Hub & Spoken.

What's in this podcast?

In this episode, Jason speaks to Yasmeen Moseley, Vice President of Consumer Insights and Analytics at Swift, a creative agency on how data is used for brands. 

Listen to this episode on Spotify, iTunes, and Stitcher. You can also catch up on the previous episodes of the Hub & Spoken podcast when you subscribe.

What are your thoughts on this topic? We’d love to hear from you; join the #HubandSpoken discussion and let us know on Twitter and LinkedIn.

For more on data, take a look at the webinars and events that we have lined up for you.

One Big Message

When it comes to social media insights, data is key in understanding who your audience is and what content resonates with them. This information can then be used to craft a brand story that is more likely to be successful in engaging with your target audience. Additionally, using data to analyse performance can help you track the success of your brand story and make necessary adjustments along the way.

[00:20] About Swift, and their role as an agency in bringing brands to life

[04:19] How to find end goals with data 

[05:33] Presenting data in a crisp and clean way

[07:23] Storytelling with data: colours and different types of charts

[10:30] The importance of narrative around using charts

[12:20] Tailoring your presentations according to your audience 

[14:42] The skills you need to create valuable presentations 

[18:43] Testing different assumptions and hypothesis

[20:22] Biggest challenges in data storytelling and best practices

[24:10] How modern social platforms are utilising data

Audience, content and performance

When it comes to social media insights, data can be incredibly useful in helping to craft a brand story. Data insights on social platforms are more in-depth than the typical likes and engagement and can be used to better understand the specifics of your audience. By understanding the demographics of your audience, you can better target your content and ensure that it resonates with your followers.

Additionally, analysing the performance of your posts can help you to identify which topics are most popular with your audience and adjust your content strategy accordingly. By using data-driven insights, you can create a social media strategy that effectively communicates your brand story and engages with your audience.

Clarity when presenting data

Presenting data to other people in a visual format can be tricky. But the fact is, if you want to be successful in today’s business world, you need to be able to communicate effectively with data.

So how can you make sure that your presentations are clear and concise? Here are a few tips: 

1. Use simple visuals – Charts and graphs don’t need to be complex in order to be effective. Stick to basic shapes and lines, and avoid using too many colours or fonts.
2. Keep your text brief and clean to reduce confusion
3. Use the same colours consistently
4. Keeping the design simple, even if it has to be black and white

Showing the core information

Data is what clients use to make decisions, and it’s important for your team to be able to present that data in a clear and concise way. However, too often creatives get lost in the presentation and forget the most important thing – the information itself. 

To drill down to the core messaging, you can keep asking yourself ‘why’ to get to the bottom layers of information. This is also a good exercise to prepare you for any questions that may be asked during your presentation.

Balancing privacy with insights in social media

Finding the right balance between privacy and insights can be a difficult task when it comes to social media. On one hand, we want our information private, while on the other hand data professionals want as much information as possible to create the most effective campaigns. Luckily, there are ways to find a balance that works for you. Here are a few tips to help you get started.

To summarise

Data is a core component of social media strategy that allows social media experts to explain critical insights to clients. While it is very easy to get lost in the data, sometimes it is better to pick relevant information and utilise key points to get your message across rather than becoming overwhelmed by all the data that is available.