How can online marketing, an industry that’s infamous for its metrics-obsessed capacity to be downright predatory, become as much a benefit to consumer communities as it is for the business?
SociallyConstructed.Online was founded to answer this question.
By focusing on bettering brands through participation and collaboration with the communities supporting them, Samantha “Venia” Logan sought to lessen the marketing industry’s reliance on morally gray, overzealous behavioral tracking systems.
After offhandedly mentioning this idea to yours truly (Dylan), we took a rough idea and built it from pipe dream to a business focused on improving the industry’s relationship with online communities using our own data analytics system — the Social Currency Metric System.
SociallyConstructed.Online’s purpose today is simple:
We equip those in charge of online communities with tools that ethically “listen” to what those contributing to conversations online are saying.
The end goal is to take these insights, and help community managers, data analysts, influencers and business owners collaborate with the communities supporting them. We provide real-time qualitative data to help orient themselves in a direction that will promote business growth and consumer goodwill.
This collaborative effort relies primarily upon passive social listening of data channels such as Facebook feeds or support ticket queues. By relying on qualitative data from conversations surrounding your brand instead of intrusive quantitative tracking, we’ve taken lessons from academia. The social sciences' use of data analysis methods to study cultures and other such groups has given us a decades’ old tried-and-true toolbox to work with.
Tools that we have made user-friendly enough for daily business and analytics use.
Why Qualitative Data?
While quantitative data can infer how people generally feel, qualitative data gives those feelings context enough to make powerful and insightful observations. It helps to shine light on trends that quantitative data isn’t able to pick up on, and proper collection of qualitative data can reduce or eliminate the cons to qualitative data analysis we covered earlier.
As Venia discussed in our blog on the pitfalls of surveys in qualitative data, surveys are prone to failure because they collect “active” data — data that is explicitly requested — rather than “passive data,” or data that is generated as a result of regular participation.
Qualitative data analysis of comments and suggestions left on channels such as Facebook don’t rely on those souls kind enough to take your survey — it’s feedback straight from those who are freely sharing their thoughts and feelings with you.
The more your customers feel like they’re being heard, the more they’ll be willing to share their thoughts and opinions with you in hopes that their pain points will be addressed. The question, then, is how to begin this loop of passive consumer feedback you can act on to improve your business and garner yet more feedback.
SC.O’s answer to that question lies in social capital and our Social Currency Metrics System.
The Social Currency Metrics System
The Social Currency Metrics System, or the SCMS, for short, is how SociallyConstructed.Online helps businesses involve their consumers directly in their reputation management and decision making processes.
Reputation is a paramount concern of community managers and businesses alike, as it plays an increasingly tangible role in the success of a business, and the likeliness of patrons willing to support them. Many people no longer just purchase products, but rather seek to support their friends and family as well as those whose values and goals match up with their own.
A key component of that “relatable small-business” mentality is the ability to understand the wants and needs of your consumer base in real time, so you can pivot to meet your clientele’s needs as they arise.
SC.O does that by an evaluation of five specific “traits” used in garnering reputation:
Businesses begin by identifying what each of these metrics mean to them, and then they can begin to sort through the qualitative data they collect in order to see where their consumers think they shine, and where they could use some work.
The system is an extraordinarily simple one that can lead to surprisingly in-depth qualitative data analysis. It is capable of offering up an obscene amount of information at the cost of only 1-2 hours a week, once the system is set up and ready to go.
Week-to-week “snapshots” of how businesses are doing in the eyes of their consumers can help businesses brainstorm plans of attack. By utilizing the SCMS to form actionable next steps in accordance with the wishes of their clientele, businesses can achieve tangible and measurable gains in customer sentiment, practically in real time.
Quantitative data has reigned supreme since data-harvesting tools and the sort of demographic information made available by companies like Facebook made the information so easy to come by.
Completely rewriting the playbook is a big ask.
That’s why we aren’t asking you to change the way you market to your audiences. We’re only suggesting that you supplement it with the tactics and strategies we have to offer.
SC.O is Not Just An Analytics agency
SociallyConstructed.Online’s biggest strength is not just in our role as the inventors of the SCMS analytics platform. We're also experienced small-business consultants with almost 20 collective years of experience in the digital marketing industry.
We are skilled and practiced in areas such as rebranding, development or optimization of marketing funnels, content creation, SEO, and more.
None of these are any less important than sentiment analysis when it comes to digital marketing. So while the integration of the SCMS into existing data analytics strategies is our primary service, SC.O takes a full-stack approach to our digital marketing services so you can pick and elevate the strategies that will reap the most benefit.
Sales pitch over.
The point I’m trying to make is that Venia and I built SociallyConstructed.Online because we as marketers need to do better.
We came to this conclusion because of growing disillusionment with the status quo of digital marketing. The wild, wild west days of digital marketing are over. Laws like the GDPR are having a profound effect on the sorts of information companies are allowed access to and how they’re stored.
Choosing not to participate with these regulations is no longer an option. SC.O’s SCMS system makes adhering to these guidelines easily achievable, by rendering the morally gray behavior tracking implementations that collect information on consumers they don’t want you to have, unnecessary.
Part 2 of this series will cover social currency as it pertains to qualitative marketing, and how it has become the backbone of our SCMS system. Sign up for our newsletter to keep in touch with our new releases, and make sure to stay tuned, for more exciting content is coming down the pipe soon!