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CHAPTER 9:SOCIAL MEDIA FOR CONSUMER INSIGHTS
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Learning Objectives
What types of data are used in social media research?
What are the qualitative approaches to social media research?
How can we apply quantitative methods to social media research?
What are the common errors and biases associated with social media research?
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What aspects of business can benefit from social media listening?
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What can researchers monitor in
social media spaces?
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Qualitative Research
Observational Observing and recording behavior or
residual evidence of behavior Especially useful for social listening
Ethnographic (Netnographic) Using ethnographic study of
communities to online environments Especially useful for deep understanding
of a specific community or target audience
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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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Category distribution of offline and online WOM for most talked about brands
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For Discussion
Is it ethical to mine social conversations?
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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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Quantitative SM Research
Monitoring and Tracking Sentiment Analysis Content Analysis
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Monitoring and Tracking
Listening with a systematic approach Answers these questions:
How many times was search term found?
When was search term found? Where was search term found? Who mentioned the search term?
Systematic approach means to specify the research design in terms of questions, type of data needed, sampling plan, and so on
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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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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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Content Analysis
Deep insight into the text (or other content)
Pieces of information are classified and analyzed for themes
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Content Analysis Codes
Context codes Respondent perspective codes Process codes Relationship codes Event codes Activity codes
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Case Study – Dove Pro Age http://www.youtube.com/watch?v=vil
UhBhNnQc&feature=related
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Visualizing the Themes
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Caution! Errors and Biases
Coverage error Sampling error
Echo effect Participation effect (including social
media zombies) Nonresponse bias
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Let’s Try It
Identify one or more videos on YouTube mentioning a single brand
Read the accompanying comments How do you approach analyzing the
comments? What insights can you glean? How confident are you in your
results? http://www.youtube.com/watch?v=ky
c3Icum4Dc
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Sample of Social Media Monitoring Providers Radian 6
http://www.youtube.com/watch?v=8i6Exg3Urg0&list=PLC252F7845BE744AE&index=7
NetBase http://www.youtube.com/watch?v=ErCyFmvzpFc
ScoutLabs Sysomos Harris Interactive
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Example of Primary Research
Language of Love in Social Media by Firefly MB http
://www.fireflymb.com/libraries/social_media_study/2010_socialmediastudy_summaryreport.sflb.ashx
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Recap Discussion
Reminder: Visit www.zonesofsmm.com to read daily news and search for examples related to each chapter.