Data Analysis - The Comma Creative

In today’s digital age, social media platforms have become an integral part of our daily lives. We use them to connect with friends, share our experiences, and stay updated on current events. However, beneath the surface of likes, comments, and shares, there’s a world of data collection and analysis happening quietly and often without our notice. In this article, we’ll delve deeper into the five things that social media platforms are doing behind the scenes, which you may not be fully aware of.

Depth of data collection

While it’s widely known that social media platforms collect user data, the depth of this data collection often goes unnoticed. Every action you take on these platforms, from liking a post to clicking on an ad, is meticulously tracked and analysed. But it doesn’t stop there. Social media platforms are capable of capturing even more detailed information, including:

Staying Time: They record how long you linger on certain posts or content. This information helps them understand your interests and preferences more accurately.
Scroll Depth: They track how far you scroll through your feed. This data allows them to determine which content captures your attention and which doesn’t.
Facial Details: Image recognition technology can identify facial features in photos and videos you upload. This data can be used to better understand the demographics of users engaging with specific content.

This comprehensive data collection serves a dual purpose. It improves the accuracy of the platform’s algorithms, ensuring that the content you see is increasingly tailored to your interests. Simultaneously, it provides the platform with a detailed knowledge base of each user, which can be leveraged for targeted advertising and content recommendations.

Cross-platform data collection

Social media platforms have the ability to collect data not only within their own domains but also across the broader internet. This is made possible through the use of tracking pixels and cookies installed on other websites. When you visit a website with such tracking mechanisms, the social media platform can continue to monitor your activities, even when you’re not actively using their platform.

One common manifestation of this cross-platform data collection is the ads you see on your social media feed. Have you ever visited an online store or website and then noticed ads from that website on your social media shortly afterward? This is a direct result of cross-platform data collection, which allows social media to retarget you with relevant ads based on your recent online activities.

Cross-device data collection

Your digital footprint extends beyond your primary device. Social media platforms are not limited to collecting data solely from your smartphone or computer. They also gather related data, such as your Wi-Fi networks and mobile network information. This extensive data collection enables social media platforms to create a comprehensive user profile that spans various devices and networks.

A common scenario illustrating this cross-device data collection is when you and your friends have a discussion on a particular topic. Soon after, you might notice that the same topic starts appearing as an advertisement on your social media feed. This seemingly uncanny timing is a result of the platform’s ability to connect data from different devices and network sources, all in the pursuit of delivering personalised content and advertising.

Third-party data analysis

In addition to their internal data analysis efforts, social media platforms often partner with third-party platforms that specialise in data analysis and insights. These partnerships enable organisations to monitor discussions and trends on social media and take relevant actions. This practice, known as social media analysis, provides valuable insights into public sentiment, brand perception, and emerging trends.

Third-party data analysis adds another layer of complexity to the data ecosystem. It extends the reach of social media data into the hands of organisations and entities that may have specific interests or agendas. While it can offer valuable insights, it also raises questions about data privacy and the potential misuse of user-generated content.

Matching customer base

Have you ever wondered how organisations seem to target you with advertisements even when you haven’t explicitly provided your social media accounts or contact information? This is made possible through a process known as customer matching.
Here’s how it works:

An organisation uploads a customer list containing contact information (e.g., email addresses or phone numbers) to a social media platform.
The platform matches this contact information to user accounts on their platform.
The organisation can then target these matched user accounts with specific ads or content.

This process allows organisations to reach their existing customers on social media, reinforcing brand engagement and encouraging repeat business. While this may raise concerns about privacy and data sharing, it’s important to note that social media platforms take measures to protect user information and ensure that customer matching is done securely.

Should you be worried?

Given the extensive data collection and analysis that social media platforms engage in, you might be wondering if you should be concerned about your online privacy. The reality is that your worry might be coming a bit late. Social media’s data collection capabilities enable them to build a comprehensive user profile for retargeting ads within minutes.

However, it’s important to note that data is a primary asset for social media platforms. They are acutely aware of the sensitivity surrounding user data and are committed to safeguarding it. Access to this data is not granted easily to third parties, and platforms invest heavily in security measures to protect user information.

The world of social media is more intricate and data-driven than meets the eye. The depth of data collection, cross-platform and cross-device tracking, third-party data analysis, and customer matching all play vital roles in shaping your online experience. While concerns about privacy and data usage are valid, it’s equally important to recognize that social media platforms are taking steps to balance data utilisation with user protection. As users, it’s crucial to stay informed about data practices, exercise control over your privacy settings, and make informed decisions about your online presence.

