Every year in January we can await for these what-trends-to-expect-in-2017 type of articles. Personally, I find them informative and useful, since it’s good to be prepared for all the upcoming tendencies and have them in mind, while creating marketing strategies for the client. To analyze data gathered from Social Media is simply crucial, otherwise there is no point in collecting it, really. But let’s dive in straight to some major trends.
A number of key trends are set for the social media space in 2017. Significantly, many hinge on what is both a broadening and deepening of the reach of the field of social media analytics. Deep data extraction, the intensification of emotive content and, chiefly, the need for accurate sentiment analysis are all poised to feature strongly as we move into the new year – and beyond.
New applications for analytics
With developments in the field, social media activity can now be leveraged to generate detailed data and insight. While simple numbers of likes and shares will remain relevant, the new year will usher in an era of exploring the deeper significance of these social signals and what they really mean, at their core, for corporates, social movements and countries. Monitoring sentiment will be key.
Prediction and personalisation
The implications hereof are many. Not only will new opportunities for brands and other entities looking to understand or reach highly targeted audiences emerge, but consumers will be the recipients of ever more customised and reactive brand experiences. On the corporate front particularly, insight into consumer behaviour – understanding how people think and feel, based on what they share voluntarily across social media – has applications not only for marketing and PR, but, crucially, for business intelligence, market research and strategy.
Being heard above the noise
Moving on to social media campaign drivers, emotion (and content that evokes it) will also likely be key in the year ahead. When media saturation is high, eliciting a strong emotional response remains one of the few ways in which content can be made to stand out. Emotive content is also, often, action-inducing, via tweets and shares. Here particularly the need to accurately assess consumer sentiment becomes crucial and is a space in which human integration comes into its own. Leveraging data available through social media campaigns will allow brands to not only isolate key target groups, but deliver them highly personalised and relevant content that has the ability to be heard above the white noise of today’s media-saturated landscape.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.