Influencing the social web space with public data


Tamir Roter,
VP EMEA & APAC,
Bright Data
Let's talk about social media. There’s no escaping it; it is the eyes and ears of almost every business sector and nearly every go-to-market strategy. It makes everything work differently and operate more clearly. It changes the way consumers digest information, buy products, and discover new ones. Through social media, consumers are exposed to new forms of advertising daily. To put it simply, with social media, everything is different.

So, we all keep track of those evolving channels to tap into every piece of information that is relevant to our business. However, there is so much information out there that constitutes what a successful social media marketing campaign is supposed to actually look like. Therefore, it is impossible to manually keep track of all the data. This data basically entails what works, what doesn’t work and why, what your target audience reaction was and so on. All this information can really help marketers paint a full picture of how successful social media campaigns should be structured in real time.

Taking full advantage of this platform would ensure that marketers' campaigns work, especially since what was relevant today may no longer be relevant tomorrow. Therefore, companies need to adjust their strategies to react in real time to put out relevant social media content in the moment, in the relevant now.

To be able to digest the vast amount of information out there and to keep on top of what’s trending, companies are turning to public social media data collection to automate the process of gathering this information.

Through automated public web data collection, social media marketers can maintain full visibility over the social media web space, no matter how extensive it can become. Doing so helps them dominate their industry by collecting and analysing fresh data in real time. This means they can really keep a hold on their market landscape, measure their campaign success vs. the competition's, tap into their consumers reviews in real time, and ensure they impact their campaign as well as their business.

This specific data set helps social media teams spot shifts in consumer behavior to anticipate the popularity of products and campaigns. It allows them to personalise their customer’s experience by understanding their preferences with consumer behaviour data.

They can also gain a better understanding of their audience by monitoring consumer sentiment, i.e., who their customers are following, being followed by, liking, and talking about. These insights help them anticipate emerging trends.

Social media web data can also help inform marketers in regards to how their competitors or affiliates are perceived by customers. It can also enable them to evaluate what content is working for competitors, with likes, hashtags, posts, and comments data, as well as find topics, products, and the correct language that best resonates with these shared interests.

This methodology also allows marketers to identify and hire the influencers that would best align with their brand and help them increase product sales or bring in additional revenue streams.

In fact, some companies have even created full platforms that help match companies with relevant influencers and optimise their influencer campaigns by collecting public web data to power their analytics.

Furthermore, social media data has shown to be able to generate new leads for sales teams by smart filtering databases holding web data from reviews, followings, and competitor pages. It also enriches these databases with updated live information.

Overall, social media web data has improved the decision-making process of many social media marketers, allowing them to harness and better understand the full scope of the social media web space and how their customers interact with these platforms across the world.

While there is a massive amount of public web data available surrounding this increasingly popular form of marketing, social media data collection solutions and data sets have provided marketers with the much-needed insights required to build a full understanding of the strategies that drive success on this important medium.

Without it, there is no illuminated pathway to success. Social media success can only be carved out by looking through the insights provided by the data.

Speak directly with Tamir on LinkedIn and find out how your business can achieve success using web data collection.

For more information on how web data collection can help your business, please visit Bright Data

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