The Rise and Fall and Rise of Social Media Research #IIEXap14

Please tweet! #IIeX @LoveStats

Annie Pettit

VP Research Standards

The RISE and FALL, and

RISE Again of

Social Media Research

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Social Media Monitoring

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Social Media Tracking

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Where did the fall come from?

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lookingisn’t

learning

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Please tweet! #IIeX @LoveStats

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Social Media Listening

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Social Media Research

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Rolling 4 months

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SM Monitor SM Listen SM Research SM Track

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Research

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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

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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

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But WHY?!

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More Need

-10

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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/

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http://www.pewinternet.org/2014/04/03/attitudes-impacts-and-barriers-to-adoption/

More Comfort

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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

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Decrease in snake oil

Increase in data quality

Increase in use of content analysis

More Quality

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More Education

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• 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

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More Big Research

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SM Research big data data analytics

Please tweet! #IIeX @LoveStats20©2014

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Annie Pettit

[email protected]

twitter.com/LoveStats

ca.linkedin.com/in/AnniePettit/

web.peanutlabs.com/blog-timeline/

Thank You

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