Three Key Takeaways from Social Analytics Experts

Co-Authored By: Kelly Cross, Assistant Account Executive and Silje Lier, Senior Account Supervisor

Recently we had the opportunity to venture up to Times Square for the NYC Sysomos Summit and got a refresher on all things social analytics. To get you up to speed, Sysomos is an insights-driven social platform that we use for social monitoring, listening and analytics.

At this year’s summit, Sysomos brought together experts from companies like Google, Reddit and WWE, who each shared a unique perspective as to how digital data and analytics drive their business decisions.

The speakers shared what it takes to succeed in the modern digital age. Here are key highlights.

  1. Data is KING. This point was stressed in sessions throughout the entire day—data, data, data. Too often companies push out social media content without taking the time to gauge reactions—both positive and negative—to those posts, or they measure social media performance in a silo. Because social media has become a focal point for new, loyal and potential customers to voice opinions about the product or services offered by a company, taking an integrated approach to analytics is imperative. It not only provides companies with the means to understand its competitors and trends within the space, but also taps into consumers’ opinions which allows a greater understanding as to where improvements can be made.
  2. Listen to your audience to uncover opportunities. We hear this all the time, but blindly posting content without understanding who they’re aiming to reach and why, along with identifying the best platform to reach them, prohibits companies from getting in front of people who are most likely to discover or react positively to their business. Elizabeth Motta, Director of Talent and Data Analytics at WWE, shared how the fan-driven #GiveDivasAChance campaign completely altered WWE’s programming. Social listening led to the creation of a women’s WWE division – and lots of happy fans worldwide (more than 850 million, to be exact).
  3. Don’t be afraid of new advances in technology. Summit speakers pointed to artificial intelligence, voice technology, and increasingly live social experiences (e.g. Facebook and Instagram Live) as trends to look out for in 2018. Be prepared to adapt to available consumer touchpoints and look for smart ways to engage in an era of utility-seeking, status-sharing consumers.

To keep up with future events and more from the Tonic team follow us on Instagram (@Toniclc) and add us on Twitter (@Toniclc)!

Tweet a recap of our takeaways with the infographic below. [Click to view full PDF.]

Four Key Takeaways from #BlogHer18 Health

Co-Authored By: Samantha Bolinski, Senior Account Executive and Kate Callan, SVP, Social Strategy

We had the amazing opportunity to attend the 2018 BlogHer conference where, for the first time, the focus was on health. Held in the uber-chic neighborhood of Tribeca, New York, the conference was swarming with women from all areas of the health and wellness online media space. The conference kicked off with a networking/cocktail hour followed by the 2018 Voices of the Year Honorees ceremony where the list of recipients included inspiring and revolutionary women such as Chelsea Clinton, Carmen Perez, Linda Sarsour, Tamika Mallory, Jodi Kantor, Megan Twohey and Tarana Burke, to name a few (ya know, NBD).

Following an epic night with several women who, quite frankly, changed the world, we were ready to tackle day two of #BlogHer18 Health! The agenda was jammed packed with sessions led by some pretty fierce, self-made influencers in the health/wellness industry, both on and offline.

Topics included personal stories from women who have overcome significant obstacles in their own lives and became advocates for others’ health, overviews of disease awareness health campaigns, engaging with and educating the media, using video and photos to enhance storytelling and how film can be a catalyst for conversations around health, to name a few.

As we reflect on BlogHer18 Health, here are our four key takeaways:

    1. Authenticity is key to engagement. Authenticity is what an audience craves because it shows vulnerability, particularly in the health industry. It’s all about being honest and true, and unapologetically you. Authenticity is what invites your audience to open up and engage via comments, liking and direct messaging. An engaged audience that connects with the true persona of an influencer or brand is more valuable than a huge audience that is not engaged. Influencers are savvy and those with a strong focus on authenticity will pull this through to the brands they chose to align with.
    2. Know your audience, and tailor content for them and each platform you use. In addition to authenticity, tailoring content based on platforms is critical in managing and maintaining a community. During BlogHer, influencers shared that their followers visit them for different things on different platforms and they tailor content to what works best for each audience. Knowing this, community managers must remember to identify the right place for the right content at the right time to be successful.
    3. Online connections are powerful ways to manage health issues. Today, communities of all types have been reliant on social media to connect with others going through similar experiences. Patient communities are looking to hear from fellow patients to help support and guide them on their health journey. While medical information from a physician cannot be replaced, online patient communities often supplement these discussions with real life experiences.
    4. “Your best idea doesn’t come to you while you’re texting.” Arianna Huffington said it best! Despite co-founding an online media group, Arianna has become an advocate for the need to unplug and destress in a world that is always connected. During her closing talk, she reminded everyone how important it is to disconnect and talk to your peers to conceptualize new ideas. Instead of emailing or texting back and forth, host a brainstorm or take a (device-free) walk. Do not neglect exercising your creative side!

For more from behind-the-scenes at #BlogHer18 Health, follow us on Instagram (@Toniclc) to view highlights from the conference floor and on Twitter (@Toniclc) to read the insights we heard throughout the day!

Lastly, huge thank you to SheKnows Media for a wonderful and educational experience!

Share a recap of our takeaways with this cool infographic. [Click to view full PDF]