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Online research for social media insight
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![Page 1: Online research for social media insight](https://reader033.fdocuments.net/reader033/viewer/2022061111/5455564faf795974408b89e6/html5/thumbnails/1.jpg)
Online Researchfor Social Media Insight
Making sense of it all
Jeric Kison
March 2, 2011
![Page 2: Online research for social media insight](https://reader033.fdocuments.net/reader033/viewer/2022061111/5455564faf795974408b89e6/html5/thumbnails/2.jpg)
Insights
Likes
Retweets
Clickthrough rates
Impressions
FollowersFans
ViewsComments
Replies Ratings
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Insights
Perceptions
Awareness
Understanding
Perspective
Actionable
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Agenda
1 Why use social media for research?
2 What can we learn from social media?
3 How do we leverage social media?
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Why use social media for research?
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Traditional methods are limited
Artificial
Inaccurate
Obtrusive
Expensive
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Social media’s advantages
Natural
Relevant
Accessible
Cost-effective
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They’re complementary
Traditional Online
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What can we learn from social media?
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The customer
Context
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The product
Detail
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The brand
Sentiment
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How do we leverage social media?
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Listen
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Consolidate
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Act
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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
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Thank you!
Feel free to post your comments and questions!