What is Geotagging?
Geotagging is the process of appending geographic coordinates to media based on the location of a mobile device. Geotags can be applied to photos, videos, websites, text messages, and QR codes, and could also include time stamps or other contextual information.
Why is it Important?
Geotagging provides helpful insight into consumer activity. By using geotags to analyse where and how consumers interact with their brands, organisations can provide specialised offers and messaging. Geotags also reveal where individuals are when engaging with a website, or where they move throughout the day with their mobile device.
If something were happening at a physical location, and that something was important to your organisation, how would you go about monitoring the social conversation and content coming from that event?
You might say that you’d identify words or phrases that you think people might use during the event, perhaps promote a unique hashtag, plug these keywords into your social media monitoring platform of choice, and analyse what you found. Now, imagine searching for that location on a map, drawing a virtual perimeter around your area of interest, and visualising the content coming only from within those boundaries regardless of what words were used.
An example of Location Geotagging:
By geotagging location Hootsuit® are able to identify that the top countries actively using social media compared to their total population is U.A.E, Taiwan and South Korea. In the social listening space this means that you may expect to hear more from the top 10 countries due to the mass adoption of social media. Similarly you can break down how often something is being spoken about on social media in a particular area.
An example of Gender Geotagging:
Hootsuite® show another example of how to use geotagging, by identifying the ratio of female to males that use social media by country. In social listening this may be used to identify if women mention different keywords on social media than men and why is this? do they have a different experience?
An example of Age geotagging:
Similarly, geotagging can be used to identify the age range of people who use social media. In social listening this is important as you can categories how your brand impacts different age groups. Does one group have positive experiences but another has negative? why might that be?
Geotagging is a modern development that allows you to analyse different demographics by location. People in one area of the world have unique lifestyles compared to another, how can you expect their experiences and attitudes towards your brands to be the same? Social listening allows you to decipher this with your team so that you can understand each customer journey individually. For PatientMetRx® this also applies with the Patient Voice.
Find out more below:
Precisely, (2020) ‘Geotagging Definition’ Available at: https://www.precisely.com/glossary/geotagging [Accessed 31 August 2021]
DataReportal, (2020) ‘DIGITAL 2020: JULY GLOBAL STATSHOT’ Available at: https://datareportal.com/reports/digital-2020-july-global-statshot [Accessed 31 August 2021]