Social media monitoring vs Social media research: Can you see the difference?
Monday, July 26th, 2010
Many people are curious about the difference between social media monitoring and social media research. The distinction is clear, and fairly easy to see if you have experience with market research.
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Social media monitoring
- The act of reviewing and tracking social media data
- May include tracking the volume of data meeting specific criteria, possibly tracking the sentiment of that data, determining which websites are producing greater or lesser volumes of data, identifying individual who are prone to discussing a brand, interacting with individuals contributing the social media data
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Social media research
- The application of scientific methods to social media data
- Like surveys, focus groups, and other established research methods, social media research incorporates the scientific principles that turn data into valid and reliable data sources, suitable for explaining past and current behaviour, and predicting future behaviour
- Established methods may include several of the following: developing research objectives, defining problems, defining and selecting relevant target groups and samples, applying sampling, weighting and standardized data quality methods, applying validation methods, evaluating data reliability
- Outputs include Usage and Attitudes studies, Brand Trackers, Ad Trackers, Segmentation studies, and other research traditionally using survey or focus group data
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Category conversition | Tags: Tags: ad tracker, brand tracker, conversition, data quality, focus group, sampling, science, segmentation study, social media monitoring, social media research, surveys, target audience, U&A, weighting,
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