Comments on: Social Media Monitoring 201: The Market Research Perspective

By: ramandeep singh

ramandeep singh — Fri, 27 Jan 2012 14:08:00 +0000

social media had become a reliable source of primary data for market research .. its the most accurate and cost effective way …i wrote an article on it on my blog , give it a look http://www.jasica.in/2012/01/four-reasons-why-social-media-is-most.html

By: Michelle

Michelle — Tue, 15 Nov 2011 23:19:00 +0000

Great concepts here for social media monitoring. I like the idea of breaking the segments up into buckets and then the follow-up question being the same so that you can dig even further into customer sentiment

By: What’s the Deal With Data? « Measuring Social Media Success

What’s the Deal With Data? « Measuring Social Media Success — Mon, 08 Nov 2010 11:35:41 +0000

[...] according to Tom Webster’s article about social media marketing, it’s not enough to merely look at your data. You must ensure that listening to every angle from [...]

By: Pierre

Pierre — Tue, 16 Mar 2010 18:46:05 +0000

Thanks for the great article. Asking the “right” questions make a world of difference.

Pierre Gauthier
http://www.qualitative-research-canada.com/

By: Ashley Lim

Ashley Lim — Sun, 07 Mar 2010 10:39:34 +0000

Nice article, many companies are indeed stuck at the stage “yea, I am listening online, but I have not figured out what to do with the data”. I think its crucial for agencies to help clients analysis and segment the most relevant conversations so that they can look at integration into their existing product development, customer service, branding efforts.

Ashley
Social Media Consultant
Brandtology
http://www.brandtology.com

By: Six Degrees Of Social Media Monitoring | BrandSavant

Six Degrees Of Social Media Monitoring | BrandSavant — Fri, 05 Mar 2010 15:22:56 +0000

[...] few days ago I posted my thoughts on social media monitoring for market research.One thing that has become apparent to me over the past few months is that there are a lot of folks [...]

By: Business Coaching: 9 Realities About Social Media For Your Business | Finding Answers

Mon, 01 Mar 2010 17:08:11 +0000

[...] and you can end up measuring the wrong ones. The good news is that this article by Tom Webster Social Media Monitoring 201, helps you sort out the right [...]

By: brandsavant blog: next generation of market research | web cubed – the next web

Sat, 27 Feb 2010 11:44:11 +0000

[...] today i’ve read a good article over at the brand savant blog by tom webster, where he states, what the real great thing about [...]

By: Mark Shavers

Mark Shavers — Fri, 26 Feb 2010 16:46:39 +0000

Very good article. I like the way you take social media monitoring and break it down into it’s component parts. Listening, learning, and engaging. I think there’s good tools out there for listening and engaging, but there’s not very many for doing as you said ” In order to make sense of those responses, we code them–we have trained survey teams go through these verbatim answers one-by-one and assign them categories”. Isn’t that the learning part, where the real value is derived from the conversations in social media? Sentiment is somewhat useful, it gives directional guidance on how people feel about a brand or product, but it’s not 100% accurate. It’s also really only useful for PR and customer service. The learning part, being able to group people’s comments into buckets and seeing why don’t people eat at J.P. McBeers more often, that’s the real power of social media. Because what you learn from that, isn’t coming from a prompted response, it’s coming from unsolicited comments.

By: Tom Webster

Tom Webster — Fri, 26 Feb 2010 16:29:56 +0000

I’ll just add this–I think sentiment analysis is getting a lot better with what statisticians call “Type I” error, but “Type II” error is another story. One is a sin of commission, the other a sin of omission. If I Tweet that “I LOVE that my Toyota actually stopped this time when I hit the brake” what do you do with that? A human knows instantly what to do with that. A computer doesn’t–and won’t until the day when SkyNet takes over.

By: Andy Beal

Andy Beal — Fri, 26 Feb 2010 16:08:07 +0000

Tom, I wouldn’t worry, cos I’ll say it. Automated sentiment analysis IS far from accurate.

Chris, curious as to how often you find your analysis doesn’t need manual adjustment by the end-user. Anything more than a 10% error, and users tend to check ALL sentiment for accuracy–which defeats the object of automation.

By: Tom Webster

Tom Webster — Fri, 26 Feb 2010 16:05:04 +0000

Chris, I didn’t say “far from accurate.” I said “far from perfect.” A very different statement, no? Thanks for reading!

By: Chris

Chris — Fri, 26 Feb 2010 16:00:53 +0000

Great post and great insight on using social media as a market research tool.

I have to politely disagree with the thought of sentiment being far from accurate. With most of the tools out there, I agree – it’s a complete coin-toss due the disparity between the way people talk in social media and what the sentimental analysis is intended for.

Our tool, RESONATE from ListenLogic, features adaptive sentiment through machine-learning. It actually learns the way people speak about your brand and adapts accordingly. Our in-house analysts are constantly fine-tuning the sentiment, and as a result we boast a much higher accuracy for sentiment.

Once again, a great post and a great read. Will definitely be RT this one out there.

By: Andy Beal

Andy Beal — Thu, 25 Feb 2010 16:45:13 +0000

Thanks for sharing your advice on how to segment and actually use the data being extracted from your monitoring efforts!

Thanks also for the Trackur mention!

P.S. Going to add this post to reputation.me

By: Katie Morse

Katie Morse — Thu, 25 Feb 2010 16:37:48 +0000

Hey and thanks for the Radian6 shout-out! Using listening tools to improve market research is a great application – you’ve given me a bit to think about today; thanks for that!

Katie Morse
Community Manager
@misskatiemo
http://www.radian6.com