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How to Gather Customer Insights From Social Media

July 14, 2021

Social media is a powerful tool for businesses. It’s how people communicate and interact with the world, so how can we not take advantage of this fantastic resource? The first step to gathering customer insights from social media is knowing where to look. Customer insights are observations and interpretations of the customer market. Each customer insight helps companies understand their customers better to determine what to do next in terms of product development or research.

This article will introduce five different ways that will help you get started on your search.

1. Check Social Engagement Metrics

Social engagement refers to how attuned customers are to a company’s social media posts. Your customers may decide to unfollow your accounts on social media if you don’t keep them engaged consistently.

Examples of social engagement metrics are as follows:

  • Likes – The number of people who gave you people a thumbs up. Other platforms like Facebook allow for a range of reactions aside from a “like,” ex., hug, heart, angry, etc.
  • Comments – The number of people who wrote a comment on your post. Unlike “likes,” comments pave the way for users to share their thoughts about the post, which provides you with more customer data you can use for market research.
  • Shares – How many users shared your post on their feed.
  • Posts per day – The number of posts you publish each day.
  • Reach – The number of people that saw your post on their feed.
  • Engagement rate – The percentage of followers that interact with posts. Instead of focusing on the volume of social media posts, turn your attention to getting more reactions from each.
  • Followers – The more engaging your posts are, the more followers you should have.

Today, many companies use Facebook Insights or Twitter Analytics to take a look into how well their content is performing on these platforms.

Businesses should only track metrics relevant to their goals and objectives. For instance, it’s one thing to follow easy tips for ads on Facebook. It’s another to monitor important Facebook metrics to track, such as impressions, click-through rate, CPC, and others. By doing the latter, you get customer feedback based on the behavioral data you’ve gathered. 

At the same time, you must know how to turn these insights into actionable marketing efforts. For example, if the CTR of your links is below 1%, you are most likely targeting the wrong audience. So, you must change the audience who will see your ad.

By tracking the appropriate social metrics for each of your campaigns, you get to know more about your customer base and the type of content that resonates with them.

2. Listen to Your Customers on Social Media

Most of the time, your customers on social media don’t address their concerns about your business directly to you. Instead, they use their desired platforms to voice out their issues publicly for all to see.

While it would have been better for them to contact you about any problems they are experiencing with your company, this is nonetheless consumer insights you can gather via social listening.

This practice is a way to gather customer insights by listening in and knowing what customers are saying about your company and its products. It involves tracking keywords, hashtags, mentions of competitors or brands related to the industry you work in, and collecting data from customer sentiment tools that analyze how people feel about these things.

Social listening is crucial because it can provide businesses with valuable information about how customers feel and what they want. This information is vital for marketing. It will help you decide how best to target and engage your audience to get them interested in purchasing your product, if not keep them as customers.

To listen on social media, you must use a platform like Awario to scrape posts across different social channels containing your keywords and hashtags.

For example, by entering your product name in the tool, you can gather tweets and posts talking about your product. From here, you can see what people are saying about it.

Social listening and sentiment analysis, when combined, is also an excellent sales prospecting method for your business. By finding disgruntled customers or people on the fence about your product, you can talk to them via social media and convince them to stay as clients or try your brand out.

3. Collect Target Audience Feedback

Audience analysis is a term used to describe how a company or business can observe the buying habits, preferences, demographics, and other aspects of their customer base. One can gather this information from phone surveys and social media channels like Facebook, Twitter, Instagram, etc.

Unlike previous methods above, however, getting real customer insights from this approach requires you to create a survey campaign using tools like SurveyMonkey and share them on social media. Then, you can incentivize the survey to make it worth people’s time and generate more responses.

Be sure to ask multiple-choice questions to make it easy for respondents to complete the survey. Also, ask pertinent questions that you can use as meaningful data to gain a deeper understanding of social media users.

Analyzing audience data allows you to find out how your customers perceive you and how they feel about the company in general. So even if you think you have one of the best Instagram strategies in place, what’s better is knowing what your audience thinks about it and how they would react to it in the form of a survey, which is what truly matters in the end.

It also allows companies to determine what could be done differently or better, not only for their prospects but also for their customer base.

Using their responses similar to customer feedback, you prove to them that you’re a genuine business that looks out for their needs and apply their suggestions to boost your on-site rankings, aside from other reasons.

4. Monitor Best Social Media Traffic Sources

As a business, you want to know which among the different social media platforms are driving the most traffic to your site.  This way, you can focus all your efforts on social channels driving the most referral traffic to your business website and get the most ROI from them.

For sites that aren’t referring enough visitors to justify the need to continue with your campaign on them, you can either pause it for now and rethink how you can make it better.

To know this, head on to Google Analytics, go to Acquisitions > Traffic > All Channels, and click on Social to view how much traffic each of the social media platforms brought to your site.

To better monitor your campaign using traffic source as your metric, you must add UTM parameters to the site links. For example, if you found an influencer to promote your business, you must tag the social media channel where the influencer will be promoting your site. This way, Google Analytics will properly show how many visitors the influencer brought to your site.

5. Check Your Social Inbox Regularly

Users will reach out to you via DM for each social platform to ask questions or voice their concerns. If you’re managing multiple accounts at the same time, you’ll have to log in and out from each one to read and reply to each message you receive.

However, using tools with a social inbox feature, you can view all the messages from different platforms in a single dashboard. This allows you to read and reply to their messages faster and more conveniently.

As a source for customer insights, social inboxes are akin to customer support. The only difference is that they didn’t message your support team (if you have one). 

From here, your goal from each message you receive from users is to measure customer satisfaction through success stories

Whatever your business is, even if you’re a social media agency, it’s in your best interest to delight clients. And by providing them with the best customer experience possible, you reap the benefit of customer insights from each message –  good or bad – to help your business grow.

Gathering Customer Insights from Social Media in a Nutshell

The science behind human behavior is complex and constantly changing. Therefore, by monitoring the data from your social media following the tips above, you may miss valuable customer insights that could help improve your business.

However, if your focus is on Instagram marketing, you can get help from Social Pros. Its highly skilled virtual assistant will do everything to launch marketing strategies using a data-driven approach so you can meet your broader business goals and attract more customers!



Hello people! I'm Cyavash (pronounced see-ya-vash). I'm the head of SEO here at SocialPros. I believe writing content is all about sharing a user's concerns and offering the right solutions. And my job is to provide you with the content you're looking for!

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