This document discusses social media research methods like social media listening and monitoring. It explores ethical questions around user monitoring and whether alternatives like Twitter could replace cookies for tracking users across devices. Twitter's ability to track user behavior across its platform and link it to television viewing allows it to target ads. The document also discusses Facebook's terms of service, use of cookies and pixel tracking, and questions around privacy with its Messenger app.

1. Jamie Dej ter
Ashton Maseth
Col leen Vanhorn
SOCIAL MEDIA FOR
CONSUMER INSIGHTS

2. SOCIAL MEDIA RESEARCH
Qualitative
 Social Media Listening- essentially just listen to what
users say in cyberspace.
 i.e. – compile a list of comments on a Facebook page or
company blog
Quantitative
 Social Media Monitoring- systematically searches key
words it finds in social spaces.
https://www.youtube.com/watch?v=aUeSt -o4Nhg

3. DO WE MONITOR TOO MUCH?
Cookies – been around for a long time, obsolete?
Users have picked up on how to block trackers.
New alternative – “canvas fingerprinting”
 Doesn’t require a tracker to be placed within a
user’s browser.
 Is this ethical?

4. COULD TWITTER REPLACE COOKIES?
 With consumers moving from
their desktop, to tablets, to
smar tphones (and now
smar twatches) several times a
day, the industry can no longer
rely on browser tracking to
serve relevant ads.
 Users that maintain a login on
Twi t ter’ s mo b i le a p p ra re l y l o g
out and users are usually
signed- in on multiple devices at
once.
 It is actual ly made purposely
hard for Twitter users to find the
“ s i g n o u t ” b a r o n t h e mo b i l e
Twitter app.

5. Behavior Tracking
 With people signed on
multiple devices, Twitter is
able to track your behavior
and knows if you are
interacting with brands on
its platform in many
dif ferent places.
 This web of activity allows
the social media platform
to put together a profile of
your consumer preferences
and behavior.
 A map is built around your
browsing activity & it helps
them be extremely targeted
in their ad delivery.

6. TWITTER AND TELEVISION
 One way that Twitter
targets consumers is
their unique relationship
with television as a result
of the hashtag.
 If you’re tweeting about a
show or a spor ting event
on television, Twitter has
a strong indication that
you were shown
par ticular ads and then
can target you again with
that content on the
platform itself.

7. BUY NOW
 Recent ly, Twi t ter int roduced i ts Buy
Now but ton, a feature that al lows
user s to make purchases di rect ly
on Twi t ter.com and through i ts
mobi le app.
 Twi t ter is moving ver y careful ly
wi th the product , which i t says wi l l
only operate in the U.S. and be
s e e n b y a “ sma l l p e r c e n t a g e ” o f
user s.
 26 non-prof i ts and musical ar t ists
were chosen to deploy the feature,
including count r y star Brad Paisley,
the rapper s Eminem and Wi z
Khal i fa, and the death metal band
Megadeth
 Twi t ter ensured that al l payment
and shipping informat ion is ful ly
encr ypted and wi l l not be shared
wi th the sel ler wi thout consumer
permission.

8. NETNOGRAPHY
 Rapidly growing research methodology.
 Studies the communities that emerge through computer-mediated
communications.
 Analyzes the behavior of individuals on the internet.
 Provides marketers with useful insight about consumers.
 Likely to be credible information.
 Uses information from onl ine forums l ike chat rooms,
message boards, and social networking groups.

9. FACEBOOK
 Terms of Services
 Use of Cookies and Pixel Code
 Benefits to Facebook
 New Atlas platform
 Gaining access to mobi le devices

10. FACEBOOK MESSENGER
 Third par ty app (free) that Facebook requires for messaging
 Skipping over Terms of Services
 I f you did read the Terms, you wi l l see Facebook has access to
. . .
 Calling numbers w/o permission (even w/ extra charges)
 Sending SMS messages
 Taking picture/videos at any time
 Recording audio at any time
 Changing network connectivity
 Call logs, contacts, personal data
 List of other accounts like Twitter, Instagram
 http://www.youtube.com/watch?v=htyVcDLZPpU

11. WORKS CITED
 “ T h e C o o k i e s Yo u C a n’ t C r umbl e. ” Business Week. August 25-
31, 2014.
 http://www.zdnet.com/facebook-to-unveil -new-ad-platform-to-track-
users-across-multiple-devices-7000033954/
 http://www.youtube.com/watch?v=htyVcDLZPpU
 https://www.youtube.com/watch?v=aUeSt-o4Nhg
 Albergotti, Re e d . “ Fa c eb o o k’ s F i ne P ri nt I nc l u des Pe rmis si o n
to Tr a c k . ” Wall Street Journal . 23 September 2014. Web.
 Osbourne, C h a rlie. “ Fa ceb o o k to U nve il New Ad P l a t fo rm to
Tr a c k U s e r s Ac ro s s Mu l t iple Dev i c es . ” ZDNet. 23 September
2014. Web.
 P h i l lips , J o d i . “ I s Fa c e bo o k’ s New Me s s e n g e r A p p a n I nva s i o n
o f P r i va cy ?” CBS Local . 23 September 2014. Web.