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Social media research is now starting to play a more fundamental role in social media strategies. With careful planning, social media research can provide context on everything from brand perception (are certain campaigns insensitive?) to customer service hiccups (have call centers reached capacity?). Analysis of social media channels can also help companies understand how their customers interact with one another: Are they a tight knit community? Do they help each other solve problems? Social media research can also help companies identify unintended consequences of marketing campaigns, and can prompt decisions on whether or not mitigating actions are necessary. Social media research may not yet be as scientific as traditional media research, but it is a fast, direct, and valid means of capturing customer feedback and identifying early trends.