The Global Source for Social Media Researchers

SMRA Blog 

  • 22 Aug 2017 12:53 PM | Kathy Doering (Administrator)

    By: Marianne Hynd


    Stitchfix is a site that’s been gaining traction, likely in part because it’s convenient to use and because it’s a truly personalized experience. Their tag line is “Where fashion and data collide” and rightfully so.


    Here’s how it works: you fill out a personal profile in which the company asks several questions to get to know you and your preferences better. The questions range from asking about body type (height and weight, as well as arm/torso length, and how clothes typically fit you) to style and color preferences. It’s pretty detailed. Once you complete the detailed survey, you then select a schedule in which you will receive clothing items based on your responses (you can choose as frequently as a few times per month to quarterly if you’d like). You pay a $20 styling fee and schedule your first delivery date. You’re all finished!


    From there, the clothing arrives on the scheduled date, and you can look at what you received and choose to keep it or not. If you keep any of the items, the $20 styling fee you paid will count toward the purchase of the items you choose to keep.

    I can see why people like it – it’s easy, you receive outfit items on a regular basis, and you don’t have to think about it.

    The best part though? At the end of the detailed survey, customers are invited to share social media user names (not passwords, just names) if you’d like so that the personal stylists can view them to get to know you even better. And, to add to the fun, customers can create Pinterest boards to share with their stylists.

    Stitch Fix has figured out, like many market researchers, the value of a consumer’s social media usage. By looking at an individual’s social sites, you can really learn a lot about a person. They are most genuine when not responding directly to a company and simply engaging with friends, family members, and coworkers online. This is most true for Twitter and Facebook; Pinterest gives an added level of insight since this is a “wish list” type social site, where users can pin their favorite things, items they would love to have, or even insight into who they’d like to be.

    This is one company that seems to get it, and it pays off for their customers. They are not only learning about their basic preferences and general body type, but really getting a good understanding of “who” the person is and what image they’d like to present to others.

    Kudos to this company for making the most of social media content! This is a good case study for anyone in the apparel/styling industry. Definitely something to consider and how it can be implemented in other similar ways to enhance a customer’s shopping experience.

  • 14 Aug 2017 6:40 PM | Kathy Doering (Administrator)


    Clayton Johnson

    Clayton Johnson has seen all the shifts and twists and turns during a decade of digital marketing experience.


    Social media plays an important role in any online business. While your pages don’t usually translate to immediate sales, social media boosts brand awareness among your potential customers and is a great tool to develop loyal, long-term customers.

    As an added bonus, it provides a ton of useful customer data. A wealth of demographic information is readily available for every person on social. This allows you to refine your buyer personas and connect with potential customers on a deeper level.

    But there’s a problem: Social media is huge. Roughly 81% of the entire U.S. population has at least one social media profile. Most of these people use their profiles to connect with friends and relatives. They’re not necessarily looking to purchase products or services.

    So in order for your brand to stand out in a reader’s social media feed, you need to create killer headlines. Here’s how:

    Understanding Your Customer Demographics

    Before you craft a headline, and before you even create content, you need to understand your potential audience. While Facebook is the most popular social media network worldwide, it might not be the best option for your brand. Sometimes a smaller social network will have a more dedicated base of potential customers.

    Creating Content

    Once you’ve determined the best social media network for your brand, you’re ready to create some content. But not all content is equal. You’ll need to decide what goals you want to achieve. Most social media content is designed to increase brand awareness, but you might also want to promote a specific product or research customer behavior.

    The Four U’s Of A Great Headline

    Once your content has been created, you’re ready to write some headlines. Don’t be afraid to take your time here. The headline is the first thing the reader sees. A great headline will compel the reader to click on the article. To craft this compelling headline, keep in mind the writing strategy coined by the American Writers and Artists Inc: the four U's.

    1. Urgency

    The article should seem topical, relevant and vital. Readers should feel a bit nervous that they’ll miss out on important information if they skip past the article.

