In 2018 it is safe to say that companies are spoilt for choice when it comes to data sources about their prospective clients and customers. Social media platforms have emerged as the richest sources of customer-oriented data for most small and big enterprises around the world. In fact, the only way to find out if people are talking about your brand is by staying vigilant on social media. Several social media listening tools can help you with this, but that’s the topic for another day.
Today, we are here to tell you how you can utilize all the data from social media interactions, you probably already have in store.
In most cases, we chance upon companies sitting on mountains of genuine data without even realizing it. Well, that’s a good thing and a bad thing. You have all the data you need, but you have no way to access it or use it. It is like owning a mine of gold or diamonds, yet not knowing where to start digging. That’s why data engineers and database administrators are here to help you and similar companies. Expert DBAs can help you tap into the potential of stored social media data.
What is data mining anyway?
If you are new to data management and data mining, this can seem too simplistic to you. However, that’s exactly how it is. You need to keep a close eye on your existing customers on social media platforms. The presence of database software programs and social media integrating tools aide that process to a great extent. Believe it or not, if a customer is availing your service or buying your product, they are talking about your brand extensively on social media. Once you start following them, you will land on a massive volume of usable data. You can find out your customer satisfaction ratio, conversion rates, social media traffic diversion rate and of course figure out ways to minimize the churn.
Is data mining truly for you?
Data mining is the process that helps you with the extraction of actionable data from a hotchpotch mingle of data. This discovers patterns in high volume data sets. For example – it can help you determine the frequency at which a repeat customer avails your services or the rate at which your social media mentions drive traffic to your website. Besides the usual, data mining can also help you serve your customers with products and services they want, improve UX, cut costs and reduce business risks. It also helps to minimize reiterations and increase data integrity. Data mining can form the solid foundation on which you can base your business predictive analysis.
The database is the answer to your customer satisfaction problem
Therefore, all marketers need to facilitate the growth of their database for harnessing the power of social media marketing to the fullest. The database needs to have inputs from subscriptions, promotions, email marketing campaigns, social media shares and customer reviews. To foster a healthy and strong database you need to take help of database administrators and data engineers, who can keep the pathways streamlined and the tables clean. The data analytics experts can help you utilize the data from the relational database and generate actionable information for business decision making.
Database management is no longer an option for businesses. With the advent of mobilegeddon and digitization of literally every small aspect of your target customer’s buying choices, you need to make a serious effort to upgrade your social media database for business. Your customer’s convenience and safety should be your primary concern. With increasing threats from malware and hackers, each database requires cloud encryption and protection. If you intend to store your customer’s bank details or card details on your cloud database, always take help from a reliable and experienced DBA. They know the legal nitty-gritty of the process, and they can set up security firewalls for protecting your precious customer data.
This is the time to make the switch to a cloud database oriented model. Most businesses that are thriving today rely heavily on social media marketing and digital marketing for reaching out to their target customers. You need to make use of this opportunity and create your own social media campaign, with an extra edge of a dedicated database. Always remember to utilize your data and prevent your data pool from turning into a data swamp. Indulge in data mining, even though it might seem slightly superfluous in the early days of social media data collection.
Sujain Thomas is a data marketing expert. She has been around since the advent of big data and big data mining. Her work on database optimization and data mining for customer-based businesses is helping thousands of businesses make the best of their existing social media accounts to expand their