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Research Methodologies
May 19, 2016
Social media listening becomes exponential when integrated with tracking surveys and behavioral metrics.
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Editor’s Note: This post is part of our Big Ideas Series, a column highlighting the innovative thinking and thought leadership at IIeX events around the world. Michalis Michael will be speaking at IIeX North America (June 13-15 in Atlanta). If you liked this article, you’ll LOVE IIeX NA. Click here to learn more.
By Michalis A. Michael, CEO, DigitalMR
The value of social media listening becomes exponential when integrated with tracking surveys and behavioral metrics. This is when actionable insights otherwise unattainable become visible. Here are 3 use cases:
*Net sentiment score=is a score between -100% and +100% that indicates the ratio of negative Vs positive posts for a brand or a topic.
In order to set yourselves up for success the first time you attempt such data integration, you should not just look for trend correlations in the data. Even if the metrics in the data sets you are trying to integrate do not seem to correlate, this is also a very valuable finding that can lead to further investigation. Here are some additional possibilities:
Granted, today we may not be able to replace our brand trackers with social listening tracking 100%, but as more and more consumers get connected on social media this may soon become feasible. There are predictions that more than 5 Billion smartphones with access to broadband will be owned by 2020. This means that in most countries we will have over 90% broadband penetration. This is a game-changing statistic. Are you getting prepared for that time? Do you already complement your brand tracker insights with social listening?
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The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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