What comes to your mind when I say research? Complicated? Systematic? Facts?
The reality of research is very different from what these assumptions are. Getting to the bottom of any problem in today’s technological age doesn’t require a lot of money or effort. It won’t take you weeks to finish. For instance, a focus group survey. Alternatively, a group of people dressed in lab coats and wearing spectacles.
Nowadays, researching anything is easier and simpler. Every analytics tool has a large mound of data collecting in its backyard. If you have an eye for it, the internet can provide you with a wealth of information.
Making the Connection Between Social Media, Data, and Research
Every day, millions of people post on Facebook, Instagram, Twitter, LinkedIn, Tumblr, Snapchat, and other social networking sites. This content/data is processed and analysed by one or more systems.
Professionals in the field of social media sift through this data to look for trends. They utilise what they’ve learned to forecast trends, spot the newest fads, and figure out what users want.
Performing social media research is far more cost-effective and informative for marketers than conducting market research.
Key Benefits of Performing Social Media Research
- Social Media Research’s Advantages
- There is a continual flow of information.
- The content is multi-dimensional and layered.
- Every new year offers a fresh set of questions to consider.
- Marketers may monitor the progress of their efforts.
- Social media provides in-depth and real-time content.
- It’s a lot faster than the old way of doing things.
- Marketers may assess the effectiveness of their campaigns by analysing data.
- Marketers investigate the factors that customers consider while evaluating a product or service.
It’s less expensive than a full-fledged market survey.
The fact that social media is open 24 hours a day, seven days a week is one of the most appealing features for marketers. Social media never takes a break. Half of the world is awake and online at any given moment.
Because of the widespread use of social media, data continues to stream in. Posts, photos, videos, and words are all shared. They use a variety of gadgets and platforms at the same time. They talk about it on internet forums. On chatting applications, they form groups. They converse with both people and chatbots.
And all of that information is saved. It can even be traced back months or years.
Do you want to discover what consumers desire in a specific product category?
Do you want feedback on your new service from them?
All of your inquiries have previously been addressed elsewhere, in a conversation, a mail, or a blog article. All you need is a plan to make sure you’re looking in the correct places, and you’ll have a market survey in a fraction of the time.
Focus studies, on the other hand, may be useful if you want a more thorough result. However, in today’s world, customer attitudes can shift in a matter of weeks, even if they are given a whole season to consider a new concept.
The real-time data provided by social media aids in the comprehension of current trends and client feedback. As a result, marketers are able to develop a plan that is appropriate.
The massive amounts of data that social media releases on a daily basis contain the key to layering knowledge about various people.
Finding out what people are talking about in their postings may be enough for you as a marketer. However, the data produced by social networks contains much more—personality profiles, age, gender, habits, trend following, location, and so on.
The research that examined the personalities of social profiles is an example of pattern extraction from deeper layers of data. According to the findings, the following conclusions may be drawn.
Personality characteristics of users (introverts, extroverts, sensing, intuitive, etc.)
Differences in routine (introverts get more likes, extroverts love posting selfies, etc.)
Levels of activity (sensing people are early posters, intuitive ones post later in the day, etc.)
You may use social data to filter by age, location, gender, influence, and other factors. You can find a group of people that meet the demographic you want to create.
The problem about progressing through time is that it brings new ideas to our doorstep. With the passage of time, devices get increasingly digitally improved. They’re digitizing and keeping a lot of data that was previously unavailable.
Facebook responses, Youtube live streaming, Messenger chat bots, and other social media platforms are constantly adding new capabilities. The user will be able to connect to his circle more easily as a result of these changes.
They also help a marketer looking for a trend to better understand consumer emotions and behaviours.
Take, for example, Facebook responses. Users may now tell the online world how they are reacting to a scenario by selecting from furious, laughing, awe, love, and other options on their Facebook status.
Marketers, on the other side, use this capability to track emotional responses. Facebook analytics indicate how well any given piece of content does on the response board ( for example, media content triggers almost twice the angry reaction than the wows.)
These like-counted replies are vivid.
They allow better insight into just how a user feels after going through a particular content.
Why is Everyone a researcher?
Marketers can use it to their advantage. If they want a post to draw out laughter from their viewers, they can model the content appropriately and then use the reactions to measure their performance.
Social media data is easily accessible, available in real-time, and levelled. You can use it per your requirement, i.e. you may decide to pick it for a simple query or conduct a rigorous analysis to uncover a trend no one discovered before.
Either way, studying social analytics and data allows for a deeper understanding of how content should be, what it’s target wants, and how creativity can be made more efficient.
Most importantly, the resources required to jump head first into this kind of knowledge quest is easily available to people. Thus, making research on social media a job everyone can take one. Everyone with the virtue of patience, of course.