Watch: How brands are using social media insights to drive business

Gathering large amounts of social media insights is all very well, but how are brands going about turning the stats into action?

"We use elements like affinities to see where the key audiences are gaining in terms of following. We'll also use it to plan our campaigns," Sarah Cook, Legal & General's marketing and communications manager, told Campaign.

The Post Office's Summer Travel Money campaign relied heavily on information gathered from social media.

Holiday-makers changing currency ahead of travelling over the summer were greeted in certain branches by quick-handed magicians to show how easy it is to change money with them.

"Social insight through tools like Crimson Hexagon helped us to understand the perceptions customers have of us as a brand, and that really helped to inform our social strategy," said Darren Jones, Post Office's social media manager.

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