    Phrases like “that you need to know” and “tips you can use today” convey this sense of urgency. Also, try to mention the current year or even month. This lets readers know they’re reading new content.

    2. Usefulness

    What practical benefits will the reader have by the end of the article? Readers want answers to problems. Your headline should promise a solution, strategy, information or something else useful for the reader.

    Of course, you have to actually deliver on your claim. Failing to deliver can burn a reader and make them unlikely to return to your brand in the future.

    3. Uniqueness

    There’s already a ton of content in the average person’s newsfeed. Your headline needs to showcase what makes your brand unique. For example, you might have a novel solution to a problem or access to specialized information.

    Know-how isn’t the only way to stand out from the crowd. Your brand’s voice can be unique, too. Don’t be afraid to be funny, weird or otherwise unique in your writing style.

    4. Ultra-Specificity

    People respond to specifics. Instead of offering general solutions, concentrate on details. Understanding your audience is key here. What type of resources do they have available? For instance, instead of offering “Fashion Tips For Fall” try “Fashion Tips For Fall Under $25.”

    Specific headlines are going to draw in a slightly smaller audience. But the readers who do respond are going to be more motivated to convert.

    A brand’s social media page is about more than just getting likes and retweets. Social media is often an integral part of finding success online.

  • 8 Aug 2017 3:18 PM | Kathy Doering (Administrator)

    Facebook "likes" or any other form of social media acceptance is something most social media users aspire to. Just take a look at the celebrities you follow~ they get an enormous amounts of attention in social media. Many become addicted and have to announce a social media hiatus of sorts to "unwind" from the stresses of being social. 

    Recently, I began to think of this from a different angle. What exactly is in a "like" and what does it say about the person who gave it?  Few people realize, I believe, that when they "like" something in social media on a friend's post or page that it is not necessarily private. It all depends on how the author decided to post - publicly or privately. 

    A few years back there was a study done of this very subject wrapped around Facebook users who agreed to participate in the study.  Permission based Social Media Research- Who would have thought that existed, right? Read on...

    Excerpt from:

    Online records could expose intimate details

    and personality traits of millions. 

    Date: March 11, 2013

    Source: University of Cambridge

    Summary: Research shows that intimate personal attributes can be predicted with high levels of accuracy from "traces" left by seemingly innocuous digital behavior, in this case Facebook Likes -- raising important questions about personalized marketing and online privacy.

    Credit: Graphic from mypersonality app, Cambridge Psychometrics Centre

    Researchers at Cambridge's Psychometrics Centre, in collaboration with Microsoft Research Cambridge, analysed a dataset of over 58,000 US Facebook users, who volunteered their Likes, demographic profiles and psychometric testing results through the myPersonality application. Users opted in to provide data and gave consent to have profile information recorded for analysis.

    Facebook Likes were fed into algorithms and corroborated with information from profiles and personality tests. Researchers created statistical models able to predict personal details using Facebook Likes alone.

    Models proved 88% accurate for determining male sexuality, 95% accurate distinguishing African-American from Caucasian American and 85% accurate differentiating Republican from Democrat. Christians and Muslims were correctly classified in 82% of cases, and good prediction accuracy was achieved for relationship status and substance abuse -- between 65 and 73%.

    But few users clicked Likes explicitly revealing these attributes. For example, less that 5% of gay users clicked obvious Likes such as Gay Marriage. Accurate predictions relied on 'inference' -- aggregating huge amounts of less informative but more popular Likes such as music and TV shows to produce incisive personal profiles.

    Even seemingly opaque personal details such as whether users' parents separated before the user reached the age of 21 were accurate to 60%, enough to make the information "worthwhile for advertisers," suggest the researchers.

    While they highlight the potential for personalised marketing to improve online services using predictive models, the researchers also warn of the threats posed to users' privacy.

    Read entire article here....

