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Marketing surveys are wrong
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Yeah, I know it is a sensationalist headline. Sue me. I am reacting to everyone constantly telling me that social media listening provides “wrong” information. They do. Every technique that purports to provide insights into markets has some kind of error in them because this isn’t an exact science. But to pooh-pooh social media listening on the grounds of inaccuracy is just as dumb as my headline that takes to task all market research. What’s really true is that different research tools have different strengths and weaknesses and we should understand them so that we use the right ones for the right purposes. Read the remainder of this entry »
Is social media all the market research you need?
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In Mike Moran’s recent post, he pointed out that digital marketing is more about understanding marketing than it is about being a technology expert. I could not agree more. One certainly needs to understand the basics of marketing to be successful in digital marketing. But, I would like to take this argument even further, understanding marketing is necessary but not sufficient. It is all about understanding customers and their wants, needs and values. Market research rocks! Read the remainder of this entry »
How familiar are you with your customers?
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Yes, I know that you know your business. And maybe you’ve even done some market research. If you listen in social media, give yourself a gold star. But how well do you really know your customers. I’ve been talking to a number of marketers from a cross-section of companies over the last few months, and I am afraid that from my vantage point, the answer is that we don’t know our customers well enough. Read the remainder of this entry »
Do you need accurate sentiment for social media listening?
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Most of you know that I serve as Chief Strategist at Converseon, so I spend a lot of time thinking about sentiment analysis techniques for social media listening. My background is in text analytics, so I am no stranger to technology solutions for this problem, but I’ve long felt that technology is only part of the solution to the vexing problem of social media sentiment analysis. The question is, how accurate do you need sentiment analysis to be? Sure we’d all want to know with 100% accuracy whether customer comments about our company are positive or negative. But are you willing to pay for it? Read the remainder of this entry »
The right social media listening tools for the right jobs
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Most of you know that I know that I serve as Chief Strategist at Converseon, a leading social media listening company, so I don’t claim to be unbiased in my opinions in social media listening–of course I think that Converseon has the best approach, combining human analysis with technology that makes that analysis scale. But I know that not everyone will spend the money to get their social media listening to be as accurate as Converseon can do it. I know that many of you want to use something free, such as Hootsuite. (I see you out there.) And you can use a free tool to do social media listening–it’s not against the law. But I want you to think very carefully about what you are using it for. Read the remainder of this entry »
