Leveraging passively monitored communities for ongoing insight

This paper identifies a new approach to leveraging insight from social media, focusing on who is doing the talking rather than what is being talked about.

Leveraging passively monitored communities for ongoing insight

Dave Choate and Chad R. Maxwell

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Introduction

Most current social media research is based on topics, not people. You don't know who is doing the talking, so you don't know what is relevant to your target consumer or business challenge. Our research approach created a hybrid of two existing methods—social listening and survey research—as a fresh approach to solve for this challenge. By layering specific people-attributes onto individual level social data we identify the whoin the social space,...

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