Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Experience and Reflections on Market Research in Social Media
Posted on January 2nd 2013
A few months ago, we carried out market research based on social media for one of the brands we work for. I counted on the expertise of Aitor in this case.
How to Carry out Market Research based on Social Media
The way the research was carried out and communicated in social media was as follows:
- Website: create a slide with the call to action that leads to the news.
- Pinterest/Instagram: an image with the call to action, both as text and as a visual. For instance, a question mark.
- Google +: developing the questionnaire as a post.
- YouTube: using speech bubbles (like in a comic strip) with the link at the end of the channel’s most viral videos.
- Facebook: in the form of “questions” in Facebook.
- Twitter: inviting the community through surveys and screening the information obtained.
- Monitoring and active listening: detecting and analysing mentions and filtering them according to sentiment.
All of this was later taken to a spreadsheet for further analysis.
Performance and Results
We worked on the basis of three variables that sought to obtain information on brand performance in three of its main activities.
The surprise, perhaps, was that the results obtained in 2 of the 3 activities were quite far off from our perception and what we expected.
The company’s management didn’t understand what was going on. According to them, the results should have been clear. The thing is, they were forgetting two essential factors: firstly, their own bias and perception of the world; secondly, the community on the other side, a group of people with their own widespread tastes, habits and, sometimes irrational, behaviour. Believe it or not, this information refers back to the opinion of the brand’s community, its fans, the community that buys, shares and helps expand the brand, that observes what the brand does on a daily basis.
Limitations and Opinion
Considering that a reasonable error margin in market research is +/- 5%, a reasonable error margin in social media, and more specifically Facebook, may be approximately +/- 35%, harbouring a guess. In this case, the study’s reliability is completely lost by not being able to segment our sample universe homogenously.
In any case, the information has been collected from the answers provided by the community over a 3-month period. Trusting any information collected in the Social Web is a delicate matter; however, this doesn’t mean that these figures aren’t significant or that we can’t work with them. If you ask me, I believe in the truthfulness of the public. But that’s just my opinion.
The people in your community love what you do; at least the crazy fans. They’ll bend over backwards for the brand every time you do something. When you’re asked to collect primary information from a social media source you’re exposed to the risk of reliability and heterogeneity, making it difficult to assess this information.
You can base your research on several social platforms, websites and online marketing. In our case, the basis has always been Facebook. However, we used other sites to bounce things back and forth to other platforms. I don’t really think that all of our public is there, but most of it is. If you need to check what people on the street think, that’s not our job. However, it’s important to do so.
Don’t Ignore What’s Important
We spare no efforts to get as large a sample as possible to obtain a variety of results. Perhaps you don’t like the information we’ve obtained, but it’s what your potential public thinks. Are you going to ignore it?
Conclusion: can you trust surveys 100%? The answer is no, but they can serve as a guide, as a way to get feedback and improve. That’s what it’s all about, isn’t it??