A social media search engine should be a part of every marketing team’s arsenal.
Why, you ask?
Well, imagine coming up with a really cool idea for a campaign.
How would you know if another brand has already created something similar before? We all know the search functionality on social media is no good.
The solution? Social media search engines.
In this blog post, I’ll take you through social media search engines and show you how it can make your job a whole lot easier.
What is a social media search engine?
Social media search engines work pretty much like regular search engines. Only instead of searching the entire world wide web, it looks only at content posted on social media. When you type in a term or a phrase, it returns social media posts that contain it.
There are different kinds of social media search engines. Some, like Pipl, help you find people across different networking sites, which can be helpful in outreach efforts. Others show you posts, tweets, or maybe blog posts that contain a search string, including hashtags.
Obviously, this is excellent when doing research on a large scale. But it can be hard for social media marketers to examine all these search results. There will be posts by people and brands, including news media. You cannot limit your search to brands in your industry or even just brands.
Haaaaave you met Discover?
Benchmark gives you access to Discover—a social media search engine like no other. Marketers use this on a daily basis to get their creative juices flowing.
Here’s a host of features that will help you discover inspiration, find concept evidence, and explore whitespaces for your brand’s content:
- The search results come from Benchmark’s repository of branded content. You can search through over 1 billion pieces of content published by over 100,000 major brands.
- These results include posts from Facebook, Twitter, and Instagram.
- You can pare down to the industry or region most relevant to you.
- Discover lets you to sort the results based on engagement, reach, audience size, or chronologically.
- Identify the brands that have posted content around a topic. You can even look at all the posts a single brand has published around a keyword.
- Discover content ideas by searching for branded social content based on dominant colors and/or objects used within images and analyze their performance. You can filter the results further based on industry and geography.
- Find out what’s trending in any industry and geography. Discover popular posts, hashtags, and topics along with dominant colors and objects used.
- Most importantly, Discover alerts you about content creation opportunities that are coming up in your industry.
- It is built to facilitate collaborative content creation. You can save posts to a board and share it with your team.
How does this help me do my job?
Data-driven approaches are key in social media marketing. Marketers are well aware of that. For this reason, they emphasize measuring and monitoring every aspect of what they post on social.
Based on this historical data on, say, engagement, and reach, marketers can narrow down the strategies that work for them. Discover lets you channel data-backed insights into your content creation efforts as well.
Discover content opportunities
In the fast-paced social media space, you need to work at the speed of culture. Basing your content strategy on your historical data alone might not suffice. You need to be on the look-out for content opportunities that are popular in your industry.
For instance, if you are a North American automobile brand, here’s the list of upcoming conversation opportunities Discover uncovers for you:
You can quickly find the topics that are trending as well as upcoming events and holidays. This way you can make sure that you don’t miss out on these conversation opportunities.
Engineer content strategy
So, as we discussed earlier, Discover shows you what brands are talking about. But how can you use data to create compelling content?
The answer is yes.
Content and keyword research
First, Discover shows you what other brands have already published around a particular topic. You can look at any time period you wish, dating as far back as 2012. You can even sort them according to engagement markers such as likes and shares.
Along with these results, Discover gives you a list of brands that have posted the most around that topic. You can select a particular brand to see all the relevant content they’ve published. This is a great way to gain a deeper insight into the strategies of a peer or an aspirational brand.
You need to say the right things at the right time to get engagement on social media. For instance, if I started talking about Pokémon Go now, nobody would care.
Before you start working on a piece of content around a particular topic, do a quick search on Discover. You can easily see the number of posts that have been published around it during the time period you specify. The volume of content as well as how engaging these have been is a good indicator of whether you should go ahead with that topic.
Further, you’re shown the list of brands that’ve joined in these conversations and how many posts they’ve published around it. From this, you can estimate how relevant the topic is to your industry and region.
Check for concept evidence
These features can also be used to check for proof of concept. That is, you can check how feasible a content idea you have is. You can explore if it has already been done and if so, how successful they were.
With a clear idea of what’s been done and what scored engagement, you can create something distinct.
Explore white spaces
With the spread of social media, conversations are getting crowded. Brands find it difficult to say something new and stand out.
Enter, white space analysis.
White space analysis involves identifying conversation gaps in your industry that might interest your audience. For instance, No Shave November is not a holiday you would associate with automobile brands, but check out how Jeep got great engagement talking about it:
Jeep’s decision to chime in about No Shave November shows that they know their target audience. If a particular holiday is popular among your target audience, it makes sense to get some visibility in conversations around that.
Collect, collaborate and create
Use Pinterest-style boards to put all your ideas in one place and collaborate with your teammates. When you’ve found a piece of branded content you want to build on or seek inspiration from, add it to a board.
Boards can be shared with your teammates, who can add in posts themselves. You can collaboratively discuss ideas and decide how to go about creating your next piece of content. This is especially helpful for teams with members who work remotely.
In conclusion, Discover is the solution for every marketer who’s ever wished for a Google for branded content. Using this social media search engine, they can create compelling content informed by data.
Want to take a tour of Discover? Talk to one of our strategists today!