May 4, 2020Published by: Jonny Atter

The role of analytics in communications on COVID-19

Today, marketers must act quickly and with consideration, as the global business climate and consumer attitudes alike shift in a way never seen before. Analytics and social media listening have long been critical factors for informing communication strategies, and COVID-19 has placed an even greater emphasis on this.

Online communication has increased for everyone, with many services gaining in popularity. Instagram Live use has surged by 70%, Facebook use by 37%, and WhatsApp and Instagram 40%+ each. Overall, 34% of users have said they’re spending more time on their phones, which is changing how we can best communicate with audiences.

This surge in online audience behaviours offers a unique opportunity to understand more about your audience and to make sure you’re listening to what customers actually care about, need and want. At Battenhall we work with our clients in these times of great uncertainty by providing strategic direction, which is informed by social listening and our bespoke social media analysis of content performance.

Social listening
Listening to our audiences is always important, but now more so than ever. To enable brands to stay ahead of the game and connect with their audiences, here are five areas to consider implementing:

  1. Performance analysis: review your social media content performance on a weekly basis and make changes to cut through on social media. Don’t be afraid to experiment.
  2. Conversation analysis: with conversations in many places and covering lots of themes, it’s useful to set up social listening for key topics of interest, as well as live streams of posts to help understand how these topics change in real time. Together this will provide you with a more complete picture of your audiences’ thoughts on a topic, enabling you to tailor your messaging accordingly.
  3. Live issues monitoring: set up alerts to inform you of key issues your customers and audiences may be struggling with. This will keep you on the front foot in case changes affect your business, and ensure you’re proactive with your customers. 
  4. Influencer insight: track who’s leading the conversation and who’s engaging with them. Understand their perceptions of topics, as well as how they like to engage with content. These learnings can be applied to your content.
  5. Deep social: monitor closed platforms, such as TikTok and Instagram Stories, with lists of key people you’re interested in and observe what people share. These platforms have some of the most fast-moving, fun, and informative content that engage all sorts of age groups. Keep an eye on the trends and how they might apply to your brand.

Audience needs frequently change, but they’ve altered even more dramatically during the coronavirus pandemic, which means there’s plenty that brands and marketers can take away from this time. 

When lockdown ends it will be imperative to see what new priorities and habits will emerge. As you can see from the graph below, people have been talking about when the lockdown will end and what changes in our lives that they’d like to see continue. The great thing is, we can start listening to what those might be right now.

About Battenhall

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