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How to Use Social Data for SMS Marketing Campaigns

  BONUS MATERIAL: The Psychology of SMS Marketing

With the abundance of marketing tools nowadays, one of them being social media, it is understandable, why you’d think that traditional ways of advertising had to take the back seat.

However, you’d be surprised by how many ways you can connect old and new marketing channels, thus, bringing more success to your marketing campaigns.

For instance, SMS marketing can be united with social media to bring you more high-quality leads and grow your audience. And one of the ways these two marketing channels can be connected is social data.

A Quick Intro to Social Data

Social data is information collected from social media users. This information includes metadata that describes

  • demographical and biographical data
  • location and language data
  • impressions (likes, shares, comments, shared links, and other feedback)

What is the difference between social media and social data?

When we talk about social media, we primarily mean content that users put on different social platforms. Social data is the information that describes this content and other users’ reaction to it, such as likes and comments.

Now, how can you employ social data to launch a successful marketing campaign?

Let’s take a look.

1. Collecting Content Ideas for SMS Marketing

When launching an SMS marketing campaign, coming up with content ideas for the messages can be one of the most challenging parts.

Indeed, while SMS messages on average have a 98% open rate, it’s not a guarantee that yours will perform as well to catch the eyes of your target audience.

Besides, in most cases, SMS marketing campaigns consist of several levels, and each one needs a unique approach to the content displayed in the messages.

How to use social data for SMS content ideas?

Social data that your audience share with you through social media channels can be extremely rich with content ideas. These ideas might not be directly employed in an SMS marketing campaign, but they give you useful indications of your audience’s content preferences.

Where should you look for this data?

The social data on your audience’s content preferences can be found in the Analytics tab. On Facebook, for instance, you can find your audience’s feedback on your content under the Posts section in the Insights tab:

Facebook Posts Analytics tab

Under the post types, you will find the overall feedback of your audience on general content types as well as post-by-post reactions. There you can also see the percentage of your audience that responds positively to certain content types, which can be a decisive factor in choosing the content for your SMS marketing campaign.

2. Segmenting the Audience for Your SMS Marketing Campaign

Audience segmentation is a common practice during the launch of a marketing campaign, and SMS marketing is not an exception. It is done during the preliminary A/B testing to help the brand define the best ways to approach their audience.

In the case of SMS marketing, audience segmentation helps you determine your audience’s overall response to SMS messages as a marketing tool in general.

How can social data help?

One of the ways to collect your audience’s feedback on SMS marketing for audience segmentation is by launching a poll on social media on your brand’s business account.

Here’s how it looks on Twitter:

Twitter poll example

On social media, you can set the time, during which the poll will remain active. We recommend giving your audience at least a week to provide their response.

Note: Facebook polls are currently inactive, but if your primary audience follows you on this platform, you can still add a poll to your Facebook Stories.

3. Collecting the Results of the Campaign through Customer Feedback

While you can employ social data at the initial stages of your SMS marketing campaign launch, it can also be engaged in collecting the results of this campaign.

During an SMS marketing campaign, brands receive so much data even a simple single board computer wouldn’t be able to hold. Here’s where you can also enjoy the help of social data can provide you.

How can social data help you analyze customer feedback?

The crucial part of collecting feedback is reminding your audience that they can provide their opinion of the campaign on your social channels.

There, you can either:

  • Create a poll. Similar to audience segmentation, you can also use polls and social media surveys to collect your audience’s feedback to measure the success of your SMS marketing campaign.

  • Use a pinned post for customer feedback. Another way to collect customer feedback on your marketing campaign is to encourage them to leave a comment under the relevant post on your social media channels.

As a result, you will receive social data that will help you analyze the success of your SMS marketing campaign, as social media make it easier for you to collect feedback from your customers.

Wrapping Up

At the first glimpse, it seems impossible to combine SMS marketing and social media to achieve success in an SMS marketing campaign.

However, social data that you can mine from social media can be helpful when it comes to content ideas for SMS messages, doing audience segmentation at the beginning of the campaign, and collecting feedback to measure the success of the campaign.

Hopefully, you will incorporate our tips in your next SMS marketing campaign to make it successful!


Ryan is a passionate writer who likes sharing his thoughts and experience with the readers. Currently, he works as online marketing specialist, you can check his website and read more. He likes everything related to traveling and new countries.

Ryan Pell
2020-05-26 00:00:00 UTC