Social media monitoring has become a mainstream practice across almost every industry. Marketers evaluate web chatter in real time to create dynamic and timely social media content that adds to or sparks a conversation with new and existing followers.
It makes sense that brands would focus on data-inspired social media strategies: Pitney Bowes noted that 25 percent of surveyed respondents will put social insights to work in the near future, and a report from J.D. Power and Associates discovered that 87 percent of social users buy from brands they engage with positively online.
Social media monitoring can significantly enhance companies’ internet marketing campaigns, and brands that want to take their efforts to the next level should consider sharing audience-responsive content in real time. Take a page from McDonald’s content marketing menu.
Recently, eMarketer’s Debra Aho Williamson interviewed McDonald’s Director of Social Media Rick Wion about how the global fast-food brand adapts to the changing social media marketing world. Williamson discovered that McDonald’s uses social analytics to reach real-time marketing goals. Wion noted that the fast food company constantly tests and learns as it goes, putting together different marketing messages and evaluating responses before taking the next step. In essence, McDonald’s creates a choose-your-own adventure-like campaign and delivers ready-made content to take advantage of social chatter and trending topics....