10 rules for social media research
Social media interactions can be a rich seam of research for brands as long as they follow some rules of engagement.
Social media research is a fast and efficient way to build a picture of the digital landscape which brands are operating in. The adoption of new tools such as buzz monitoring platforms and new methodologies involving engagement with respondents via social networks are providing researchers and brands with a fresh layer of insight to better understand their consumers.
There is a palpable excitement about the growing role of social media in research, and the medium has quickly risen to the pinnacle of many marketing plans. However, research via social platforms is in the midst of an 'awkward adolescence'. The research community is still in a period of transition – formulating best practice strategies and working on ways to conduct non-intrusive research via social media that draws insight from online social interaction, without compromising the privacy of individuals.