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Real Estate Marketing

Some folks hate retweets – let’s discuss their hidden value

(MARKETING) Retweets suck, but not as much as people are whining about – let’s take a critical look at this emotional topic.

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If your social media marketing campaign is even remotely well-rounded, you’re probably privy to the dumpster fire that is Twitter nowadays. Retweets and all. While it may be tempting to mute accounts with which you disagree, avoid specific hashtags, or even remove all tweets from your feed, there are a few benefits to staying in the loop—no matter how painful.

Retweets are essentially the trail mix of social media posts – you’ll get an M&M every once in a while, but you’re more likely to run into a bunch of salty raisins.

Unfortunately, retweets are also crucial in determining both your competition’s movement and your product’s success, making it tactically important to keep an eye on them.

Primarily, using RTs to monitor your competition’s progress without having to interact directly with their page is necessary for any perpetual multi-tasker.

Virtually all Twitter-geared analytics will take into account retweets mentioning your defined parameters, but being able to see and respond to these retweets as they unfold allows you to stay on top of any developing circumstances while never straying from the Twitter app or site.

Being able to respond to tweets and retweets via either comments or quotes is another invaluable aspect to keep in mind. Consumers love it when brands respond to them, and their primary reaction to doing so tends to be to retweet the response in question. This ensures that others see your response, and, invariably, someone will have a question or a comment regarding your take; if you can’t see quoted retweets or keep track of your current retweets, you’ll miss out on following up with such encounters.

If you think of retweets as marketing research that’s being hand-delivered to your feed, they’re suddenly a bit less nefarious.

Of course, if you absolutely can’t stand seeing the pure, unadulterated BS in your feed, there are ways to avoid it: there is now a script to remove all RTs from your feed, and you can mute specific accounts to prevent them from showing up at all.

However, doing so misses the overall point – inclusivity and awareness, no matter how annoying, which beats out self-affirmation in an echo chamber any day.

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Real Estate Marketing

Sentiment analysis has become unreliable, but you can get around that

(MARKETING) Gathering sentiment analysis on your brand is a standard marketing practice, but new studies reveal the data is increasingly unreliable – here’s how to combat this trend.

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Turns out it isn’t just the average Joe who should be worried about misleading information online. Brands should be equally concerned about the accuracy of consumer perception. The basics of sentiment analysis are as old as the pandora’s box of asking for someone’s opinion. However, a study by the Harvard Business Review has shown that online vs. offline consumer reactions should be treated differently.

Sentiment analysis is the computational process of categorizing a person’s attitude towards a product, brand, topic, or campaign as “positive”, “negative”, or “neutral” by digesting their linguistic patterns in their posts and comments.

It’s essentially the uphill battle of turning subjective feelings into actionable or useful data. The problem is finding accurate trends when 60 percent of sentiment analysis studies yield overall “neutral” attitudes. Not all that helpful…

Essentially, online reactions are rooted in extremes. We all have been or have that friend who posts about finding “this amazing product/brand” and must let all passing scrollers know about this new obsession.

Alternatively, some try to perform a civic duty by warning others about a poor experience to save their social media friends from the same grief. Whatever said in that comment or post is likely filled with intense emotion, equivalent to someone running out into the road to yell their feelings to anyone who’ll listen.

Secondly, the spectrum of consumer reactions can be too wide. With the rise of fake accounts and bots, accepting feedback wholesale can lead to too much noise or misleading sentiments. Specificity is key, especially when A.I. and algorithms still have trouble recognizing irony, hyperbole, and humor. (Memes, anyone?) Feedback can be more accurate by targeting phrases such as “will buy” or “won’t buy”. For bigger brands, random, sentiment sampling can also help narrow the focus.

Finally, the sentiment analysis tools should vary. There are a growing number of resources with Hootsuite Insight, Rapidminer, and Social Mention just to name a few. Different tools can help create a better picture of consumer reactions — just follow the trail of hashtags!

