How Cloud-Based Tools Are Changing Social Media Marketing

The big cloud computing boom began in the early to mid-2010s. Businesses started using cloud computing for data storage, backup, and hosting.

Cloud infrastructure allowed these companies to scale their IT resources without investing in costly hardware.

Over 90% of companies worldwide used cloud tools in 2023, and those use cases are expanding to more technologies. Think artificial intelligence (AI), big data analytics, machine learning, and IoT integration. 

The cloud now supports sophisticated tools for real-time collaboration, customer insights, and automation, transforming how companies operate and interact with customers. 

That includes social media marketing. In the past, social media marketers did most tasks manually. They had to schedule posts and track performance with separate tools. 

Cloud-based tools offers integrated platforms that allow you to automate processes, analyze engagement data in real-time, and collaborate across teams.

With these cloud tools, you can achieve more targeted and scalable social media strategies. Let’s explore how leveraging the cloud can help you drive better customer engagement and campaign performance on social media.

What are cloud-based tools?

First, let’s start with a basic definition of what the cloud is all about.

Early network diagrams used illustrations of clouds to represent the internet or large networks.

In these diagrams, the internet symbolized a complex, unknown system that connected different devices and services.

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Over time, people started using “cloud” to refer to accessing services and data through the Internet instead of from their own computers or company servers.

So, when we talk about cloud-based tools today, we’re referring to software and services that exist “in the cloud.”

When you access these tools over the internet, you can perform tasks, store data, and collaborate in real-time from any location with an internet connection.

How do cloud-based tools work in social media marketing?

Cloud-based tools make social media marketing easier. They allow for the management and analysis of all your social efforts in one place, from anywhere.

These tools work by connecting to your social media platforms via the internet. You can schedule posts, track engagement, analyze audience insights, and automate tasks.

For example, with some tools, you can plan and schedule posts on different platforms in advance. Analytics are also available, so you can track interactions, like shares, likes, and comments.

You can even use cloud platforms to automate responses, track customer interactions, and engage with your audience in real-time without having to constantly post or check each platform.

Different types of cloud technology for social media management

There are many types of cloud technology you can use for social media management. Each type focuses on different aspects of social media marketing.

Here’s a breakdown of the different types of tools:

Social media scheduling tools

Social media scheduling tools, like Keyhole, let you plan and schedule posts ahead of time, so you don’t have to worry about posting on the fly. You can set up posts to go live at the best times for engagement, even when you’re not online.

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This means no more last-minute scrambling to post content. It also ensures a consistent presence across all platforms.

Main features/benefits:

• Schedule posts for multiple platforms in one place.
• Choose optimal times for posting based on your audience’s behavior.
• Automate posts so they go live on your schedule, which saves you time.

Social media analytics and reporting tools

Social media analytics tools track how well your content is doing so you can see what’s working and what’s not. These tools gather data, including likes, shares, comments, and overall reach, to help you measure engagement. 

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More advanced tools dive deeper by offering insights into your audience, what they like, and how they interact with your posts. With this data, you can adjust your strategy to make future posts even more effective.

Main features/benefits:

• Track engagement metrics like likes, comments, and shares.
• Generate reports that guide future content and strategy.
• Get detailed audience insights to improve targeting.

Keyhole lets you uncover crucial data about your audience and overall social media strategy. With in-depth account insights, you can discover what’s capturing your audience’s attention. 

You’ll also have access to historical reports, which help you spot trends and better understand your customers., 

Social media listening and monitoring tools

Social listening software lets you monitor conversations about your brand or industry in real-time.

You can track mentions of your company, relevant keywords, or even your competitors. This gives you a pulse on customer sentiment, trends, or potential issues.

Whether it’s positive feedback or a customer complaint, you’ll know about it instantly and can respond quickly to keep your brand in good standing.

Main features/benefits:

• Respond to customer feedback in real-time to build better relationships.
• Track and monitor brand mentions and keywords to stay on top of trends.
• Track competitor activity to see how you compare.

Keyhole’s social listening platform allows you to explore what users are saying about your company, uncover trends, and monitor competitors on different platforms, including Facebook, Instagram, X, TikTok, and YouTube. 

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Customer engagement tools

Cloud-based engagement tools help you interact with your followers in a more personal way. These platforms make it easy to respond to comments, manage direct messages, and even use chatbots for quick customer support.

Main features/benefits:

• Use chatbots to automate customer service and FAQs.
• Respond to comments and direct messages quickly.
• Engage with your audience in real-time.

Content creation tools

Cloud tools also help with the creative aspect of social media management. You can design eye-catching graphics, videos, and other media for your social posts.

Maybe you need a quick graphic or a full video edit. To create professional-quality content, you can use tools like Canva, Adobe Spark, Piktochart, or Lumen5.

Main features/benefits:

• Create visually appealing graphics, videos, and other media easily.
• Use pre-designed templates for quick and easy customization.
• Access a wide variety of images, icons, and fonts.

Collaborative tools

You can also use collaboration platforms, which are great for teams working on social media strategies. These platforms allow users to share calendars, assign tasks, and approve content all in one place.

Main features/benefits:

• Foster an organized environment and make sure everyone understands their role and responsibilities.
• Approve and edit content in real-time, improving workflow.
• Share content calendars and assign tasks to team members.

4 ways cloud tools can streamline your social media marketing

Cloud-based tools can improve the quality of your social media strategy. Let’s dive into how these essential technologies can help streamline your efforts.

Enhance collaboration and improve workflow efficiency

One of the biggest advantages of cloud tools is how they enhance collaboration. Instead of sending emails back and forth or working on separate versions of a document, teams can edit, comment, and review content simultaneously, no matter where they are.

Plus, all your content, schedules, and reports are in one place, making it easy to access and update.

Gain deep audience insights

Understanding your audience is essential for creating resonant content. Cloud-based analytics tools like Keyhole make it easier to gain valuable insights from data. 

You can track engagement metrics, analyze customer behaviors, and segment your audience based on preferences.

Keyhole also allows you to monitor social media platforms in real time to identify mentions, comments, or trends that could impact your strategy.

Automate and scale your social media efforts

Social media marketing can be time-consuming, but cloud tools allow you to automate many tasks. 

Plan content in advance with post-scheduling. Set up automatic replies to common questions or comments with automated responses.

You can also use artificial intelligence in your strategy. For example, thanks to the intersection of cloud technology and social media marketing, AI in hospitality is gaining traction and becoming essential for the hospitality industry. 

Cloud-based platforms allow hoteliers to leverage AI for tasks, such as sentiment analysis, targeted advertising, and even creating personalized content. 

Improve security and data management

Cloud-based tools have revolutionized social media marketing. They offer real-time analytics, streamlined collaboration, and scalable solutions. 

However, with great power comes great responsibility—especially when securing sensitive data. This is where cloud forensics becomes essential. 

By tracking and analyzing cloud activities, you can identify and address potential security breaches. This ensures your marketing strategies remain protected and compliant with data regulations.

Conclusion

The cloud opens up countless opportunities for social media marketing.

Real-time collaboration, data insights, automation, and other capabilities allow you to focus on what matters most: creating meaningful connections with your target audience, staying ahead of trends, and growing your social media presence.

If you’re not sure which tools to focus on first, start with a robust social media analytics tool that also offers social listening features like Keyhole.

Author

Guillaume is a digital marketer focused on handling the outreach strategy at uSERP and content management at Wordable. Outside of work, he enjoys his expat life in sunny Mexico, reading books, wandering around and catching the latest shows on TV.