One of the biggest trends of 2014 is advanced connectivity. Connected toothbrushes, connected homes, connected cars and more. So while I’m excited about all the different possibilities in this area, it’s equally important, as marketers and communicators, to continue to “stay connected” with consumers in terms of understanding their ever-changing wants and needs.
Below are social media tools that are all designed to help you get the most insight to stay connected with your target audience.
Take a look at the demographics of your current audience. They may be different than you think. Outside of using platform analytics, check out Demographics pro to give you some additional intel. This tool can analyze any Twitter account, tweeted brand, hashtag or campaign. Along with the basic stats, it will tell you where your audience eats, shops and the products they use. They also offer a free app on Hootsuite.
If you’re looking for the ideal Twitter audience to engage with, then Followerwonk (acquired by MOZ) gets you closer to finding them. This tool provides detailed profile analytics of your followers and offers search functionality for the most influential followers, number of people unfollowing/following and see how you stack up to your competition.
To understand your social impact on Twitter, Topsy is designed to understand who the key influencers are for your brand, analyze competitors, find out who’s sharing your content and how the content is being shared. The fact that this tool can go back to the very first tweet posted in 2006 and provides instant information across 425+ billion tweets makes it that much more powerful than a regular Twitter search.
As we all know, images are a highly effective way of engaging with your audience. And with the explosive growth of Instagram and Pinterest, it’s key to have a tool that can help you understand how your images are performing on these sites. Curalate shows you how to effectively showcase your images by providing in-depth information about your pins, followers and boards.
Managing multiple social profiles is a lot of work. So having Expion as part of your social media command center is key. With Expion you can monitor, post and analyze hundreds of questions that come from Facebook, Google Plus, Instagram, Twitter and more. The easy to use interface also allows you to examine sentiment on review sites (i.e. Tripadvisor, Foursquare, etc.) and provides in-depth data of competitor’s fan pages. Expion also offers a browser plug-in, Social Advocator, which brand advocates can use to personalize and repurpose your content across their own social media accounts.
Amazon.com CEO, Jeff Bezos, said it best, “If we can keep our competitors focused on us while we stay focused on the customer, ultimately we’ll turn out all right.” With connectivity growing to sights unseen, using tools to understand this evolving sphere will inform you of future messaging and content that will resonate with your key audiences. This way they will feel truly connected with your brand.
These are my top five tools to understand how to stay connected with the customer, what are yours?
Helena Dobbins is the Social/Digital Manager for Airfoil, an integrated marketing communications firm, with offices in Silicon Valley, Detroit, London and Hong Kong. Follow Helena on Twitter: @ChasingSecrets