  • 4 Aug 2017 10:36 AM | Kathy Doering (Administrator)

    Big news from Facebook. Will this be the end of all the Fake Trending Stories?

     David Cohen, editors of Adweek's Social Pro Dailey covers the story here:

    Facebook will begin using updated machine learning to detect more potential hoaxes

    Facebook announced an expanded rollout of its Related Articles test in News Feed, as well as updated machine learning to better sniff out hoax articles.

    The social network began testing the use of Related Articles in News Feed in April, with those Related Articles popping up before users clicked on stories in News Feed.

    Those Related Articles include content from third-party fact checkers as part of Facebook’s effort to stop the spreading of fake news.

    Product manager for News Feed Sara Su updated her Newsroom post from April Thursday, saying that the Related Articles test is rolling out more broadly, and detailing the following tweaks to the test:

    • Facebook will begin using updated machine learning to detect more potential hoaxes and share that content with third-party fact checkers.
    • If an article has been reviewed by third-party fact checkers, Facebook may show stories from those fact-checkers beneath the original post.

    Su said Facebook “will continue testing updates to Related Articles and other ongoing News Feed efforts to show less false news on Facebook and provide people context if they see false news.”

    David Cohen

    David Cohen is editor of Adweek's Social Pro Daily.

  • 28 Jul 2017 10:38 AM | Kathy Doering (Administrator)

    Sparks Research – Rich Groom and John-David McKee

    Social media offers the potential to understand and engage your market and customers in new and powerful ways. Yet despite the potential, most businesses are only capitalizing on a fraction (if any) of the valuable insights and engagement opportunities it affords.

    At Sparks Research, we understand the power of data-driven insights better than most. We know the huge impact these insights can have on marketing and branding, the customer experience and business strategies. We also know how hard it is to sort through all the noise out there and find meaningful data!

    Today’s social listening technology offers a lot of opportunities for researchers to better understand and gain insights into many aspects of nearly any market, yet the majority of users don’t think to/know how to use these tools for research purposes.

    Our system pulls data on conversations happening all over the web from over one billion sources. Sure, that means there’s a lot of noise, but once you sift through it there are always many useful insights that can be extracted. Armed with the right tools and knowing how to ask the right questions allows us to help companies identify trends, opportunities, concerns, track competitor activity and engage with customers like never before.

    The following list illustrates ten ways to use social listening tools to extract business intelligence:

    ·       1.    Competitive Intelligence: What are your competitors saying?  How are they positioning themselves and their brands?  How is the market responding to their offerings? Monitoring your competitors allows you to proactively uncover unknown opportunities (and threats).

    ·       2.    Voice of the Customer: Tap into your customer’s voice to ensure your campaigns and messaging are relevant, effective and authentic. This voice often differs based on the channel.  What are they saying about your products…your services?  What are your ambassadors and your biggest critics saying?  These aspects can truly help businesses get a greater sense of their value proposition from the eyes of those who matter – your customers.

    ·       3.    Product/service launch campaigns: Track how the market is responding to new product or service offerings. What are they saying? Where are things going well, and where can things be improved? This approach enables you to respond quickly before the internet decides to make you into the next meme to go viral. 

    ·       4.    Influencers: Identify and engage with influencers, both those with major reach as well as micro-influencers who may not have massive numbers of followers but are very influential with their specific audience. Engage with them directly, and find look-alike audiences to amplify your efforts.

    ·       5.    Uncover and leverage trends:  Regardless of whether you’re interested in emerging technology or the newest fashion, you can use social listening to be on the forefront of trends to establish thought leadership or even launch new products or services.  Where do you need to go next before it is too late?

    ·       6.    Go back in time: What did your grandmother tell you about learning from your mistakes? You can use social listening to conduct a “post-mortem” to understand what caused things to go so well…or so poorly. You can also consider what people were saying on specific topics of interest at some prior point, identify who those people are, and then position your current offerings to this audience who have been interested in the topic in the past.

