How to do research for social media?

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Creating a Social Media Feed for Clients - Where to Start?
When creating content that is to appear on the social media of clients, it is absolutely necessary to start by defining the industry . This is crucial for obtaining further information. Another extremely important issue is the target group . It is necessary to define it well and get to know it in order to be able to create engaging publications in the future. Competition analysis is also important . Under no circumstances should you copy content - get inspired and take value from it, which you may use for yourself. All of these activities should be repeated regularly, from time to time, because the business environment can change dynamically.

How to find topics for social media posts?
With so much information available on the Internet, it's easy to get lost. Many people have trouble choosing interesting topics for their publications. It's no wonder, but we'll show you a few ways to get inspired so you always have something to write about!

Competitor Analysis on Social Media
Analyzing your competitors on social media is an important step in developing a marketing strategy and gaining inspiration. It’s a great way to gain useful knowledge about what type of content is most widely shared, what interests your audience the most, and what the current trends are for your industry. The overall goal of competitor analysis is to think about what content will work best for your target audience.

First , determine who your competition is . It should be a company that is comparable to yours (or your client) and operates in the same industry. Pay attention to whether it is similar in size, because this is also important - for example, it is difficult for local mineral water to use Coca-Cola's ideas. Also analyze whether it communicates to the same target group as you. If everything estonia telemarketing data matches, you can move on to the next step, which is to list several of the most important competitive companies with links to social media. This way, you have a ready list to work from!

Then, track your competitors’ feeds . See what types of content they publish, how often their posts appear, and what the audience’s reactions and engagement are. In the case of Instagram (but also LinkedIn, for example), hashtag analysis is important because you can use similar ones in the future. Evaluate the publications — check which ones are popular among their followers and which formats attract the most attention . Pay attention to photos, videos, infographics, articles, and other types of content. Audience activity research will also give you information on which posts get the most comments and shares.

The next step in analyzing the competition is to track their marketing strategy : do they focus only on organic reach, or do they use Instagram and Facebook Ads? If they are present, review advertising campaigns and promotional activities to see what their marketing goals are and what strategies they use on social media. Based on the information collected and the analysis of activities, draw conclusions and decide what topics in publications should be taken up to attract more recipients. You may also find the “weak points” of the competition - be sure to note them! Focus on optimizing these places in yours, thanks to which you will stand out and gain greater engagement. The basic assumption should be to act in such a way as to be better than competing companies.

Customer Site Analysis
Once you know what your competition is posting on social media, you can focus on your Client. You will certainly find a lot of inspiration for posts on their website ! Checking the website is intended to collect and analyze various information and data. Look for distinguishing features and interesting issues that you can address in future posts! What's more, a thorough analysis of the Client's website will slowly give you precise knowledge about their area of ​​activity. It is worth dividing it into two elements: content and blog.

Check out the company's about tab . It often contains distinguishing features that are worth mentioning in social media posts. Many brands also include their story here , and it can also be valuable. Take a look at the products on the site - if you have the right level of knowledge, product posts will also work well. Write down the features that make the company stand out from the competition and highlight them in your posts. You can also mention the location of the brand's office , if it has one. If the client posts team photos on the site, be sure to use them. The more the recipients associate it with specific people, the better. It is worth checking whether the site contains described projects or case studies. These types of posts will have a positive impact on the company's image.

Don't forget about the blog! A thorough analysis of it will allow you to find answers to the following questions:

What's on the blog?
Content, what topics is there most about?
How often do entries appear?
Does the content provide the recipient with valuable knowledge?
If you find the publications there valuable, it's worth writing a post about it from time to time. Be sure to include a link!

Google Tools
Once you have done a thorough analysis of the competition and the Client's site, it is worth looking for the right tools. Google offers many that can help you come up with interesting topics for social media posts.

Google Trends : This tool allows you to track changes in the popularity of searches for specific phrases and keywords over time. This allows you to monitor trends and understand what interests your audience in a given field. This tool can be very helpful in running social media activities, as it allows you to analyze the popularity of selected phrases at a specific time and place, which can help you better adapt the subject of your publication to your target group.

Google Keyword Planner : allows you to find popular phrases and keywords that you can use in your content to increase its reach. It allows you to analyze the popularity of keywords and suggestions for new phrases, so it will give you a lot of inspiration! With Keyword Planner, you can conduct keyword research related to a given industry, product or service, allowing you to find topics with high potential and little competition. Remember that you must have a Google Ads account to use this tool.