Social “Media” Intelligence And What It Means For Your Online Business
Updated: Apr 26
Humans are social creatures, we are wired on a neurological level to connect. In Daniel Goleman’s book “Social Intelligence: The New Science of Human Relationships” states that we are designed for sociability, constantly engaged in a “neural ballet” that connects us brain to brain with those around us.
A lot of our success - and often even our survival in life - depends on being able to pickup and interpret social cues from the people we interact with on a daily basis. Even our moods are effected by our social media interactions, which means that our relationships can be nourishing or toxic to our wellbeing on a biological level.
What does this mean for businesses? Think of the places you frequent on a daily basis. Do you favour a particular coffee shop because the staff are always friendly? Do you frequent a cafe because the owner is always there and takes the time to talk to you? Do you return to a certain gym class because the other participants are always encouraging? None of these things necessary mean that the product 0r service itself is superior. However, the social benefit that you get keeps you going back.
In todays world many businesses have moved online. How can we apply the same principles in a virtual community? How can we master “Social Media Intelligence”? Don’t
confuse social media intelligence with “Social Listening”. Social listening will gather the data but intelligence will present the data in a meaningful way which businesses can
use to to create the solutions that their clients need. How effectively you use this data will be the measure of your “Social Media Intelligence" and is what will give you the
edge over your competitors.
You will need to provide your clients the same “social experience” they feel in real life. Starting with the design of your online presence. The colours you use, fonts, layouts are
the first impression you make and will determine if a client will click through to see more or just leave. Your sites need to be easy to navigate and use so make sure you test every
single link. YOU need to be present. Yes, it’s virtual... but your face whether in photos or in video will give a personal real touch. You will also need to moderate and manage the
online community. Create spaces where clients can interact and communicate in a friendly manner. Post reviews, encourage a dialogue, ask for opinions, run polls. Establishing a virtual space where clients can interact in a friendly beneficial manner will make them feel like they are part of a community and will keep them coming back to your sites.
To create these spaces you will need to understand your target audience.. who they are, what they need and what will grab their attention. This means you must become an expert at analysing data, and there is an overwhelming amount of data that is generated on a daily basis. From the number of likes, to the comments (both negative and positive), to specific demographic data about your clients, to their behaviour on your channels and what actions they take.
To make full sense of the vast amount of data, businesses will need to incorporate AI systems but that doesn’t mean incurring a huge cost. It is a s easy as taking advantage of the insights tools available on your Facebook and Instagram pages. Make sure you are using Google Analytics to fully understand your businesses. These tools are available free for you to use and provide most of the information you need to increase your Social Media Intelligence and make better business decisions.
Leaders In Digital are experts in social media data analysis and we believe that if you learn our tactics through our one to one or corporate consultancy programs available both online and in person you can act upon your digital
opportunities quickly. We also offer Paid Media across all platforms to help increase awareness, sales and ROI.
Contact us today and we will help you increase your Social Media Intelligence and grow your business.