How analytics are boosting social marketing efforts

Acting quickly on the correct data helps engage more customers, as General Electrics, Raytheon and others found out

With dozens of social marketing venues for its divisions and subdivisions, General Electric still retains central oversight, largely through its use of analytics.

As new platforms rise and fall, Paul Marcum, director of global digital marketing and programming at GE, keeps a close watch, game to test-drive their effectiveness. But he's just as willing to move on if the venue doesn't attract the desired audience. For instance, the company let its Foursquare presence go when it realized the platform was not a match for GE's marketing needs.

With brand, divisional and subdivisional social media presences on Facebook, Twitter, LinkedIn, YouTube, Pinterest, Google+ and more, GE found that developing and deploying content and managing every response to each audience was too time-consuming for in-house resources.

Offloading content development has allowed the company to develop an overarching social media strategy that plays to each platform's strength. Marcum considers Facebook as "GE at its most accessible" because it has the most content and fastest response times. YouTube is an avenue to celebrate GE's technology and manufacturing impact with engaging videos.

Taken together these channels "humanize the organization in a way it never had been before," Marcum says.

Outsourcing content

He selects advertising agencies based on their expertise with specific social media formats. For instance, one agency skilled in visual presentation and video deals with Instagram content; another that is known for its ability to generate micro-content is tapped for Facebook and Twitter.

Marcum acknowledges that this "robust mix requires more overhead" in terms of managing it all but ultimately calls it time well-spent.

Marcum continues to finesse GE's social marketing approach, mostly through improved analytics. In the early days, Marcum received a PDF each week with basic results such as likes, fans and followers. But that was inadequate, because "it wasn't tailored to engagement or real time and really didn't reflect the opportunity in social media," he says.

Nowadays, GE uses homegrown analytics and visualization software that pings all social media APIs for data, including Google Analytics, Facebook and Twitter. Managers can access real-time customizable dashboards that illustrate performance on a daily basis.

Marcum says this model is far better for determining the best social media platforms for specific customer segments. His ultimate goal: to have clear visibility into cost per engagement.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

If creative, media and technology were bedfellows

It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.

Jason Dooris

CEO and founder, Atomic 212

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

loved the Qantas airline and hyundai one

Furqan Bin Rizwan

10 examples of virtual reality marketing in action

Read more

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

Latest Podcast

More podcasts

Sign in