    ·       7.    Real-time Event intelligence: Picture 40,000 people attending an event where you have an important and expensive exhibit or large branding presence. Normally, you wouldn’t know what people were saying about you, or even worse if they were saying anything at all, and would have to rely on feedback from your reps after the fact and possibly some primary data collected during the event. But with social listening, you can get real-time feedback to proactively pivot during the event as well as initiating direct outreach to further engage this captive audience.

    ·       8.    Consumer and Market Intelligence:  What companies and brands do your target customers and/or advocates love/hate, and what are they saying about them. What do they look like (demographics, psychographics)? On which channels are they most active? 

    ·       9.    Build effect:  Imagine that your company issues a press release for a new offering, and following this initial release issues a series of subsequent press releases to further the PR initiative.  How does the “chatter” change from one point to the next? What caused this change?  Is behavior and commentary changing over a specific timeline related to your PR or from other factors?  At the highest level, is your PR strategy on point?   

    ·       10. Optimize your Channel Strategy:  By knowing where your target customers are talking about the topic of interest (and what they are saying), you can learn which channels and messages are key to reaching them. Social media is one thing, but going deeper the blogs and forums drive a lot of discussion, and if you don’t know they’re there you can’t possibly benefit from them.

    ·       11. Improve your Customer Experience: Understand and engage with customers and potential customers at each phase of the customer journey to optimize their experience and increase your conversions throughout the lifecycle.

    These are only a few examples of how social listening can be used to generate insights on your customers and market. There are many additional ways listening tools can be used than what’s listed here, and the truth is we’re just scratching the surface of the possibilities they offer. We’re excited to be at the forefront of this field and look forward to playing a part in the ride that is to come.

    About Sparks Research

    Sparks Research is a full-service marketing research and business intelligence firm which provides the most flexible methods and high touch customer service to companies of all sizes looking for data comprehension and above-and-beyond insights. Since 1971, Sparks has translated marketing research and analytical findings into marketplace solutions for their clients, which include Fortune 100 global companies and leading national and regional companies in industries such as financial services, retail, higher education, automotive, professional services, utilities, healthcare, consumer packaged goods, telecommunications, manufacturing, and general services industries. 

    Sparks Research’s services enable client partners to keep a pulse on the key aspects of their business, create winning strategies, and make data-driven decisions. Sparks has built its reputation around comprehensive capabilities, agile and innovative approach, best-in-class analytical insights and unmatched customer service. Leading edge methods are used to deliver custom solutions that answer clients’ critical business questions, going beyond traditional qualitative & quantitative to deliver unparalleled insights.  Sparks marketing research and analytical services are built around its four pillars – Customer, Consumer & Market, Concepts, Products & Services, and Employee, Associate & Organizational – and their experienced, accessible management team can handle nearly any project, including Quantitative Studies (e.g., telephone, mail, online surveys; intercept surveys; Competitive Intelligence; customer panels), Qualitative Capabilities (IDI’s; focus groups, observational research and projective techniques) and reporting.  Business Intelligence and analytical capabilities include forecasting, predictive modeling/analytics, prescriptive modeling, big data analytics, social data intelligence, price modeling, data mining, and machine learning. 

    Sparks Research is located in Clemson, SC and Greenville, SC.  Find out more about the company by visiting their website –



  • 23 Jul 2017 7:27 PM | Kathy Doering (Administrator)

    January 13, 2017 Masroor Ahmed

    Now more than ever, customers are channeling their issues through social media.

    Just to show you how high the stakes are, here are some key stats related to social customer service

    • 1 in 3 social media users prefer social media customer care services to telephone or email
    • An estimated 67% of consumers now use social media networks like Twitter and Facebook to seek resolution for issues
    • Customers spend 20-40% more with companies engage and respond to customers via social media
    • Nearly 70% of consumers have said that they have used social media for issues to do with customer service on at least one occasion

    To further underline the important of social customer service, this infographic by GO-Globe highlights some key stats and trends that marketers need to be aware of.

