SOCIAL MEDIA RESEARCH: How Conversation Research Can be Leveraged to Improve Social Media Strategies

MARCH 2011

It’s no secret that social media is serious business. Many companies such as Disney, Red Bull and JetBlue already have high ranking social media positions established within their organizations. Industry giants such as Ford Motor Co., Cisco and even Dow Corning all have Social Media Directors in charge of whole departments devoted to this new business function.

Given this emphasis, social media research is now starting to play a more fundamental role. 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.

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To set up a presentation of the study for your company by the Luminosity Research Team please contact Candice Seiger, Associate Director, Research & Client Development at Luminosity Marketing (646-213-4860 or info@luminositymarketing.com).

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