Is Social Research Like Trying to Fit a Square Peg in a Round Hole? 4 Ways to Make It Easier


4 Ways to Make Social Research Easier

There’s a whole world of data out there and it’s yours for
the taking. The insights that are publicly available through social
media research are vast, but it is still a little-used methodology
to capture consumer insights. Why is that? It can be a difficult
process to get your head around, especially if you’re
solely…


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The post
Is Social Research Like Trying to Fit a Square Peg in a Round Hole?
4 Ways to Make It Easier
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Is Social Research Like Trying to Fit a Square Peg in a Round Hole? 4 Ways to Make It Easier


Is Social Research Like Trying to Fit a Square Peg in a Round Hole? 4 Ways to Make It Easier

There’s a whole world of data out there and it’s yours for
the taking.

The insights that are publicly available through social media
research are vast, but it is still a little-used methodology to
capture consumer insights. Why is that?

It can be a difficult process to get your head around,
especially if you’re solely using social media for engagement and
brand listening. Or if you’re a market researcher who has not yet
taken on social media as a research methodology. Marketers are
accustomed to using methods and metrics they are comfortable with.
Social research throws a wrench in that, since it’s different and
may seem more “messy” than traditional research data.

To further complicate matters, software platforms that provide
listening tools offer standard metrics that do not ‘fit’ with
research. Automated reports tend to focus on vanity metrics (likes,
shares, comments) and do not yet fully explore or highlight the
deeper analytics that are valuable when it comes to research.

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