    Social Media Customer Service


  • 19 Jul 2017 3:50 PM | Kathy Doering (Administrator)

     By: Tim Petterson 

    Great recap of the year so far in Social Media!

    The social marketing landscape shifts so quickly that a half-year review isn’t so much ridiculous as almost requisite, if only to keep track of what has changed already in 2017.

    When 2016 ended, Snapchat was a social darling, Facebook videos could be watched uninterrupted, and Instagram’s Stories product was smaller than Snapchat’s original. Then 2017 happened. More specifically, these things happened:

    Snap went public

    Secrecy had always been part of Snapchat’s allure, but when the app’s parent company Snap filed to go public in February, it lost some of that mystique, in part because it appeared to be losing its war with Instagram. Soon after Instagram cloned Snapchat’s Stories feature, Snapchat’s audience growth slowed. By April 2017, more people were checking out Instagram Stories daily than opening Snapchat. Those stats alone would have made for a rough start to 2017. But in May, Snap said that its Q1 2017 revenue slid from the Q4 2016 mark because of seasonality, a trend that’s normal for a seasoned ad business but unusual for an upstart.

    Instagram’s Stories audience overtook Snapchat’s

    After closing 2016 by making run at Snapchat’s user base, Instagram opened 2017 by making a run at its rival’s advertiser base when it rolled out Snapchat-style vertical video ads between people’s Stories. Then in April — two months after Snapchat disclosed its daily user count for the first time — Instagram revealed that more people were using Instagram Stories daily than Snapchat. Then in June, a month after Snapchat said that its daily audience growth had rebounded by 5 percent from Q4 2016 to Q1 2017, Instagram announced that Stories’ daily audience had grown by 25 percent from April to June.

    Facebook rolled out mid-roll ads

    Views are nice, but revenue is nicer. After building itself up as a legitimate alternative to YouTube for creators and publishers to attract audiences for their videos, Facebook finally started testing a way for companies to make money from the videos they post on the social network. Now it’s a question of whether advertisers shaken by YouTube’s “adpocalypse” are comfortable with Facebook’s limited controls over which videos feature their mid-roll ads.

    Twitter gained users, lost money

    In the movie “National Lampoon’s Vegas Vacation,” Chevy Chase tries to plug a leak in the Hoover Dam, only to have another one open. Twitter is Chevy Chase. The company has finally re-accelerated its audience growth, but now its total revenue and advertising revenue are in decline. And while Twitter has added more money-making ad products, like ads in Periscope, it has also lost one of its most marquee sales opportunities after the NFL opted not to renew its regular season live-streaming deal with the company.

    LinkedIn turned on retargeting

    Business-wise, LinkedIn had stayed pretty quiet since being bought by Microsoft in 2016. Then the the business-centric social network finally opened itself up to retargeted advertising through a new program called Matched Audiences. While LinkedIn isn’t doing anything that hasn’t already been done by Facebook, Google, Twitter — really, by everyone — it can better cater to B2B marketers.

    Pinterest put a new Lens on visual search

    Pinterest wants to do for visual search what Google has done for text-based search. But for a search engine to be truly visual, not only should the results be visual, but so should the queries. And so in February, Pinterest rolled out Lens, a feature in its app that convert a phone’s camera into a search bar. A few months later, Pinterest said that it would use the same computer vision technology powering Lens to target ads on its platform.

    Facebook’s Messenger raised chatbots’ profiles

    2016 was supposed to be a big year for chatbots. Luckily for them, it was not. But 2017 may be after Facebook’s Messenger added a Discover tab to make people more aware of the chatbots and businesses on its platform.


