Como obter insights para melhorar a comunicação nas redes sociais
Atualmente, o fluxo e a disponibilidade de dados sobre o comportamento dos consumidores são cada vez maiores, porém, de nada adianta ter acesso a estes dados se sua empresa não souber o que fazer com eles. É necessário criar um processo otimizável de coleta e análise de dados, e assim, extrair insights para melhorar a comunicação entre marcas e clientes através dessas informações.
A comunicação nas redes sociais, além de estratégica, é uma forma de gerar inteligência sobre o cliente. Conheça, a seguir, algumas dicas de como otimizar a tomada de decisões de sua marca, obtendo insights para melhorar a comunicação da sua empresa nas redes sociais. Confira!
1. Defina e conheça melhor seu público de interesse
Uma grande vantagem das redes sociais é sua capacidade de monitoramento dinâmico. Toda ação, seja de atualização de conteúdo no perfil ou de mídia paga, deve contar com o apoio de ferramentas de analytics e monitoramento. Isso permite que sua empresa consiga alinhar onde, como e quem sua marca deve atingir.
Além disso, pesquisas aliadas a dados de CRM ajudam a identificar com maior precisão quem é o seu público de interesse nas redes sociais.
2. Explore opções de segmentação e tendências
Ao entender o perfil do seu público de interesse, monitore. Fique atento ao seu comportamento e ao que ele diz. Analise emoções, sentimentos e temas do seu interesse.
As redes sociais auxiliam a guiar a análise de tendências para que ideias criativas possam ter suporte estratégico. Monitorando o comportamento do seu público, é possível encontrar oportunidades de temas que ainda não sejam comumente explorados, e assim, se apropriar disso para utilizar na sua estratégia de comunicação.
3. Utilize dados demográficos para geração de insights para melhorar a comunicação
Cruzar dados como sexo, idade, local onde mora com informações como status de relacionamento, estado civil e classe social, por exemplo, pode gerar insights inéditos que vão ajudar muito a identificar a linguagem adequada que deve ser utilizada nas redes sociais.
4. Entenda que toda tendência tem sua jornada de maturação
Acompanhar tendências é uma boa forma de otimizar insights para melhorar a comunicação nas redes sociais. Entretanto, é preciso que haja uma percepção de como o ciclo da tendência ocorre.
A princípio, toda tendência desponta com um pequeno grupo pioneiro e inovador. Depois, pessoas que estão antenadas às novidades são influenciadas por esse primeiro grupo, que por sua vez, influenciam um grupo muito maior de pessoas. Com a popularização, a tendência atinge o chamado mainstream.
Identifique em qual momento da pirâmide de adoção de uma tendência se encontra seu target. Dessa forma, sua empresa terá opções mais assertivas em seus insights para melhorar a comunicação nas redes sociais.
5. Analise como sua concorrência se comunica
No ramo de atividade de sua empresa, possivelmente há uma comunidade virtual interna e externa. Essa comunidade é formada pelos clientes e fãs da sua empresa e os da concorrência. Analisar canais de maior engajamento da concorrência pode ser um ótimo recurso de insights.
Redes sociais como o Facebook permitem que você defina um Painel de Controle comparando os números de alcance e engajamento entre outras páginas. Com base nisso, é possível entender o que está sendo feito e o que tem gerado bons resultados, assim como também é possível identificar oportunidades de assuntos ou posicionamento que ainda não estão sendo explorados, ou de promessas que não estão sendo entregues de forma efetiva.
6. Interaja!
Nada melhor para saber como está sua comunicação e obter insights de melhoria do que ouvir seu público! Esse feedback permitirá à sua empresa conhecer as opiniões, preferências, hábitos e o que sua persona gosta ou não na comunicação com as marcas nas redes sociais.
Por isso, interação é a palavra-chave para obter insights para melhorar a comunicação. Faça enquetes, estimule (e responda!) comentários, crie ações que gerem engajamento.
Depois, claro, faça uma análise dessas interações, buscando dicas e padrões que ajudem sua empresa a ter uma comunicação mais assertiva com seu público.
Conforme uma pesquisa realizada pela Hello Research, um a cada quatro brasileiros segue alguma marca nas redes sociais. No entanto, pouco mais da metade afirmou já ter deixado de seguir uma ou mais marcas nesses canais. Isso demonstra a dificuldade das empresas em se comunicarem assertivamente para manter o interesse do seu público.
Por isso, é fundamental que as organizações busquem sempre otimizar sua linha de comunicação com o cliente, sobretudo em canais tão dinâmicos quanto as redes sociais.
Transforme os dados gerados e coletados nas redes como inteligência de mercado. Isso não apenas ajudará a melhorar as suas métricas, como a manter uma base ativa e fidelizada de clientes, além de gerar insights também para melhorar o seu negócio.
Curtiu? Então deixa seu comentário aqui nos comentários ou em nosso post no Instagram.
Conteúdo desenvolvido por Room 33.
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