Cultures Of Collaboration

Tom Ewing

The use of social media for research is arguably entering the mainstream. "Listening" to consumers using websites like Facebook and Twitter has become an industry buzzword, advocated by clients and industry specialists alike.

Cultures Of Collaboration

Tom EwingSocial Media Knowledge Leader, Kantar Operations

INTRODUCTION

The Age of Communities

Is it safe to say now that the use of social media for research is mainstream? “Listening” to social media has become an industry buzzword, enthusiastically embraced by major client companies with publications like the ARF's “Listening Playbook” and Ray Poynter's forthcoming book on 'New MR' offering researchers practical guidelines on how to use social media tools in their work.1

As for online communities, the other growth area for “New MR”, they were first tried in the early 00s, the current buzz around...

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