Social media is fair to whoever uses it. Almost every feature offered is universally available to every participant – individual or brands, small or large. It is the effort invested on the platform that decides the outcome. It is not the volume but the quality of content that creates a connection with the platform’s audience. A large number of brands already invest significant resources on popular social media platforms
Twitter has features to retrieve the archives, one can refer the below link for more details.
Companies that regularly post on social media sites can actually analyse their posts to understand the seasonality and trends of their followers, etc.
This can help to see the trend and alter it accordingly. Interestingly, it is also possible to analyse the trend of positive and negative sentiments amongst the users, about their products and also about their competitors.
In a pre-digital era, clearing archives and dusting of physical files creates sneeze, in digital era, dusting social archives can rain gold instead.
Marketing is like politics only, more the crowd for meetings does not mean more voter turnout and casting votes supporting one. More viewers and followers need not necessarily translate into selling of products and improvement of revenues.
With the improvement of analytics technology, it is easier today to mash up the digital social content analytics with the customer behavior, customer traffic, sales revenue etc.
Some analytics that are possible in such scenarios are:
a) Peak revenue period Vis-à-vis Peak social media traffic period (to see whether it is instantaneous or there is a constant lag or there is no relationship).
b) High net worth customers vis-à-vis their social media involvement.
c) Possible Revenues triggered through social media channel vis-à-vis mapping customer profiles for product or service enhancements.
d) KPI of Net Score of Sentiments (Positive or Negative) Vis-à-vis Net Revenue Score.
e) Trends of above across Season, Calendars and any irregular patterns.
The above are just indicative analytics, pre-built social analytical set-ups help to derive the hidden data converted into information in few minutes.