Big Data’s Impact On Social Media Marketing Strategies

Big data has a special relationship with social media and is key when developing marketing strategies


When you want to conduct an analysis of anything, whether it is a business or its offerings, you will discover that the amount of information that needs to be crunched and assessed is massive. In fact, it is constantly growing with each passing second. Thus, business owner or social media marketer will often find themselves becoming overwhelmed in the face of such sheer amounts of data. They feel powerless because they find themselves unable to make any sense of it and are absolutely in no position to make productive use of it. However, like with any evolutionary leap or shift in the tide, a business has to have a smart adjustment strategy.

This can help even the smallest business compete with the big guns and harness the power of this huge amount of data to work in their favor. Perhaps, the most fundamental concept a business needs to grasp with regard to the impact of big data in social media marketing is that social media is actually big data. Simply put, big data’s most significant sources is social media itself. Industry experts state that 90% of the data available in the world was collected in the last few years and 80% of it comes from sources such as social media.

Hence, if you believe big data is just like water pouring from a tap, then social media is the reservoir whence it came. Therefore, it can be said that the unending inflow of content from social media has enabled data analytics to blossom into the big data it is today. Yes, content is information, but follows, likes, shares, downloads, retweets, views, and, comments are also part of this category. Marketers can use social media to unearth and understand stories that were unimaginable before.

Thus, when we first think of social media and big data, we need to understand that there is not much distinction between the two as they are quite similar. Gone are the days when social media was optional for a business; these days, it has become a prerequisite. Luckily, this connection between social media and big data has helped in the development of new marketing strategies. Firstly, the sheer scope and breadth of big data allows a business to create a more predictive approach to analysis.

This means that marketers are now able to predict the future in terms of the effectiveness of strategies instead of exclusively relying on past performance. In this way, a business can foster the development of new tactics that are aimed at predicting customer behavior. This can limit the time and money spent on A/B testing. Social media polling is one such aspect that has experienced change, thanks to big data. Vast amounts of data have been used to create more accurate polls, which have led to better feedback and engagement from the audience.

Initially, a business can buy votes online to gain some traction in their poll and once they get the popularity, they will see an increase in traffic. This move towards big data could also bring up the possibility of customized algorithms, which allows companies to assess their marketing efforts in the most accurate possible way. With social media polling, a business is able to obtain relevant data, which can be used for improving productivity, enhancing your decision-making and lowering your costs.

However, the most important difference is that a business can become savvy with their data. Through it, they can stay competitive in the industry and optimize their marketing efforts. In a nutshell, there has been a major impact on social media strategies and it's all thanks to big data. 


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