by Mattr | Feb 3, 2015 | news
(Originally posted in SEMRush) Social media data has been overwhelming from the get-go. Even the smallest company has access to an overwhelming amount of data, and sifting through even 100 followers without a data scientist has eaten up more than one frustrated social media marketer’s weekend. Then comes the analysis paralysis and inevitable doubt: Maybe you’re collecting the wrong data. Maybe your data-collection method is off. Maybe none of this means anything anyway! It’s a lot to take in. Fortunately, the latest push for big data in business has rubbed off on social media marketing. New technologies make organizing social data organic to your marketing processes, and it’s getting easier to show social media ROI every day. If your company is still stuck in the data dark age, here’s your warning: It’s time to embrace data-driven decision-making for social media. Who Needs Social Data When You Have Expert Intuition? It might be hard to find a marketer who is willing to say that out loud these days, but intuition has long played a leading role in business and marketing decision-making. However, according to PricewaterhouseCoopers and The Economist’s recent study, “Gut & Gigabytes,” this habit is dying out. The study shares insight into how 1,135 senior executives make high-level strategic decisions, zeroing in on two important recent changes: First, that data is more readily available and customizable, leading marketing specialists to look to data to inform their intuition more often. Second, the number of people involved in the decision-making process and the amount of externally and internally sourced data increases every year. Marketing specialists now have unprecedented access to...
