Knowledge managers have a unique responsibility to keep a keen eye on every business channel. This is for the good of the company, but it can get overwhelming at times. Especially with social media, there are numerous moving parts to keep tabs on. Luckily, there are key data points that can give you the critical information you need to inform decision-making and optimize knowledge in your organization. Learn how to harness the power of social media for knowledge management effectively with the following tips.

How Social Media Affects Knowledge Management

Social media interacts with knowledge management in a myriad of ways, often facilitating communication that couldn’t otherwise take place. The data on these platforms can be leveraged, when used effectively, for knowledge acquisition and analysis. This is because the data generated through social media platforms offers a comprehensive view of user behavior, preferences, and opinions, making it an invaluable asset for knowledge managers seeking to understand their target audience better. In B2B and B2C organizations, social media can:

●      Open up communication channels, externally and internally;

●      Provide information regarding potential client interest;

●      Promote strategic cooperation;

●      Store, collect, create, and share information;

●      Provide knowledge of user experience;

●      Help gauge public perception.

It may be difficult at first to delineate which platforms and interactive aspects of social media channels to focus on. Read on to learn the critical components of social media data that will help you level up your knowledge management.

Track Key Metrics

Social media and knowledge management are intertwined due to the intrinsic nature of social platforms to facilitate discussions. First and foremost, you must conduct an audit of where your social media platforms are currently. Take stock of what data points are available, what platforms your organization currently uses, and what they have used in the past. Keep a log of this information to better inform your analysis moving forward.

Once you’ve sifted through the current social media landscape of your organization, you can start to filter out the key performance indicators (KPIs). By tracking KPIs, knowledge managers can gain a deeper understanding of their organization's social media presence and impact. However, you will come across quantitative and qualitative data from social media sources, so it’s important to understand the applications of each.

Quantitative Data

Social media data provides real-time insights into user engagement with content, enabling knowledge managers to understand which information resonates most with the audience. This can be an audience of potential customers, potential applicants, followers, or even internal users of social media platforms that facilitate internal communication. By tracking metrics like likes, shares, comments, and click-through rates, you can gauge the effectiveness of this content and tailor future strategies accordingly.

These KPIs focus on engagement rate and are quantitative in nature, meaning they can be quantified. This type of data is typically easier to track and use to predict future trends. Look for tangible data across social media that can inform your strategy, such as user demographics, competitor engagement rates, and click-through rates. Determine which social media KPIs are most suitable to your particular project goals.

Qualitative Data

Qualitative data is a bit more complex. It can be turned into quantitative data, but you have to dig through less-straight-forward pieces of information in order to gather it. On social media, this looks like discussions, comments, forum threads, and even types of user-generated content.

Social media platforms are a treasure trove of user sentiments and feedback. You can conduct sentiment analysis to understand how customers perceive your organization, its products, and its services. Positive sentiment can highlight areas of success, while negative sentiment can pinpoint potential areas for improvement.

You can also use qualitative analysis to monitor industry trends on social media. Analyzing social media discussions allows knowledge managers to stay updated with the latest industry trends, emerging technologies, and competitor activities. This information helps organizations stay ahead of the competition and adapt their strategies to evolving market demands and audience preferences. You can also stay abreast of social media trends, like short-form videos or VR, that can be incorporated into marketing or internal engagement activities.

Practical Applications of Social Media in Knowledge Management

Social media has a place in internal and external knowledge management applications. Internally, you can use social media to:

●      Engage employees with social visual content;

●      Display information on digital signage;

●      Gamify communication, such as by challenging employees to write a new company motto that gets the most likes;

●      Measure employee influence and activity engagement.

Depending on your goals, using social media inside your company can offer a plethora of insights into how your company culture is ticking. This allows you to adjust your knowledge management strategy in real-time — and have a tangible data log of employee activity for slower analysis.

Externally, social media is invaluable for gauging consumer interest and brand perception. Practical applications of social media for knowledge management of external communications include:

●      Public perception polls;

●      Review monitoring and response;

●      Direct messaging content analysis.

The opportunities are really endless, especially as social media transforms along with technology. Upgrade your knowledge management with social media to keep up with digital advancements and enhance communication in your organization and about your organization.
 

Amanda Winstead is a writer from the Northwest US area with a background in communications and a passion for telling stories. She has been following Knowledge Management for several years and it's one of her favorite topics to explore.  Along with writing she enjoys traveling, reading, working out, and going to concerts.

If you want to follow her writing journey, or even just say hi you can find her on Twitter or LinkedIn or check out her portfolio.

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