SOCIAL MEDIA
FOR CONSUMER
INSIGHTS
9
Learning Objectives
 How do companies utilize social media research?
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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©
9-2
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
Social Media Marketing, 2e©
_______ 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
Social Media Marketing, 2e©
In discussing social CRM tactics,
the CRM stands for ____________
Customer
relations
management
Social Media Marketing, 2e©
____________ research involves
recording behavior or the
residual evidence of behavior.
Observational
Social Media Marketing, 2e©
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
Social Media Marketing, 2e©
_______ 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
Social Media Marketing, 2e©
________ make up the largest
active area of social
entertainment.
accuracy in gauging
sentiment with
automated tools
Social Media Marketing, 2e©
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
Social Media Marketing, 2e©
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
Social Media Marketing, 2e©
Recall terms from class…
Random sample,
convenience sample,
anecdotal evidence
Social Media Marketing, 2e©
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
Social Media Marketing, 2e©
________ 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
Social Media Marketing, 2e©
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
Social Media Marketing, 2e©
_________ is field research where
researchers visit people’s homes
and offices to observe them as
they go about their everyday
lives.
Ethnographic
research
Social Media Marketing, 2e©
_______ is a rapidly growing
research methodology that adapts
ethnographic research techniques
to study the communities that
emerge through computer-mediated
communications.
netnography
Social Media Marketing, 2e©
________ 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 Marketing, 2e©
Social Media in Research
 Social customer care
 Market research
 Campaign assessment
Social Media Marketing, 2e©
9-22
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
Social Media Marketing, 2e©
9-23
Quantitative Analysis
 Monitoring and tracking
 Sentiment analysis
 Content analysis
Social Media Marketing, 2e©
9-24
Social Media Listening Tools
 Social mention
 Same point
 Whos talkin
 Blog pulse
 Google alerts
 Google trends
 Howsociable
Social Media Marketing, 2e©
9-25
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?
Social Media Marketing, 2e©
9-26
Sentiment Analysis – Steps
 Fetch, crawl, cleanse
 Extract relevant data points
 Extract sentiment using sentiment indicators
 Aggregate the data into a summary
Social Media Marketing, 2e©
9-27
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
Social Media Marketing, 2e©
9-28
Content Analysis Codes
 Context codes
 Respondent perspective codes
 Process codes
 Relationship codes
 Event codes
 Activity codes
Social Media Marketing, 2e©
9-29
Caution! Errors!
 Coverage error
 Sampling error
 Echo effect
 Participation effect (including social media
zombies)
 Nonresponse bias
Social Media Marketing, 2e©
9-30
For Discussion
 Is it ethical to mine social conversations?
Social Media Marketing, 2e©
9-31
Social Listening and Uber
Radian6 evaluation
Radian6
9-32
Radian 6 and Social Listening
Radian6 demo
Social Media Monitoring Tips
Social Media Marketing, 2e©
9-33
Sample Dashboard Content
Social Media Marketing, 2e©
9-34
Insights for Uber
Social Media Marketing, 2e©
9-35
Let’s Try It
 Identify one or more videos on YouTube
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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?
Social Media Marketing, 2e©
9-36
Potential Problems
 Volume of conversation
 Cultural factors in the meaning of language
 Multiple meanings – e.g., BP
 Accuracy in the categorical data
Social Media Marketing, 2e©
9-37
Steps in Netnography
 Identify online communities.
 Select those with high traffic, high levels of
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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.
Social Media Marketing, 2e©
9-38
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