Social Media Research + Online Qualitative Research = New Paradigm
Wednesday, August 10, 2011 at 6:46 PM 
One of the things that I "brought over" to OutsideIn Strategies is my early experience with Social Media Research. To date, my favorite product to use is Sysomos, which enhances marketing campaigns with tools to monitor, measure, and understand their impact and success.
Radian6.com is another product where searches can be conducted to see what's happening within the social media landscape, and a marketer can make changes on the fly to give campaigns a better chance of success.
Social Media Research allows marketers to:
- Understand the target consumer demographic, it's sentiment and behaviour over time
- Measure the buzz, segmented by region, age, gender, and profession
- Follow main discussion topics and themes around your brand
- Monitor valuable product feedback and consumer complaints posted online
- Quantify the sentiment and impact
- Compare issues and competitors across many dimensions historically and identify current trends
- Adjust and shape your strategy based on real-time feedback for your campaigns
ITracks had a very interesting are on "The Changing Landscape of Online Qualitative Research", which stated in reference to Social Media Research:
The inclusion of social media data in qualitative reports is something that research buyers are beginning to expect. Adding an element of social media to a proposal or a report will give any qualitative researcher a clear differentiator. The good news is there are a couple of providers out there who are set up to assist marketing researchers.
Through social media researchers can use data to develop their research project or track the effectiveness of a campaign. This application has enormous potential and will soon become a standard component of most qualitative research projects.“The infrastructure of social networking and user-generated content is firmly in place and generally accepted as an open portal to very rich and detailed information, just waiting to be analyzed.”
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