Social insight: Who is the audience on social media?

This article asks who is talking and listening on social media, and suggests adopting a people-centric model that brings companies closer to their customers, tapping into a source of fundamental customer insight.

Social Insight: who is the audience on social media?

Jessica OwensFACE

A shift in social media marketing research towards understanding who is talking (and listening), and adopting a people-centric model that brings companies closer to their customers as real people, is giving brands the confidence to use social data as a source of fundamental customer insight.

Who are you talking to in social media? It's a deceptively simple question – but also the biggest contemporary challenge in social media insight.

In this article I want to outline a shift in thinking in social media marketing research: a move from...

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