Online Researchfor Social Media Insight
Making sense of it all
Jeric Kison
March 2, 2011
Insights
Likes
Retweets
Clickthrough rates
Impressions
FollowersFans
ViewsComments
Replies Ratings
Insights
Perceptions
Awareness
Understanding
Perspective
Actionable
Agenda
1 Why use social media for research?
2 What can we learn from social media?
3 How do we leverage social media?
Why use social media for research?
Traditional methods are limited
Artificial
Inaccurate
Obtrusive
Expensive
Social media’s advantages
Natural
Relevant
Accessible
Cost-effective
They’re complementary
Traditional Online
What can we learn from social media?
The customer
Context
The product
Detail
The brand
Sentiment
How do we leverage social media?
Listen
Consolidate
Act
Some final insights
1 Traditional research methods have limitations, a lot of which are overcome by social media
2 Social media provide a rich source of relevant and valuable information
3 Researching via social media requires a significant investment in time and effort
Thank you!
Feel free to post your comments and questions!
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