Building Strong Social Media Relationships Using Database Marketing

Database marketing has become such a hot trend all over the world today. It is an integral part of many businesses globally – at least it is for businesses that want to reach out to larger populations. There used to be a time when customer information was only helpful if it included the email address and physical address. You could send them an email and maybe drop something in their mail. However, who uses post mail for marketing in the 21st century? These were the only records that were commonly purged from the marketing databases.

In today’s marketing database, you will find a vast world of information especially that relating to web activity and social media interactions. There is no way that you can separate business marketing from social media in this day and era. It is one of the leading marketing platforms on the planet. Even without a person’s real name, the data concerning their activities on the worldwide web plus their interactions is going to be of great help. However, if you would like to get good results from your marketing campaigns on social media then you have to get good data on the people you are contacting.

Studying social media data

It is a little bit difficult to study the data that is being generated by the social media platforms of an individual and apply it to your marketing campaign. Data analytics relating to social media will give information such as the engagements, reach and number of followers. Some of these details can tell you a lot about an individual. Take for instance a Twitter profile, the number of followers and the industry within which a majority of the followers are to be found will help you reach out to more people.

An individual with a large following is known as an influencer. These are the people who have a large reach and high chances of getting good engagements. Influencers are hard to reach out to, but they can help you reach out to the people who might be interested in your products. Their activities on the internet will tell you quite a bit concerning what they are up to.

Tracking social media data

When you are looking at social media data, there are two types of interactions that you can track and carry out an analysis on. The customer’s direct interaction with your brand’s social profile is the foundation of one of these interactions. There are those people who are creating content concerning your brand (perhaps a Tweet, Facebook status update and such), there are also those who comment on your content and create product reviews for your brand.

Targeting these individuals is of great importance because it will help you solidify a relationship with them. It provides lots of insight concerning things as varied as making decisions concerning the products to focus upon a particular period of time or the locations to focus upon most.

The second type of social interactions that you can track is the social interactions of the customer with other consumers or the sharing of your content with friends. This interaction is of utmost benefit when it comes to indirect social marketing. It can enable the marketers to create profiles of target segments that could potentially help build brand affinity or even become evangelists for the brand within the specific social networks.

How does this help?

This data can be extremely helpful in the development of point-of-sale promotions or even email promotions that are aimed at encouraging consumers to check out your site. There is one mistake that many individuals make when they are doing this kind of marketing – focusing too much on conversions. Just like with any kind of online marketing, you should be ready to prepare yourself for the long-wait. Patience is paramount and by the time you are getting the conversions you might have to wait for quite some time.

Capturing this data is going to enable you to make use of your online database in a bid to generate brand awareness and construct the brand loyalty and affinity through segmentations, accurate targeting and relevance. All of these lead to a great return on your investment by brining good traffic to your online store and even your physical stores.

Product publishing versus relationship building

In order to build a good database containing relevant data, you will need to have a team. In this team there must be social media experts and database administrators. You do not want to build a database based on irrelevant data or a database that is not secure. This is where the DBAs come in to save the day, click here to know more about DBA services. In the process of creating your database of social media content, you will be building relationships online.

This is where the big questions come into the equation: should you focus on product publishing or the relationship building? Go through the social media profiles of some businesses and the most predominant thing that you will spot in these profiles is products. This is all good but if you want to get good engagements, then the best thing that you can do is build relationships with as many people as you possible can on the social media platforms.

When you build relationships online, you will be able to get good engagements on the product postings that you make. There is no benefit that you will get when you have thousands of product images posted on your Twitter handle but then none of them has made much of an impact on the social media users. Database marketing is the secret to building a good relationship online. Your database will tell you about the engagements you have: who is engaging with your brand, where they are from and how are they engaging with your brand?


Marketing using social media is quite easy but at the same time it can be horribly difficult. Database marketing plus use of social media data is going to be extremely beneficial in building brand loyalty. It is important to get a database administrator who will keep track of your database activities. With the help of a database administrator you are able to build relationships on social media with more effectiveness and achieve better results in return.