Is Social Research Like Trying to Fit a Square Peg in a Round Hole? 4 Ways to Make It Easier

There’s a whole world of data out there and it’s yours for the taking.

The insights that are publicly available through social media research are vast, but it is still a little-used methodology to capture consumer insights. Why is that?

It can be a difficult process to get your head around, especially if you’re solely using social media for engagement and brand listening. Or if you’re a market researcher who has not yet taken on social media as a research methodology. Marketers are accustomed to using methods and metrics they are comfortable with. Social research throws a wrench in that, since it’s different and may seem more “messy” than traditional research data.

To further complicate matters, software platforms that provide listening tools offer standard metrics that do not ‘fit’ with research. Automated reports tend to focus on vanity metrics (likes, shares, comments) and do not yet fully explore or highlight the deeper analytics that are valuable when it comes to research.

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