So many brands are finding their voice, and clientele, online – but many more are finding themselves suddenly displaced at the speed of social. Real-time dashboards that make social media monitoring accessible to all are a must. And we’re going to share pro tips to help you beat those online odds and come out on top!
Identify Trends and Influencers
Ever notice how it looks like the best parties seem to be the ones you weren’t invited to? You see the photos after the event and your FOMO impulse soars to new levels, as you score an invite to every party after that – just in case. But the hype is just that, leaving you exhausted and still in search of that elusive, amazing event you’re certain to miss out on. This is online marketing in 2022.
Brands are so busy chasing that big win with known influencers or events, that they miss the emerging trends and lesser known (but entirely credible) influencers that could really move mountains for them. And real-time social dashboards reveal this intel for you, solidifying and streamlining efforts, ensuring you see the intel that matters most for your brand.
With it, brands can view anything from popular hashtags and emojis, to Net Sentiment and Brand Passion, to understand the depth of consumer love about emerging topics, or to spot influencers gaining sudden ground.
With data coming in real-time, you can be first to leverage a viral meme, or respond to a consumer need before your competitors do. Or narrow your insights to a particular region and be ready to act when an event takes an unexpected turn – or when the world does.
As Lusine Kodagolian, Founder of Stratint Research shared during a recent NetBase Quid LIVE, the volume of information relevant to Pharma was typically quite predictable, consistent, and steady. Starting 2020, however, while other industries were disrupted, Pharma exploded in terms of information: Clinical trial results, treatments, supply chains, efficacy of vaccines, drug pricing, patent issues, etc. And with the influencer landscape changing drastically, decisions had to be made quickly.
They had to determine which influencers were resonating in the space and why. Also, they needed solid criteria for determining when to loop clients in and alert them to key market participants. Understanding the landscape was critical because information could blow up overnight depending on who was pushing the content. Real-time, accurate intel was key.
And this need applies equally to pivoting in response to real-time campaigns.
Understand and Adapt to Shifts
If you wait for a campaign to finish before assessing its impact, you’re doing it wrong. Real-time dashboards let you follow progress in the moment, so you can adjust as needed based on the data coming in. And also to make predictions about trends and technologies that can disrupt markets – with powerful predictive modeling based on what’s happening right now.
As Michael Wahlen, Project Leader at Boston Consulting Group (BCG) shared, dashboards populated with data from ready-built algorithms help his team uncover trends and opportunities.
BCG uses NetBase Quid to track startups)and see what they are doing and where they intend to go, with a focus on helping companies become more innovative and identify growth opportunities.
Recognize and Resolve Issues Before They Become Crises
Real-time is never more useful than when negative sentiment is brewing. When there are issues, you want to know about them long before things reach critical mass – which is why real-time alerts are so beneficial.
Brands use NetBase Quid to assess risk using automated alerts about damaging keywords connected to their brand. And Post Office Ltd similarly uses real-time dashboards to stay informed of customer service issues, and misinformation being shared on social.
Acting quickly makes all the difference when a crisis is on the horizon, so having early access to negative consumer sentiment is paramount. For Post Office, taking action based on real-time data resulted in:
- Improved operational efficient and lower wait times across locations
- 113% increase in campaign effectiveness
- 80% reduction in misinformation about Post Office shared online
Report to the C-Suite on Brand Status
Real-time, visual dashboards are especially convenient for social media reporting to busy executives – who need clear and accurate information quickly to inform decisions that affect all areas of operations.
With customizable dashboard configurations, each business area can view the metrics that matter, zoom in on specifics as needed, without missing a beat.
Sample dashboard for Starbucks
Given that competitors have access to all the same insights you do on social, this kind of speed and accuracy is table stakes.
As for those weekly, monthly and annual reports – they still have their place when it comes time to assess ROI over longer stretches, and to look for patterns that recur seasonally. But they are far from the only – or even most useful – way to analyze social data.
The best option is to keep it real – real-time, that is. Then you’ll never be caught off guard.
Want to see our real-time visual dashboards in action? Reach out for a customized demo.