The minefield of online interaction hasn’t gotten any safer despite a public awareness for fake news. Context is still a tricky thing. But subjectivity still makes the world go ’round (in my opinion), and we can see the value in feedback even though it may require playing with fire.

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Real Estate Marketing

The psychological reasons that people share online

(MARKETING) Knowing people’s motivations for sharing online is a key component to getting your own content shared.

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I recently saw some family members that I only see once in a great while. Since we don’t know much about each other aside from what we see share online, that quickly became the topic of conversation (“oh, your kid’s are so cute!” “I’m so jealous you went to that concert! How was it?”).

A few of my cousins commented that I seem to leave a “cool life” based on what I post on social media. I explained that I didn’t post about the bulk of my life, which is spent working or sitting on the couch.

It’s no secret that we post the “cool” things in our life on social media to nourish this public perception we’ve all been able to create because of the Worldwide Web. And, as much as we hate to admit it, a lot of us love the instant gratification of likes and comments that come with a post.

Aside from that, there may be some legitimate psychological reasons behind why people post on social media.

First, 94 percent of people say that they share online to better the lives of others. This can be found in posts that are geared to make people laugh, to inform people of events going on in their area, or to teach something new.

Second, as I mentioned before, 68 percent of people post content that they want to reflect their online identity.

If you have an Instagram feed designed to be a “lifestyle influencer,” you may be found posting fashion pictures, pictures of meals, or travel photos.

Third, 80 percent of people want to grow and nourish relationships. This can include posting on a friend’s timeline for their birthday, or sharing an event and inviting people to come.

Fourth, 81 percent stated that they enjoy that aforementioned instant gratification. These individuals like the feeling of having others comment and engage with their posts.

Finally, 84 percent want to spread the word about something that they believe in. This can include sharing online theirreligious posts or posts regarding charity.

There are a variety of reasons to post on social media, some that we’ll admit and some that we won’t. I have a feeling that in the future, there may be a college-level course titled: “The Psychology of Posting on Social Media.”

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Real Estate Marketing

Dark data may be the key to your locked potential

(MARKETING NEWS) The key to a solid marketing campaign could be dark data if anyone can figure out how to actually use it.

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One trend that marketers and entrepreneurs alike are trying to utilize is the mining of dark data from social media. It may sound like something a supervillain in a made-for-TV movie may use to “hack the mainframe,” but it may be the crux of your next marketing strategy.

Research firm Gartner defines dark data as “information assets organizations collect, process and store during regular business activities, but generally fail to use for other purposes.”

This data is frequently unstructured, making it difficult to utilize effectively. Structured data is easy to analyze, it populates spreadsheets after a customer enters their information on your website and other clear roads of analysis.

Unstructured data, in contrast, is information that may be collected but its not utilized effectively. Almost 90 percent of unstructured dark data falls through the cracks and is never put to use. One big source of unstructured data is social media posts.

Customers will share insights into your business and brand through their posts about their purchasing habits. This is frequently done through not just through the selfie, but the captions associated with the photo as well.

A picture can tell a lot of information to people (what times of items you sell, their quality, and their overall experience) but the caption can help you understand more what their attitude towards those events are.

A picture may show an attractively plated meal, but the caption may talk about how there was a long wait for the food as well as poor customer service. These captions, and subsequent comments, can offer a keen insight into what people like and dislike about your brand called sentiment analysis.

Sentiment analysis can be utilized to understand attitudes toward your brand, and there’s multiple ways you can go about this. One method of analysis is through the building of word clouds which examine the most used words in a few days of dark data. Pro-marketers can easily pull dark data from those who like or follow a business’ social pages into software which can do the legwork for you.

Small business owners have some options that are less sophisticated but can still do sentiment analysis of dark data effectively.

The IProspect blog suggests to use “a blend of monitoring tools,” many of them free, to complete a sentiment analysis.

A better understanding of dark data means you aren’t limited to just basic social media analysis tools. With these concepts, you too can illuminate your dark data and shine some light on future prospects.

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