The Rise and Fall and Rise of Social Media Research #IIEXap14
Post on 14-Jul-2015
381 Views
Preview:
Transcript
Please tweet! #IIeX @LoveStats
Annie Pettit
VP Research Standards
The RISE and FALL, and
RISE Again of
Social Media Research
Please tweet! #IIeX @LoveStats2©2014
0
23
46
69
92
Jan
-08
May-0
8
Sep
-08
Jan
-09
May-0
9
Sep
-09
Jan
-10
May-1
0
Sep
-10
Jan
-11
May-1
1
Sep
-11
Jan
-12
May-1
2
Sep
-12
Jan
-13
May-1
3
Sep
-13
Jan
-14
May-1
4
Sep
-14
Social Media Monitoring
Please tweet! #IIeX @LoveStats3©2014
Please tweet! #IIeX @LoveStats
0
6
12
18
24
Jan
-08
May-0
8
Sep
-08
Jan
-09
May-0
9
Sep
-09
Jan
-10
May-1
0
Sep
-10
Jan
-11
May-1
1
Sep
-11
Jan
-12
May-1
2
Sep
-12
Jan
-13
May-1
3
Sep
-13
Jan
-14
May-1
4
Sep
-14
Social Media Tracking
Please tweet! #IIeX @LoveStats6©2014
Please tweet! #IIeX @LoveStats
0
5
10
15
20
Jan
-08
May-0
8
Sep
-08
Jan
-09
May-0
9
Sep
-09
Jan
-10
May-1
0
Sep
-10
Jan
-11
May-1
1
Sep
-11
Jan
-12
May-1
2
Sep
-12
Jan
-13
May-1
3
Sep
-13
Jan
-14
May-1
4
Sep
-14
Social Media Listening
Please tweet! #IIeX @LoveStats7©2014
Please tweet! #IIeX @LoveStats
0
27
54
81
108
Jan
-08
May-0
8
Sep
-08
Jan
-09
May-0
9
Sep
-09
Jan
-10
May-1
0
Sep
-10
Jan
-11
May-1
1
Sep
-11
Jan
-12
May-1
2
Sep
-12
Jan
-13
May-1
3
Sep
-13
Jan
-14
May-1
4
Sep
-14
Social Media Research
Please tweet! #IIeX @LoveStats8©2014
Please tweet! #IIeX @LoveStats
Rolling 4 months
0
22
44
66
88
110
Jan
-08
Ap
r-0
8
Ju
l-0
8
Oct-
08
Jan
-09
Ap
r-0
9
Ju
l-0
9
Oct-
09
Jan
-10
Ap
r-1
0
Ju
l-1
0
Oct-
10
Jan
-11
Ap
r-1
1
Ju
l-1
1
Oct-
11
Jan
-12
Ap
r-1
2
Ju
l-1
2
Oct-
12
Jan
-13
Ap
r-1
3
Ju
l-1
3
Oct-
13
Jan
-14
Ap
r-1
4
Ju
l-1
4
Oct-
14
SM Monitor SM Listen SM Research SM Track
Please tweet! #IIeX @LoveStats10©2014
Please tweet! #IIeX @LoveStats
Monitor
Track
Listen
Research
Technology Trigger
Peak of Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment Plateau of Productivity
Gartner Hype Cycle
T I M E
V I
S I
B I
L I
T Y
Please tweet! #IIeX @LoveStats11©2014
Please tweet! #IIeX @LoveStats
We were mentioned!
We keep getting
mentioned!
They mentioned the blue one!
40% like the blue one!
Gartner Hype Cycle
T I M E
V I
S I
B I
L I
T Y
Please tweet! #IIeX @LoveStats13©2014
Please tweet! #IIeX @LoveStats
More Need
-10
0
10
20
30
40
1997 2000 2003 2006 2009 2012 2015 2018
Public Opinion Survey Response Rates (PEW)
http://www.people-press.org/2012/05/15/assessing-the-representativeness-of-public-opinion-surveys/
Please tweet! #IIeX @LoveStats14©2014
Please tweet! #IIeX @LoveStats
http://www.pewinternet.org/2014/04/03/attitudes-impacts-and-barriers-to-adoption/
More Comfort
Please tweet! #IIeX @LoveStats15©2014
Please tweet! #IIeX @LoveStats
http://www.pewinternet.org/2014/04/03/attitudes-impacts-and-barriers-to-adoption/
2006 2007 2008 2009 2010 2011 2012 2013
100%
80
60
40
2065+
50-64
30-49
18-29
Social networking site use over time, by age group% of internet users in each age group who use social networking sites
90
78
65
46
A Lot More Comfort
Please tweet! #IIeX @LoveStats16©2014
Please tweet! #IIeX @LoveStats
Decrease in snake oil
Increase in data quality
Increase in use of content analysis
More Quality
Please tweet! #IIeX @LoveStats18©2014
Please tweet! #IIeX @LoveStats
• ESOMAR Guidelines on Social Media Research
• CASRO Social Media Research Guidelines
• MRA/IMRO Guide to the top 16 Social Media Research Questions
• MRS Online Data Collection and Privacy Discussion Paper
• www.social-media-measurement-framework.org
More Standards
Please tweet! #IIeX @LoveStats19©2014
Please tweet! #IIeX @LoveStats
More Big Research
0
105
210
315
420
Jan
-08
May-0
8
Sep
-08
Jan
-09
May-0
9
Sep
-09
Jan
-10
May-1
0
Sep
-10
Jan
-11
May-1
1
Sep
-11
Jan
-12
May-1
2
Sep
-12
Jan
-13
May-1
3
Sep
-13
Jan
-14
May-1
4
Sep
-14
SM Research big data data analytics
top related