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Big Data     
Nov 15 2013

If You Ignore Your Social Data, You Ignore Your Business

If you are not paying attention to your social data, then you are ignoring one of the most valuable assets you have in your social business.

social dataWith every action taken on social channels, social data is being gathered and analyzed behind the scenes. First, let’s dispel one rumour very quickly: activity on social media is measurable. You just need to know what to measure and where to find your social data.

Paying attention to these insights is going to be an integral part of running a successful social business. How will you know if your strategy is generating results and helping your business grow if you are not monitoring your initiatives’ performance?

Below are three types of social data you should keep a close eye on when it comes to your social business’s performance (and a few places to monitor that data).

Demographics Engaged

There are billions of people active on social networks every day. It is nice to think that every one is a potential customer, and a good way to overcome the fear of getting started, but the reality is that your real potential customers are making themselves shown every day – you just need to know where to look for them.

Look at your Facebook Insights to see what groups of people are consistently engaging with your content. The new Facebook Insights provide some great ways to do this. If you are running Twitter ads, pay close attention to those most actively clicking on your promoted tweets. On LinkedIn, look at your company page stats to see what groups of people find your company most interesting.

These are just a few of the easy ways you can monitor your most engaged demographics and understand how you can better align your business to target these markets.


Social advertising is not being given enough credit (yet) as a legitimate source of advertising. Trust us, it is. But still, entrepreneurs running their own operations are often throwing a few dollars behind a Facebook as hoping that is generates some clicks and brand awareness. Not enough!

Set goals, target specific demographics and, both when it is over and while it is running, pay attention to your results! When looking at this social data, you might find that a user-base you hadn’t anticipated being so attracted to your offer is up there with the most active. Knowing your market’s wants and tailoring your services to provide for those wants is what keeps you ahead of the competition.

And it’s easy to find! In your Twitter Ads Manager, Facebook Ads Manager, LinkedIn Ads Manager and others, you can see all of this data in real-time!

Content Strategy

Once again, simply sharing content is not going to drive the results you hope to get as fast as you hope to get them. Every once in a while, we have a brilliant idea that helps our content go viral. And I don’t know about you, but those blue moons have been coming around less and less since the whole world has started trying to create their own viral video. Focus on how your content is being engaged with, and optimize your strategy accordingly.

Again, Facebook Insights provides you with some great insight into what types of content are generating interest. You can also look at your LinkedIn Page Insights, among other sources. This information is out there ready to help you succeed on social. Use it to your advantage!

Find out how t2 can help you leverage your social data here.

How are you leveraging the power of social data? Tell us in the comments below or on Twitter!

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Corey Padveen

Corey Padveen is Google AdWords Certified, Google Analytics Certified, a Certified Inbound Marketer and the Director of Global Social Business Strategy at t2 Marketing International. He is a principle strategist for B2B, B2C, B2G and NFP client-centered digital marketing initiatives and is a leading authority on the concepts of Social Equity and Responsive Branding. As the primary author of the t2 Marketing International digital marketing blog, a contributing author to a number of reputable marketing publications and a keynote speaker, Corey regularly shares his wealth of knowledge in the realm of digital marketing, data analysis and social media, and their applications to business in the digital age.

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