Social Media: Beyond Mentions and Sentiment -- Developing Social Media Reports That Truly Drive Action

摘要

Social media has transformed the way that people interact with their world, expanding opportunities to connect and converse. The explosion of social media platforms has also created new possibilities for research and competitive intelligence professionals. Regardless of what industry you work in, relevant social media conversations are taking place that can illuminate your business questions. Harnessing information from these sources, however,can be difficult and daunting. The sheer volume of social media is overwhelming. Unfortunately the vast majority of this content is background “noise.nWith the right process, however, you can cut through the chaos of millions of social media discussions to find key themes that matter -- the conversations that can inform action that can ultimately grow revenue or reduce costs. The key to developing social media reports that go beyond the “interesting” or “nice to have” is to listen broadly and apply criteria that helps prioritize and rank themes found online.