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4 CHALLENGES OF USING SOCIAL MEDIA DATA FOR ANALYTICS

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Social media platforms have transformed how customers and brands connect and engage. In fact, it is considered one of the most disruptive technologies of the 21st century. Its ability to present customer sentiment and opinion as simple, measurable data has made social media a highly effective business development tool.

But social media monitoring programs are not without their faults. There are significant limitations to accurately interpreting online observations into actionable business insights. We have listed four such limitations below:

Dispassionate Data: The informal environments of social platforms encourage people to use colloquial and personal elements in their language. And pretty often, it’s beyond the understanding of automated sentiment analysis programs. This makes it hard for them interpret the context and sentiment with which the brand is being discussed.

The Numbers Don’t Add Up: The number of likes on a brand’s page don’t accurately reflect actual engagement or conversions. But since they stand out in social media profiles, most analytics campaigns end up as an effort to analyse and increase the number of page likes. This often results in a lack of tangible return on investment, even for successful campaigns.

The Incomplete Picture: The contrasts between people within social media ecosystems are just as notable as they are out in the world. While some have an active voice and interact more proactively, most are just browsing through. Levels of engagement can also vary with demographics and campaigns. While you might hear more vocal opinions from the younger audience, the larger older demographic might choose to remain silent.

Data Relevance & Quality: The quality of online data being analysed is always a concern among enterprises. Social media platforms are littered with fake and duplicate profiles. Adding to the problem are the access restrictions on most profiles that make it difficult to verify their validity. Also, social channels provide very little or inaccurate information on user journey.

The truth is that the path from social media analytics to conversion is often complicated and without patterns. This makes it hard for businesses to find a relevant use for the gathered analytics data and pinpoint factors that cause users to connect with the brand.

In spite of all this, social media remains the most effective means for brands to engage directly with their end customers, understand them, and what they want. Efficiently leveraged, it can be a powerful tool for brands to gather data that can be used to build insights for long term business development.

If you are an enterprise in the UAE trying to gather actionable, business-oriented data from your various social media channels, we can help you out. We have an exceptional analytics team that can help you implement comprehensive social media monitoring programs. We partner with online dashboard providers like Klipfolio to offer you your most relevant data and present them over user-friendly and insightful interfaces, customized and restricted by user access and requirements. So get in touch with us right away.

5 Simple Actions for Website Optimisation

Simple Actions for Website Optimisation

As early as 2010, site loading speed was listed by Google as a crucial factor in their site ranking algorithm, and they’ve recently updated their mobile algorithm to include page loading speed as a ranking signal for mobile sites as well.

Statistics show that speed is a vital factor for increasing conversions – a second’s delay can result in a 7% loss in conversions, and 79% of users who have trouble with a site’s speed is unlikely to return for a second look. Every user consistently wants a fast-loading website – that’s why optimising your site for faster performance is crucial.

Here are 5 simple tips for optimising your site.

Re-check your code – Is your site cleanly-coded without bloating and unnecessary tags or characters? It might be worthwhile to reexamine the way your code has been written. Page load speed performance increases when you reduce the amount of code that has to be requested from the server.

Use a Content Delivery Network (CDN) – A page loads slower the further the viewer is from your site since the data has to travel a longer distance. To solve this problem, use a content delivery network that can cache and deliver your content to users across multiple locations

Image optimisation – Image optimisation is an often neglected area – they are heavy, slow loading and yet an important part of your website. To reduce the amount of bandwidth consumed daily, optimise images for the mobile and the web according to their proper formats like JPEG, PNG, GIF and so on.

Database optimisation – A regular check of the website’s database to remove duplicate or redundant data can increase website speed, as well as make it easier to process, retrieve and handle data.

Accelerated mobile pages – If most of your users access your site through mobile, it’s important to make your web pages AMP compliant. The AMP Project is an open source initiative that makes it possible for site owners to create mobile optimised websites and have it load instantly on the mobile web.

A marginal increase in site load speed can make a significant difference to your bottom line. Increase your conversions by optimising your website for the best performance.

GMI has over sixteen years of experience in designing high performing websites that make a positive difference to our client’s business goals. Partner with our experts and see the difference! Contact us today.