Back to #Explore after lunch... let's get to it!Drowing in Numbers: Turning Social Media Data into Insight+Tom Webster
"Social Media is Making Polling Obsolete" - is this a true statement?
-Listening will not kill Asking. They make each other stronger
-The key to understanding any piece of data is: Why was it created?What do you do with data collected via social media?Check your Work
-Read methodology behind the poll/social media
-The tools to mine social media are new
-There are different people tweeting & creating content online - that doesn't make it wrong, you just have to check your balances Do Your Own Work to Make Sense of Social Media
- Treat social media as a source of questions, language, etc.
- Use surveys (online and offline), emails, etc to follow up on social media data. Find the channels where your customers/prospects are.
- Weight the data based on the source: different platforms will have different types of people and therefore different opinions. If you combine sources, you can calibrate them and make the data better.
- Learn about how people truly feel about your brand by asking the right questions on the right channels. Additional Insights
-Use all the tools at your disposal - don't just use data from social media.
-The truth is, the people on social media may not be representative of your actual consumers. Keep that in mind when collecting or mining data.
-Does anyone tweet about brands other than people who work in marketing, advertising, PR or social media?
-Only 10% of U.S. population is on Twitter vs. people actually consuming data
-The problem with any data is you don't know where it comes from or the methodology with which it was collected. Companies that Provide Good Data
, which use panels
-Panels give you different data than social media
-Calibrate data from panel sources with online data