Data-driven pitches, campaigns, and results consistently impact clients more than even the most creative gut feelings.

But where should this data come from? Traditional consumer research methods like surveys and focus groups are often too time-consuming before a pitch.

Analyzing consumer conversations on social media offers a quick way to measure everything from campaign opinions to purchase intent for a client’s product. Social media analytics enable top agencies to win business and demonstrate ROI.

Here’s how.

Why Social Media Analytics?

Social media analytics provide valuable insights into any brand, product, or topic of interest to your client. By tapping into real-time consumer mindsets, social data has become the premier source of consumer insights for agencies. Advanced tools allow deep analysis in seconds, with AI surfacing relevant insights as trends emerge.

Speed to Insight: Forget waiting for research, surveys, or focus groups. Instantly access data on any brand, product, or topic.

Unsolicited Opinion vs. Solicited Opinion: Observing consumer opinions on social media provides more accurate results than asking for their opinions directly.

Ease of Use: From account executives to analysts, anyone can quickly obtain data-driven insights to impress clients and secure business.

What Insights Can You Uncover with Social Media Data?

Here are the top categories of insights agencies can extract from social media data:

• Audience insights: interests, age, gender, geography
• Brand perception: Purchase intent, Sentiment & emotion, Share of voice, Competitive comparison
• Consumer trends: Emerging trends in a specific market, Changing consumer preferences, How conversations have evolved over time

How to Use These Insights

These insights can enhance your pitch, prove your expertise, and inform creative strategies. During and after a campaign, these metrics can demonstrate ROI and the value of your agency’s work.

Using Social Data to Win New Business

Data-driven pitches outperform those that lack data. Given tight timelines, the speed of social media analytics is crucial. Social media data can now be analyzed as quickly and easily as conducting a Google search, enabling anyone at the agency to obtain data-backed insights for pitches, even with short deadlines.

Winning Business: Analyzing Audiences

Enhance your pitch with audience demographic data. Social media data provides a deep understanding of the demographics of any brand, product, or topic. Demonstrating insights about the client’s audience builds trust and positions you as a fresh source of consumer insights. Explore audience interests to uncover potential co-marketing opportunities and understand how a brand or product fits into consumers’ lives.

Winning Business: Proving Knowledge and Delving Deeper

Proving that you understand the client and their consumers is crucial. Social media analytics enable you to create custom categories to analyze the intricacies of a brand or industry, going beyond simple mention volume. Showing detailed consumer insights, such as diet trends for a food and beverage brand, can significantly strengthen your pitch.

Using Social Data to Prove ROI

Clients seek ROI from the pitch through to the campaign’s end. Social media analytics offer concrete measurements beyond likes, shares, and clicks. You can provide data on how a social campaign influences sentiment, emotion, or purchase intent. Creating dashboards that track custom metrics in real time can further demonstrate your agency’s value.

Proving ROI: Measuring Success in Offline Channels

Consumers discuss everything on social media, allowing you to analyze conversations beyond social campaign performance. Track overall brand perception and the impact of your entire campaign, not just the social elements. Measure purchase intent to show how campaigns drive mentions indicating movement down the sales funnel.

Proving ROI: Measuring Brand Perception and Target Audience

Apply the same analysis to full-on brand or product evaluations. Monitor changes in how people feel about your client or aspects of their business to show improvements since your involvement. Highlight changes in audience demographics to demonstrate the achievement of specific campaign goals.

Afterword

Starting a client relationship with data-backed ideas and proving ROI ensures that agencies can showcase their value from the initial pitch to the campaign’s end.

Ready to harness the power of social media analytics? Read the full guide to learn how data-driven insights can elevate your pitches, enhance your campaigns, and prove ROI to your clients.

The Table of Contents of “The Agency Guide to Social Media Analytics“:

• Introduction
• Why social media analytics?
• What insights can you uncover with social media data?
• Using social data to win new business
  • Winning business: Proving knowledge and delving deeper
• Using social data to prove ROI
• Afterword
• Win business and prove ROI with social media analytics

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• Free