surveys, user-generated content like review posts, and interactive communication via chats. Brands gain a powerful tool to help keep them stay relevant and top of mind for customers with access to this data. From there, they have everything they need to craft personalized offers, exclusive content, and special promotions based on engagements and purchase history – creating a more compelling journey for the consumer that ultimately ends with them purchasing products.

Read the complete article-

Rethinking Social Media Strategies: Why Traditional Channels Aren’t Cutting It Anymore