    Tim Peterson

    Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011. He has reported for Advertising Age, Adweek and Direct Marketing News. A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles. He has broken stories on Snapchat's ad plans, Hulu founding CEO Jason Kilar's attempt to take on YouTube and the assemblage of Amazon's ad-tech stack; analyzed YouTube's programming strategy, Facebook's ad-tech ambitions and ad blocking's rise; and documented digital video's biggest annual event VidCon, BuzzFeed's branded video production process and Snapchat Discover's ad load six months after launch. He has also developed tools to monitor brands' early adoption of live-streaming apps, compare Yahoo's and Google's search designs and examine the NFL's YouTube and Facebook video strategies.

  • 18 Jul 2017 8:11 AM | Kathy Doering (Administrator)

    Cloud computing

    Image: Kalawin/

    Great article about how researchers are using Twitter data for population research. 

    “Twitter data can provide a significant amount of individual social, behavioral and emotional information for researchers of many disciplines."

    Twitter data changing future of population research

    Kristie Auman-Bauer

    July 17, 2017

    UNIVERSITY PARK, Pa. — Twitter may have started out as a way to connect to other people and share news quickly, but the social media platform is also a powerful tool, with the data generated representing the largest publicly accessible archive of human behavior in existence.

    Guangqing Chi, associate professor of rural sociology and demography and public health sciences in Penn State's Department of Agricultural Economics, Sociology, and Education and director of the Computational and Spatial Analysis (CSA) Core in the Social Science Research Institute, and his team have collected over 30 terabytes of geo-tagged tweets over the last four years.

    “Our work has the potential to change the landscape of population research,” said Chi. “It could open the door for demographers to take advantage of rich geo-tagged Twitter data and strengthen research in many other disciplines that use demographic data.”

    Geo-tagged tweets are tagged with real-world geographic location information which are derived from location-based-service-enabled devices such as smartphones and tablets via GPS and Wi-Fi positioning. “Each geo-located tweet is essentially a digital trace of the Twitter user, including information such as location, time, and the content of the message,” Chi said. “Twitter data can provide a significant amount of individual social, behavioral and emotional information for researchers of many disciplines.”

    Junjun Yin, CSA research associate on the project, and Chi have built an infrastructure to collect, manage, and analyze the data. “We’re storing the data in a high-performance computing cluster with large amounts of storage capacity and memory,” Yin explained. “In addition, a distributed computing environment with integrated machine learning and data-mining packages and toolsets is up and running to provide efficient parallel data processing, which includes data extraction, calculation and analysis. We’ve also developed data processing programs so the data can be useful to researchers from many disciplines.”

    According to Chi, although this digital trace is not a complete trajectory tracking every movement of a user over space and time, nor is the whole data collection a representative sample of the whole population, the geo-located Twitter data can offer certain unique qualities for potential interdisciplinary research.

    “Geographically annotated social media is extremely valuable for modern information retrieval. The data offers large spatial coverage and multiple years of a large sample of the population, making it helpful in determining geographical uses of space, such as urban mobility and understanding functions of urban regions,” Chi explained. “The data can also be used to explore quality of life issues, such as health, education and income. Other uses include analysis of social ties and dissemination pattern of news and events, as well as enriching existing survey data.”

    In one project, Chi and his team are developing a set of methods to accurately predict demographics in real time. Knowing the demographics of a group is usually the first step in population research. Previously, Twitter data was limited to only a few demographics of Twitter users, and the Twitter user demographics and language use changed frequently, making prediction methods inaccurate.

    Chi and his team are also developing algorithm models to predict the composition of a group of twitter users. “Our goal is to find a way to predict Twitter user demographics, so that we will know each Twitter user represents how many people with similar characteristics. When we can do that, we can develop weights and make the data representative.”

    The approach is based on the premise that it is difficult to make predictions about an individual but is much easier to make predictions about large groups of individuals. The researchers compare their findings to U.S. Census data to determine how effective their models are.

    CSA plans to offer workshops starting this fall to promote the use of Big Data for social science research and packaging the Twitter data and capacity into a product for collaboration with Penn State researchers.

    The work is being supported by a National Science Foundation grant and the Social Science Research Institute and the Population Research Institute at Penn State.