Creating a strong brand identity is paramount. Your brand identity defines who you are as a brand and how people perceive you. It’s the key to establishing trust, building recognition, and fostering connections with your target audience. However, there are specific do’s and don’ts that you should consider when crafting and maintaining your brand identity. In this comprehensive guide, we will explore the most significant do’s and don’ts of branding to help you define and promote your brand effectively.

The Do’s

In building a strong and enduring brand, certain strategic practices are essential. Here’s a deeper dive into effective strategies that can elevate your brand’s identity and recognition:

1. Do Create a Branding Guide

A comprehensive branding guide is instrumental in achieving a cohesive brand identity. It serves as a blueprint for the visual and communicative elements of your brand, ensuring consistency across all mediums. This guide should detail your brand’s fonts, colors, kerning, content style, and tone, among other elements. Such meticulous attention to detail ensures that your brand is presented coherently, making it easily recognizable and memorable to your audience over time. The consistency fostered by a well-constructed branding guide aids in building a strong brand identity that audiences can easily identify and recall.

2. Do Ensure Everyone is on the Same Page

Beyond its external manifestations, a robust brand identity necessitates internal consensus and understanding. It’s crucial that everyone within your organization, irrespective of their role, is aligned with and supportive of the brand’s guidelines. This internal cohesion is key to projecting a unified brand image externally. By promoting the brand’s ethos internally and fostering a corporate culture that reflects your brand values, you create a consistent and authentic brand experience for both your employees and your audience.

3. Do Combine Online and Offline Channels in Your Branding Materials

In the digital age, maintaining a uniform brand message across online and offline channels is paramount. While digital platforms allow for dynamic and interactive engagements, it’s important to harmonize these with your offline branding efforts to ensure a seamless brand experience. The essence of your brand—whether it leans towards the fun and trendy, or the professional and sober—should be consistently conveyed through both digital and traditional mediums. This integrated approach helps in blurring the lines between online and offline experiences, providing a consistent and holistic brand perception.

4. Do Use a Combination of Data and Emotion to Define Your Brand

Defining your brand should involve a careful balance of quantitative and qualitative analysis. Both data and emotions play crucial roles in shaping your brand identity. Quantitative data provides valuable insights, but emotions can be elusive in the numbers. Therefore, it’s essential to gather feedback on your brand by examining how people respond to your brand in the data and by directly asking questions.

Market research strategies, such as social media intelligence and brand analysis, can help you objectively evaluate brand favorability and adapt to changing customer expectations.

Adopting these strategies not only strengthens your brand’s identity but also enhances its recognition and recall among your target audience. By creating a detailed branding guide, ensuring internal brand alignment, and seamlessly integrating online and offline branding efforts, you lay the foundation for a powerful and enduring brand presence.

The Don’ts

1. Don’t Make the Logo Bigger

One common mistake in branding is the tendency to make the logo larger in an attempt to increase brand visibility. However, this approach can often backfire. Take a look at some of the most iconic brands globally, such as Apple and Nike. Their logos are not prominently displayed on their websites; they are typically quite small, often less than 50 pixels high.

Enlarging a logo excessively can come across as tacky, obnoxious, and poor style. Instead of making the logo bigger, focus on making it more recognizable through consistent use and association with your brand.

2. Don’t Align Yourself with the Wrong Influencers

Influencer marketing has become a significant part of branding in the digital age. However, it’s essential to choose influencers carefully. Ensure that they align with your brand’s values, target audience, and messaging. Misalignment with influencers can lead to confusing brand messages and may even damage your brand’s reputation.

Select influencers who share the same values and make sense in the context of your brand and industry.

3. Don’t Follow the Crowd Blindly

Trends and viral moments in the digital world can be tempting to jump on, but it’s crucial not to follow the crowd blindly. Just because a hashtag is trending or other companies are commenting on current events doesn’t mean you should automatically do the same.

It’s essential to stay true to your brand’s identity and values. If a trend or topic doesn’t align with your brand or make sense for your audience, it’s perfectly acceptable to refrain from participating.

4. Don’t Wait Too Long to Rebrand

While consistency is crucial in branding, it’s also essential to remain adaptable and relevant. Don’t make the mistake of waiting too long to rebrand. Failing to stay current and modernise your brand can lead to alienating customers and losing relevance in a rapidly evolving marketplace.

It’s vital to strike a balance between staying focused on your core customers’ expectations and embracing change and innovation. Regularly assess your brand’s relevance and make adjustments as needed to ensure that it continues to resonate with your target audience.

Creating a strong brand identity is a multifaceted process that involves a careful balance of consistency, adaptation, and alignment with your brand’s core values. By adhering to the do’s and avoiding the don’ts of branding, you can define and promote your brand effectively, establishing a lasting and impactful presence in the hearts and minds of your audience. Remember that your brand identity is not static; it should evolve and grow alongside your business to remain relevant and compelling.