We have long been told, and I myself have preached, that when it comes to social media, it’s not about likes or followers – it’s about engagement. And to an extent, this is still very true. Facebook’s $19 billion WhatsApp’s acquisition wouldn’t have occurred if all 500 million users had simply downloaded the app. It was in the use and engagement of the app that the value lived.
That said, let’s assume you’re a popular brand. Say you’ve amassed thousands – or even millions – of Facebook likes. I’m willing to bet that means you have a lot of web traffic. If your site is lead optimized or has a login option that visitors utilize, you have a lot of prospect email data. Or, if you’re a retailer with a good number of customers, you have a good amount of customer data. In most if not all of these situations, it’s likely that this customer or user data you’ve worked to achieve from your consumers is spread out over a bunch of different platforms – your CRM, your DMP, your social listening platform.
All things combined, that is some really big data, spread out over some really big platforms with really big names that have become acronyms only those in your industry understand. Of course, this is for good reason: you know that data’s value. It is your brand’s gain from a user’s engagement – a route to direct communication.
“Data is your brand’s gain from a user’s engagement – a route to direct communication.”
Unfortunately, that data is also really messy data. How do you make sense of it all, and connect the dots between digital and real-life personas? How do you pull all the data to one place, and how do you convert your latent audience into active customers time and again?
The answer is actually pretty simple and at the risk of running a completely self-promotional blog post – it’s Umbel. Umbel is a platform that empowers companies to claim new revenue, subscribers and engaged advocates by visually simplifying their audience data, with profitable actionability built directly into the interface. Better yet, Umbel turns your Facebook likes into a tappable audience.
By uploading your amassed email list into Umbel, the platform grabs all brand affinity, demographic and social network information from your users (with their explicit permission — because we believe privacy rights lie with the user). Using this data, you can easily see preference or behavior adjacencies that you may have never previously associated with your audience. For example, a luxury brand might find that 30% of its audience also follows and regularly interacts with fast-fashion brands — giving them the perfect targeting opportunity to grow and engage their Facebook audience.
And here’s what’s most interesting: this is your company’s first-party data. This means that your company owns your audience data. And with owning audience data, you also own the decision to collect and leverage it. As a brand, these are your basic data rights, and in understanding them and acting on them is hiding some serious ROI.
“For your customers and users, their data rights are pretty clear: ask before you take and take only what you need.”
For your customers and users, their data rights are pretty clear as well: ask before you take and take only what you need. And Umbel ensures that all clients follow this rule of thumb every single time.
So while the number of your Facebook likes may not matter in and of themselves, they do imply that you are a brand with data to be reckoned with. And that puts all the power back in your hands.
It’s about much more than generating a popular Facebook page. It’s knowing your audience. It’s about delivering the best experience.
Are you up for making your Facebook likes truly matter?