What is SNS? How it use SNS

SNS (Social Networking Service), which many people use today, has a great influence on our lives.

Many people use it to facilitate communication with friends, connect with people with similar interests, and obtain new ideas and information. According to data from the Ministry of Internal Affairs and Communications, more than 70% of people in Japan use SNS, and the average is over 80% among people in their teens to fifties.

Reference: FY2020 survey report on information communication media usage time and information behavior｜Ministry of Internal Affairs and Communications

In recent years, companies and governments have been paying attention to the use of such SNS data for market research and marketing activities. In order to analyze and process SNS data, the original data must be collected. But how can we collect the vast amount of SNS data?

Therefore, in this article, we will introduce five "SNS information automatic collection tools" that are useful for collecting SNS data. If you are in charge of marketing for your company, please refer to it.

What can be done by collecting SNS information?

Data extracted from SNS is undoubtedly a dynamic dataset on human behavior. SNS data is a treasure trove of value. For social scientists and business experts, collecting social media information opens up new opportunities for understanding societies, organizations and individuals, and allows us to explore all the hidden value in data.

In fact, many companies and marketers are already using SNS information. According to a paper titled [SNS Analytics: An Exploration of Techniques, Tools and Platforms], published by researchers in London, social media data analytics can be used to detect brand perceptions, improve customer service, marketing strategies, and even fraudulent activity . It is said that it is used for

In addition, the following are examples of the use of SNS information in the age of big data.

Customer sentiment measurement

After collecting customer reviews (word-of-mouth) from SNS, you can analyze customer sentiment by measuring ratings, purchasing background, and expectations for specific topics or products. This allows us to understand overall customer satisfaction and customer loyalty, as well as gain deeper insight into the marketing initiatives we have implemented.

 Market segmentation

Market segmentation is a method of classifying customers with similar characteristics and behavioral patterns and executing optimal measures for each group.

The reason why market segmentation is necessary is that ``the motivation to purchase products and services is the maintenance and expansion of lifestyle habits''. In order to maintain their lifestyle habits and lifestyles, they may regularly repeat or purchase products and services that meet their needs.

Also, when you expand your lifestyle, such as when your family grows or you start a new hobby, you increase the number of products and services you use. In this way, since consumption is closely related to lifestyles, it is considered efficient to implement optimal measures for each group with similar characteristics and behavioral patterns.

Online monitoring

Online monitoring is to monitor whether rights such as company brands and copyrights are being used without permission, and to investigate whether scandals such as internal leaks by company employees or SNS flares have occurred.

In recent years, EC transactions through the Internet have increased dramatically, and counterfeit and fraudulent products are increasing more than ever. For example, there is no end to the damage caused by consumers searching for the brand they want using SEO keywords and being led to a counterfeit product sales site, mistaking it for a genuine product and purchasing counterfeit products.

In addition, troubles originating from SNS and the Internet are increasing, such as inappropriate videos posted by employees, leakage of internal information, and flames caused by extreme posts. Since the flame spreads at once, the speed of the initial response is important. Online monitoring is useful for daily risk assessment.

Market research

Market research refers to the correct understanding of market conditions through data for product development and marketing strategy planning. Today, it is indispensable for formulating business strategies and considering marketing measures. This is because, in today's fast-paced world of change, there is a high possibility that we will continue to take wrong measures based on past successful experiences and "on-site intuition."

Therefore, it is required to promote product development and measures based on quantitative and qualitative data. SNS data is useful for grasping consumer needs because it is possible to understand consumer voices and what services have "likes".