Social Media Research

Turning Social Media Monitoring into Research: Don’t Be Afraid to Engage

The idea of conducting qualitative “research” by way of simply listening in on conversations posted on various social media venues is, from a research design perspective, curious. It is curious Conversationbecause the business of understanding how people think (i.e., the business of marketing and social research) has never been about just hearing them talk, reading their words, and/or observing their behavior. While capturing this information may prove interesting and in some circumstances useful (e.g., counting the number of mentions of a competitive brand or variations in reactions to a new product introduction), it is not good enough when the intent is to learn about underlying perceptions and motivations.

This issue is discussed throughout Research Design Review but most notably in a September 2011 post where the distinction is made between social media monitoring and Read Full Text