9. learning objectives how do companies utilize social media research? what are the primary...

SOCIAL MEDIA FOR CONSUMER INSIGHTS

9

Learning Objectives

How do companies utilize social media research? What are the primary approaches to social media research?

What is the research process for collecting, processing, and analyzing residual social media data used in social listening and monitoring?

What are the common errors and biases associated with social media research?

How do brands manage the social listening process?

What is the process for netnographic research?

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Of the types of research, ___________ is information already collected and available for use. It may be internal, published publicly, or available via syndicated sources

Secondary research

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_______ research is collected for the research purposes at hand, done via exploratory, qualitative methods such as observation, focus groups, and in-depth interviews; descriptive techniques such as surveys; or with experimental techniques such as simulations and test markets.

Primary

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In discussing social CRM tactics, the CRM stands for ____________

Customer relations

management

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____________ research involves recording behavior or the residual evidence of behavior.

Observational

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As we discussed in class, ________ is the most popular approach to social media research. It literally means to monitor conversations and content in social media channels by “listening.”

Social media listening and monitoring

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_______ refers to how people think or feel (especially feel) about an object such as a brand or a political candidate; it is heavier on emotion than reason but it captures an opinion about something.

Sentiment

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________ make up the largest active area of social entertainment.

accuracy in gauging sentiment with

automated tools

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To do a _________, the text is coded, or broken down, into manageable categories on a variety of levels—word, word sense, phrase, sentence, and theme—and then examined further for interpretation.

Content analysis

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If we were collecting primary data using survey research or interviews, we would specify the units of interest, likely the people or families to which we wish to generalize the study results. This is known as defining the __________

population

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A subset of the whole of the population is known as a ______

Sample

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_________is the result of collecting data from only a subset, rather than all, of the members of the sampling frame; it heightens the chance that the results are wrong.

Sampling error

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Recall terms from class…

Random sample, convenience sample, anecdotal evidence

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Since some people are willing to take a 30-minute phone survey and others are not, this can result in _______________ bias.

nonresponse

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________ are adjustment factors applied to adjust for differences in probability of selection between cases in a sample.

Sampling weights

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________ means research participants are made aware of the research and its benefits and implications, and they are given the opportunity to withdraw or move forward.

Informed consent

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Forrester defines _______ as “the management and analysis of customer data from solicited and unsolicited feedback channels, used to find insights and activate and recalibrate marketing and business programs.”

Enterprise social

listening

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_________ is field research where researchers visit people’s homes and offices to observe them as they go about their everyday lives.

Ethnographic research

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_______ is a rapidly growing research methodology that adapts ethnographic research techniques to study the communities that emerge through computer-mediated communications.

netnography

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________ refers to the duplication in conversation volume that tends to occur in social media spaces; it exists because people who share content online tend to share it in more than one community.

Echo effect / online echo

Social Media in Research

Social customer care Market research Campaign assessment

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Qualitative Research

Observational Observing and recording behavior or

residual evidence of behavior Especially useful for social listening

Ethnographic (Netnographic) Applying ethnographic study of

communities to online environments Especially useful for deep

understanding of a specific community or target audience

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Quantitative Analysis

Monitoring and tracking Sentiment analysis Content analysis

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Social Media Listening Tools

Social mention Same point Whos talkin Blog pulse Google alerts Google trends Howsociable

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Social Media Monitoring

How many times was the search term found?

When was the search term found? Where was the search term found? Who mentioned the search term?

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Sentiment Analysis – Steps

Fetch, crawl, cleanse Extract relevant data points Extract sentiment using sentiment

indicators Aggregate the data into a summary

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Content Analysis

Deep insight into the text (or other content)

Pieces of information are classified and analyzed for themes

Content analysis of a newspaper article Content analysis of a TV show or a group

of shows Content analysis of a group of blogs

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Content Analysis Codes

Context codes Respondent perspective codes Process codes Relationship codes Event codes Activity codes

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Caution! Errors!

Coverage error Sampling error

Echo effect Participation effect (including social

media zombies) Nonresponse bias

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For Discussion

Is it ethical to mine social conversations?

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Social Listening and Uber

9-32

Radian6 evaluation Radian6

Radian 6 and Social Listening

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Radian6 demoSocial Media Monitoring Tips

Sample Dashboard Content

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Insights for Uber

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Let’s Try It

Identify one or more videos on YouTube mentioning a single brand. (Wendy’s)

Read the accompanying comments. How do you approach analyzing the

comments? What insights can you glean? How confident are you in your results?

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Potential Problems

Volume of conversation Cultural factors in the meaning of

language Multiple meanings – e.g., BP Accuracy in the categorical data

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Steps in Netnography

Identify online communities. Select those with high traffic, high

levels of activity. Learn about the group’s culture. Select material for analysis. Classify material. Keep a journal of reflections about the

data collection. Use member checks to assess accuracy

of interpretation.

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Recap and Questions

How do companies utilize social media research? What are the primary approaches to social media research?

What is the research process for collecting, processing, and analyzing residual social media data used in social listening and monitoring?

What are the common errors and biases associated with social media research?

How do brands manage the social listening process?

What is the process for netnographic research?

Social Media Marketing, 2e©9-39