Nobody can create influential, persuasive, and illuminating content without consulting the data. It is the data that makes your content campaign noteworthy and link-worthy. However, finding creative sources for the data on which your content will be based, can be difficult. However, some data can’t be provided in any survey or data set. Such types of data can be obtained from scraping the information publicly available on social media.
There are some unique kinds of data that only social media platforms can provide. If you carefully scrape social media platforms you can obtain vast information and that too from actual people, in just a few minutes.
Here we will tell you about 5 social media scrapes that received top class publisher press.
What Is Social Media Data Scraping?
In Social media data scraping, one uses third-party software that can automatically squeeze the required data from any social media like Twitter, Facebook, etc. The software then converts the data into a proper excel sheet form, from which you can easily analyze the data. Some common study and analysis include sentiment analysis, and analysis of volume as well as the frequency of specific words or symbols.
How to Use Social Media Data as a Source for Your Content
1. Scroll through Instagram to Come Up With Fun Content Ideas
Let’s look at the first example which is a content campaign on Instagram, named #SexiestLocations. This was very simple in execution. The research team gathered around 4 million Instagram posts that had the hashtag #sexy. After that, they sorted out the posts that comprised a geolocation tag. Analyzing this, they easily find out the sexiest countries of the world and the States of the US.
2. Explore Twitter to Learn More About A Compelling Subject.
The second example is about a new campaign based on college drinking habits. In this campaign, the team analyzed the Tweets from Twitter. They gathered tweets from a 1.5-mile radius of the middle of an area of colleges and universities that had keywords like ‘drunk’, ‘drinking’, or ‘alcohol’, and other such words. Universities of America always try to avoid being among the top ‘party schools’ in the country. This campaign looks at this notion more realistically and differently. The project talks about the ongoing problem of hazardous levels of drinking in college students of America. The campaign used geo-bait and specifically targeted digital PR outreach, and was covered by Huffington Post, and Adweek.
3. Leverage Niche Social Platforms, Like Yelp.
Not just Facebook, Instagram, and Twitter, other such not so famous social media platforms can also provide you unique data that others can’t. One example is the content that utilizes the famous restaurant review platform Yelp to get information on the dining choices of Americans. The team used Yelp’s Fusion API, to study the characteristics of about 120,000 restaurants in the U.S.
4. Analyze Tweets for Advanced Textual Insights
You can use Twitter scraping along with external researches as well. Let’s take the example of the ‘Most Powerful Women’ campaign. The campaign used IBM Watson Personality Insights which is a free online tool with which you can analyze text and determine character traits. You can use this tool to analyze texts, speeches, etc. The research finds out the sameness and variations among the world’s 100 most powerful women. The project was even covered by Bravo.
5. Conduct a Survey for More Actionable Insights.
The last example is of #AdAnalysis. It is an Instagram campaign that used Instagram scrape and also conducted a survey of 1,000 Americans to get interesting information about Instagram’s influencer marketing. There were two questions in front of the researchers. The first was about the kinds of photos that are famous for advertising, and the next was about what kind of demographics react most positively to promoted posts. Data scraping was used to answer the first one, and the second, with the survey. Researchers used two methods to get more valuable and actionable insights. The campaign was covered by Adweek, eMarketer, and many other platforms.
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