Media research: Visualise social data

Following new rules given in this article can result in accurate data visualisations that show in real-time how consumers are talking about brands.

Media research: Visualise social data

John ClarvisMEC UK

Social media provides a huge amount of data, unencumbered by question-specifics but to interpret it, data visualisation requires new rules and mindset.

Although the debate around how, or even if, the influence and contribution of social media to brands can be measured rages on, social media measurement is now firmly mainstream. In 2013, the majority of larger media and advertising agencies have dedicated social media measurement teams, with even the traditional market research sector involved.

Most agencies (and increasingly advertisers themselves) use technology vendors such as Brandwatch, Sysomos and Radian6 to...

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