The strength in this chapter is how much vocabulary is given
to help explain the different types of social media research that marketers use
to compile research information from social media sites. For example the
chapter focuses on both qualitative and quantitative research in the form of
observational and ethnographic research, monitoring and tracking, and sentiment
and content analysis. The weakness is in how little the process for actually
doing research on social media sites is covered, the book does a good job of
breaking down they types of research and how they are each preformed
separately, but not on how companies perform the service of collecting the
information for research.
Five terms I’ve never heard:
Netnography- is a research methodology that takes
information from public spaces online and uses that research to study a group
without being intrusive.
Scraping- is an automated monitoring process that
searches the web for conversations that relate to the criteria that has been
designated to be the target and stores this information on a database.
Opinion Mining- is another term used to describe
sentiment analysis, which is basically the collection of opinions from online
users about a brand.
Echo Effect- is also known as online-echo, is a term
used to describe a sampling error in the research process that can occur where
users share other users post sometimes across many social media platforms
causing it to be hard to give an accurate sampling of information.
Nonresponse Bias- is the potential for social media
research to be inaccurate by not capturing some information from the target
population that have significantly different information from the users who’s
information was collected, causing the research to be biased.
I searched Tesla Motors on socialmention.com and I do agree
with the results that came up, the strength in social media mentions is 31%,
sentiment ratio is 6:1 meaning the ratio of positive mentions to negative,
passion is 41%, the possibility that a user will repeatedly mention the brand,
and reach is 24%, is the range of influence the users have about this brand.
The number of users that were used to collect the data seems a little small,
but that seems to be one of the few things I wasn’t satisfied with.
Thanks for visiting my blog, and I hope everyone has a good weekend!
