And it is true that social media is ideally suited for positive messages. On the other hand, a negative message is also posted so easily. Does a service not work? It is immediately on Twitter with #fail. The consumer of today expects an immediate response from the person or organization in question. The fact that extreme opinions are shared on social media does not make it representative. But it is certainly relevant! It is precisely these extremes that companies can learn from. And because large groups of consumers use this, this medium can simply no longer be ignored by organizations.
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Identifying trends from social media
In addition, there are hard trends and developments from social media to observe. For example, in the investing your money in a targetedautumn of 2011 we already conducted social media research into colds for a promotional campaign. We used Twitter data in which people indicated that they had a cold. In two and a half months we collected more than 200,000 tweets and investigated them further using text analysis techniques. This provided interesting connections and insights for the client, certainly when we compared the volume of these messages in terms of time with the temperature.
cold_tagcloudResearch into colds on social media
Although the sample is not representative for the Netherlands or for the part that is active on Twitter (26 percent of the Netherlands). find what they want quickly Nevertheless, the trend for colds can be followed well. We could not have monitored this with traditional research. And certainly not for the limited budget, caseno email list because traditional market research remains expensive.
Even more interesting is when you look at the content of words that are used more often or the sentiment. In this case the sentiment, or social mention , is mainly negative. In this ‘tag cloud’ it is clearly visible which terms are in the ‘cold messages’. This offers, combined with the online analytics, real-time information for the market researcher who is looking for relevant insights.
But how do you do social media research well? For that you need a combination of the following three elements: