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Social Media for Consumer Insights - Chapter 9

Social Media for Consumer Insights - Chapter 9



This is Tracy's PPT for chapter 9 of the text, Social Media Marketing, by Tuten & Solomon.

This is Tracy's PPT for chapter 9 of the text, Social Media Marketing, by Tuten & Solomon.



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  • Nice videos for helping understand course content better. I was beginning to think I would have to memorize the word 'netnography' in case it is on our final exam until I watched the NetBase video and am now very clear on what the term means.
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  • Note: These are Tracy Tuten’s personal PPTs. They are not the published supplements affiliated with the text.

Social Media for Consumer Insights - Chapter 9 Social Media for Consumer Insights - Chapter 9 Presentation Transcript

  • 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?
  • What aspects of businesscan benefit fromsocial media listening?
  • What can researchers monitor insocial media spaces?
  • 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
  • Social Media Listening Tools Social mention Same point Whos talkin Blog pulse Google alerts Google trends Howsociable
  • Categorydistributionof offlineand onlineWOM for mosttalked aboutbrands
  • For Discussion Is it ethical to mine social conversations?
  • 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
  • Quantitative SM Research Monitoring and Tracking Sentiment Analysis Content Analysis
  • 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
  • Sentiment Analysis - Steps Fetch, crawl, cleanse Extract relevant data points Extract sentiment using sentiment indicators Aggregate the data into a summary
  • Problems Volume of conversation Cultural factors in the meaning of language Multiple meanings – e.g., BP Accuracy in the categorical data
  • Content Analysis Deep insight into the text (or other content) Pieces of information are classified and analyzed for themes
  • Content Analysis Codes Context codes Respondent perspective codes Process codes Relationship codes Event codes Activity codes
  • Case Study – Dove Pro Age http://www.youtube.com/watch?v=vilUhBhN nQc&feature=related
  • Visualizing the Themes
  • Caution! Errors and Biases Coverage error Sampling error  Echo effect  Participation effect (including social media zombies) Nonresponse bias
  • 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=kyc3Icum 4Dc
  • Sample ofSocial Media Monitoring Providers Radian 6  http://www.youtube.com/watch?v=8i6Exg3Urg0&list=PLC252F7845BE744AE&ind ex=7 NetBase  http://www.youtube.com/watch?v=ErCyFmvzpFc ScoutLabs Sysomos Harris Interactive
  • Example of Primary Research Language of Love in Social Media by Firefly MB  http://www.fireflymb.com/libraries/social_media_ study/2010_socialmediastudy_summaryreport.sfl b.ashx
  • Recap Discussion Reminder: Visit www.zonesofsmm.com to read daily news and search for examples related to each chapter.