How (not) to use social media for customer and market research

Research Social media listening and measurement tools can provide businesses with valuable information regarding their brand, competitors and the needs of people.

Many businesses use this information to make strategic discussions and integrate social media in techniques for customer and market research. The same goes for research companies.

However, this is not without risks. Users of different social media have a specific profile that varies depending on the medium and businesses should be aware that you cannot  extrapolate insights that are gathered via social media. This seems obvious but I have seen many press releases from companies saying that “the average consumer finds that…” and then later in the article it becomes clear that all this is based on a Twitter poll. This is entirely wrong, of course. 

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Viral marketing: how to create and guide controversy

If you have a healthy interest in social media, it should not be surprising to find yourself spending an hour or two a day reading through tech websites, looking at controversies and discussions of the social media world.

From Facebook to Myspace, social media companies are constantly in the news, drawing criticism and controversy for their decisions. It is not limited to the major players, either. Check out any major technology website and you will see links to hundreds of small companies that are becoming involved in scandalous, controversial stories.

This constant barrage of controversy does two things to your news intake.

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