The document discusses the use of social media as a research tool, outlining practical examples of both passive and active monitoring techniques such as sentiment analysis and web analytics. It emphasizes the importance of understanding customer behavior online, measuring brand buzz, and identifying influencers. Additionally, it raises critical questions for organizations to consider in relation to their online presence and product development.

1. Exploring the Social Web as a Research Tool www.SOCIAL FISH .org

2. 1) Practical examples 2) Making it work better

3. Examples Passive Monitoring Sentiment Analysis Web Analytics

4. Examples Active Friending Collecting Testing

5. Tools Making Sense of the Social Web Monitoring Sentiment Analysis Web Analytics search

6. Examples Customers and Zappos

7. Customers and Starbucks

8. User profiles on a private community site

9. Your Examples Active Passive Monitoring Sentiment Analysis Web Analytics Friending Collecting Testing

10. The questions that drive us.

11. Brainstorm an Idea Start with a question Active/passive Quantitative/qualitative What are the possibilities? What are our members/ customers already doing online? Do our products/ programs match what people are coming to our website to find? How do we measure buzz around our brand, including sentiment of the buzz? What programs/products should we be developing, based on buzz in the marketplace? Can we identify influencers who are affecting our business? How do you triage trust?

12. Questions Maddie Grant, CAE Chief Social Media Strategist [email_address] Skype/Twitter: maddiegrant Lindy Dreyer Chief Social Media Marketer [email_address] Skype/Twitter: lindydreyer www.SOCIAL FISH .org