Qualitative data helps companies to better understand numbers. Actionable data: Contextualises this information by deepening the analysis. Answers questions such as Where do my new subscribers come from? What type of content receives the most engagement? At what time should I post to get the most amount of impressions?.Descriptive data: Gives you a trend or key figures, such as the number of new subscribers, engagements, impressions, or clicks.Quantitative data can be divided into two categories: The number of engagements: the number of interactions between users and content.The scope of the social mentions: the number of Internet users potentially exposed to a message, calculated according to the audience of the people that have shared the message.The number of social mentions: the number of times a specific keyword (a product, brand, expression, or hashtag) is mentioned on social media.Professional market researchers are highly skilled in constructing research and surveys and analyzing responses, but this expertise comes with a cost overhead. Social listening can’t entirely replace market research, but it certainly makes it easier for marketers to get faster answers to a lot of questions. The process requires less budget, less time, and fewer human resources – only a computer and a social media listening tool are necessary. Social listening is real-time – it gives you up-to-the-minute data on what people are saying about a topic right now.Focus groups take time and resources to organize, whereas social media listening can be done very quickly, as often as required. It’s a much quicker and easier option.It mitigates the problem of response bias commonly found in surveys and interviews because the data comes from people expressing themselves freely on social media.Social listening makes it possible to listen to a much wider and more diverse audience – it enables you to tap into the ideas and opinions of billions of people all around the world.
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