Consumer Tools for Business Environments

Recently I met Digi.me, a budding company with a tool that backs up all social media data into one place. For consumers, it means they don’t have to use all the individual search features (which are often clunky) on each social network to access their timelines, visuals or interactions. Users can also export images to pdfs or create photo books.

I can certainly see the value in having all my social media data backed up and owned by me. But what got me really thinking was the value it can deliver to brands in planning and reviewing social media campaigns.

Social media has become a numbers game when it comes to evaluating the success of programmes. Whilst analytics can be useful for measurement, it’s only part of the picture when creating a social media strategy. It’s important to assess your current social media status in terms of tone and voice. There are some things that simply don’t come up in only analysing data.

Developing a successful social media strategy requires compelling content, a solid but flexible timeline, a deep insight into your audience and an understanding of each social network. Analytics are fundamental to this, but taking a content-focused approach is also important. You can only assess the softer elements of a campaign, such as look, feel, tone and voice by digesting the content and the interactions of the past. Being able to use a tool such as digi.me to search for certain topics, geographical location, or users would make this possible.

Insight into editorial content and user interactions could give brands the knowledge and instinct to plan better for the future. Successful social media planning must combine analytics with reviewing the brand voice to get a clear picture of success. It is only then that brands can develop the successful social media campaigns of the future.