The power of social media in research

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Read our article to find out how social media can be used as part of a robust research programme:

On the 15th of February Research Live reported that the global social media analytics market is set to grow by 27.6% due to new advanced analytic techniques and a surge of users. This is unsurprising given the power of social media and the volumes of unanticipated feedback customers provide on channels like Facebook and Twitter every day.

For example, last year in their social media report McCallum Layton reported that around half of social media users are likely to share positive or negative experiences of a brand on social media and so the power of social media for research purposes cannot be ignored. Customers are increasingly vocal and giving organisations ‘free’ and unprompted feedback every day on what they love and hate about your brand, service or product. If you can harness this feedback then you can gain insights to help shape the direction of your activities.

Social media listening should not be conducted in isolation (self-selection bias is at the extreme here with only the happiest and unhappiest customers likely to speak up), however as part of a robust research programme it can add an additional dimension to the knowledge base of your business. Further information on the benefits and drawbacks of social media listening can be found in our infographic: https://goo.gl/i5jTgk

You can even go one step further and ring fence the power of social media into your very own online community where your customers can interact with each other and you to drive business improvement. Communities can be long term with 5,000 plus members or short term with 100 members, either way providing you with plentiful actionable insights to help you make the right choices.

To learn more about how we build, moderate and manage online communities for our range of clients, get in touch!

Author: explainmarketresearch

We are a market research agency that has delivered high quality and reliable insight to our customers across three decades. From utilities to financial services, and social housing to healthcare, we continue to help our customers identify areas where they can make a positive impact on their business.

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