Social Media and Marketing Research

I do come across this question several times while speaking on Social Media, hence this post to answer the queries I have cumulatively recieved on this topic. 

By 2010, 70% of online content will be produced by the consumer.  Consumers are constantly talking about you, your product, your brand, and your icons. As marketers now we have only two choices. Either we listen to them or we ignore them. But then again, they have been talking about you since the beginning of your brand. As marketers we always had only two choices either we listen to them or we ignore them. We have reached where we are today with a selective input from them, selective input from our employees, some commonsense and some business intelligence. This not only applies to your brand but also applies to every other successful brand from Pepsi to James Bond.

Following are few ways which can help you listen to your audience 

  1. Measure Social media
    1. Measure word of mouth for free: Here is an article on Mashable that will guide you on the free resources to measure WOM.  Click here to read it
  2. Measure online media
    1. There is another link that I found during my search and it has a comprehensive list of multiple tracking systems to brand monitoring. Click here to read it

I have also tried to compile the sources which can help you listen to your audience, I hope you will find it useful

Social media monitoring

Monitor Buzz Monitor Presence Monitor Sentiments Monitor Website traffic
Google Trends HowSociable? BackType Compete  
Trendpedia – Addict-o-matic PostRank Analytics Quantcast
BlogPulse Trends socialmention ScoutLabs Alexa  
eKstreme   Radian6 BlogFlux Page Rank
Omgili Charts   Visible Technologies
Alltop   Collectiveintellect    
Monitter   Onalytica    

Marketing: has always been and will always be the image maker of the company, previously we were doing it on gut and some consumer involvement and now web has enabled us to increase consumer involvement.

Marketing research: Interestingly this profession has seen much technological advancement in its short life-span. Internet is also another technological advancement and nothing else. (The most noticeable one is the WOM monitoring which is a direct outcome of social media growth; this was completely missing from MR’s product portfolio)

Throughout the ages they have been saying “innovate or evaporate” and it’s true for our times as well. The more I read about social media, the more I sense disturbance and panic in the market which should not be the case. Social media, internet, and new generation of empowered consumers are just another addition in the marketing mix. It is a phase in marketing’s own product lifecycle, and these phases make marketing worth spending our careers with.

So enjoy marketing, stop panicking.


~ by digivine on October 22, 2009.

3 Responses to “Social Media and Marketing Research”

  1. Very well written

  2. Thank you for including us in this list. Finding out how an organization’s value promise is received and acted upon in the social media space is market research all departments in the organization should take note of!

    Lauren Vargas
    Community Manager at Radian6

  3. Research to better understand the mindset of the consumer is becoming a much bigger part of the social media landscape. Thanks so much for including our company in your thoughtful post.

    Mike Spataro
    SVP, Client Strategy
    Visible Technologies

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