Your social media analytics clash with market research. How will you navigate this conflicting data?

1 Assess Data

When faced with conflicting data, your first step is to assess the integrity of both sources. Scrutinize the methodologies used for gathering social media analytics and market research. Are the sample sizes sufficient and representative? Consider the timing of data collection as well—social media trends can be fleeting, while market research might reflect more long-term patterns. Understanding the context and limitations of each data set is essential to pinpoint where discrepancies may arise.

2 Compare Metrics

Next, align the metrics you're comparing. It's like ensuring you're measuring apples to apples, not apples to oranges. For instance, social media engagement rates might not directly correlate with market research on brand awareness. Make sure the metrics you're looking at serve the same purpose. It's also crucial to understand the different metrics' nuances; a like, share, or comment on social media might not equate to a consumer's intent to purchase.

3 Identify Patterns

Now, look for patterns in the data. Is there a consistent trend that both your social media analytics and market research are hinting at, despite their differences? Perhaps your social media suggests a product is popular with a younger demographic, while your market research indicates a broader appeal. These patterns can help you identify the true segments of your market and how they prefer to engage with your brand.

4 Explore Context

Understanding the context behind the data is key. Social media analytics might be influenced by recent events or viral trends that don't have a lasting impact on your brand's overall market position. Conversely, market research might not capture the immediate reactions of consumers to a new campaign or product launch. Digging into the 'why' behind the data can unravel the reasons for conflicting insights.

5 Reconcile Findings

After thorough analysis, start reconciling the findings. This doesn't mean forcing one set of data to match the other but rather finding a way to integrate both insights into a coherent strategy. Perhaps your social media analytics can inform short-term tactical moves while market research shapes longer-term strategic planning. The goal is to use both sets of data to create a more nuanced and effective marketing approach.

6 Adjust Strategy

Finally, based on your reconciled insights, adjust your marketing strategy accordingly. This might involve tweaking your social media content to better align with broader market trends or vice versa. It's a process of constant calibration—using every piece of data to refine and improve your approach. Remember, data should inform your decisions, not dictate them in isolation.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?