Analyze Offline Data to Refine B2B Social Media Efforts

Many B2B companies do not realize that they already have a treasure trove of data waiting to be analyzed, to provide guidance for a variety of marketing activities, including their social media efforts.

It is very likely that your B2B company has a customer service division and chances are you may even record calls for quality assurance (I hope). Taking it a step further, you may even have a built-in speech analytics module that a business analyst may routinely look at to understand keywords, trends in tone, inflection, job title of the person calling, sentiment, and much more. I often think of these systems as the offline version of an online social media monitoring platform.

The great thing about the data that’s collected within these types of systems is that it’s easier to detect trends and eventually apply statistical meaning because of the sheer volume of this more traditional channel for customer insights. Also, with potentially less discussion occurring online from customers of B2B products, it’s that much more important to use the data you already have at your fingertips and work towards applying it to understanding your marketing mix.

Once you’ve secured access to this type of offline data, take the following steps:

1. Find Trends in Offline Data

Build a dataset that spans back at least 3-6 months and report on the most common keywords and trends in any positive or negative themes.

2. Use Keywords to Begin Social Listening

Take keywords and keyword phrases that the business analyst produces with the offline data source and use them in conjunction with your brand or specific product names using social listening tools.

3. Compare Historical Data

Use a social media monitoring platform that will allow you to retroactively pull social data that’s reflective of the same time period that you’re pulling your offline data. Date range-specific query is even more important in understanding trends in online and offline data when you launch a new product, service or promotion into market.

4. Optimize Marketing and Social Media Efforts

Use this information to inform your marketing organization in how to most effectively identify and communicate with their target audience via social media. The more authentic you can be in developing a communication bridge between your organization and your target customer, the more effective your message will be.

Have you analyzed the data from other functions within your B2B company to guide your social media efforts?