Image source: http://searchenginewatch.com/sew/how-to/2347619/5-ways-social-data-can-enhance-marketing-dataNot new to marketers is the power of social media, but Uri Bar-Joseph from Search Engine Watch is encouraging marketers to integrate their social data to enhance their traditional marketing data.Bar-Joseph recommends five key approaches for using social and engagement data: to provide added value for ad selling, to enhance TV ratings data, to test messaging, to test creative, and to research keywords.Social data provides valuable information on social profiles, impressions, and increased reach through shares. Media kits should start to include social data, in addition to post-ad reports that illustrate impressions, reach, and engagement.A Closer Look at the StrategiesAnother powerful strategy is using social data to supplement TV ratings data. Social data provides insights on the types of audience engaged with the TV show as well as the types of engagement.Marketers can use engagement data to test messaging in a cost-effective and quick way with a highly-targeted audience, allowing firms to gauge effectiveness before heavily investing in one message or another.Similarly, marketers can test ad creative before rolling out major, expensive ad campaigns. Engagement data helps to evaluate how well the ads are doing and what creative resonates the most with your audience.Finally, social data can help with identifying keywords. By using tools such as Twitter Trends and hashtag research tools, marketers can identify keywords and then create content that will be optimized for queries and phrases.Social data combined with traditional marketing data can provide valuable insights for marketers on consumer trends and user behaviour, and provide added value for publishers and advertisers.Original articleBar-Joseph, Uri. "5 Ways Social Data Can Enhance Marketing Data." Search Engine Watch. N.p., 2 June 2014. Web. 23 July 2014.