    Additional researchers participating in this project include Daniel Kifer, associate professor of computer science; Jennifer Van Hook, professor of sociology and demography; Lee Giles, professor of information sciences and technology and director of the Intelligent Information Systems Research Laboratory, all at Penn State; as well as Xiaopeng Li, assistant professor of civil engineering at the University of South Florida; and Tse-Chuan Yang, associate professor of sociology at the State University of New York at Albany.

  • 10 Jul 2017 4:47 PM | Kathy Doering (Administrator)

    Every marketer tries to zero in on what triggers their customers to make a a purchase in the moment of experience. When a customer is ready to purchase a new refrigerator for example and shops the big box stores or their local appliance store, sales representatives are trained to pick up on the "buying signals" that a customer gives. This may include body language, what they say when they compare refrigerators, which one they linger at longer, etc.. A well trained rep will pick up on them and guide the customer to make the right purchase decision right then and there. 

    For the business that sells their product or service online, it's another story altogether. What are the buying signals? Reviews play an increasingly important role more and more as many consumers trust them in lieu of traditional advertising. However, this is not the only thing that drives an online purchase. 

    Whether your business is online or off, you can benefit from setting up a Social Media Research study to help you identify the language of your buyers.  What are my customers discussing online in my industry?  How are they using my products? How can I personalize our marketing to zero in on these consumers and drive sales? This is where Social Media Research can play an important role in understanding the language of the buyer, by identifying conversation clusters around your industry.  How can you do this?

    • Start by casting a wide net within your social media listening platform using keywords that will provide you with a net full of data insights. 
    • Harvest the data for major trends and topics around your industry.
    • Which keywords are consumers using the most within your industry? 
    • Next use this information to start a new scan using the keywords you found to be used the most.
    • This drill down method will uncover influencers and enough volume around them to be able to get to the heart of the matter and start to uncover the language of your buyer. 
    A major beverage company began a "research" study around what people where discussing online about a type of beverage. Up to this point they thought they had a good handle on their customer demographic persona. The completion of the study revealed a much more up close and personal view of their customers which led them to create a new beverage that hit the sweet spot of what their customers were using the beverage to make. After additional R&D the company launched a new product.  Marketing campaign designed and executed around these findings created positive buzz and their new product has been doing very well. 

    Great example of Social Media Research & Market Research ROI.

  • 5 Jul 2017 9:26 AM | Kathy Doering (Administrator)

    BY: Jim Matorin, Board Member of the SMRA and Business Catalyst at SMARTKETING: Tech-friendly pragmatist that specializes in innovation and revitalizing businesses.

    Time To Connect The Dots

    It is difficult to describe the range of emotions I experienced back in May when Kathy Doering asked me to join the SMRA Advisory Board.  At first, I was excited, flattered, and then realized the digital footprint I created back in 2008 and stayed committed to was finally paying off dividends.  For the record, I originally met Kathy via online engagement.  Again, let me reiterate my excitement to be involved on the ground floor of a new association that will take social media to the next level – working with individuals who truly understand the value of social media, an array of tools that will enhance social media analytics, social listening and brand reputation management throughout organizations worldwide.

    I experienced a different emotion last week, a meltdown, when I read an Advertising Age article titled Marketing for a New Age: Being Digital vs. Doing Digital  The article highlighted the key findings from a study conducted by Facebook and Deloitte (383 marketing professionals across a wide range of industries, company sizes and geography).  Conclusion: Most organizations are executing select digital to make incremental improvements to their current situation (a.k.a. status quo).  Specifically, 41% of the respondents believe their corporate culture and silos are the inhibiting factors to “being digital.”  Consequently, it is time for organizations to connect the dots!

    The article went on to detail the Digital DNA traits the study revealed organizations need to incorporate into their business, operating, talent and customer models to evolve into a mature digital organization (a.k.a. social enterprise, a topic I plan to address at a later date).  Rather than list all the traits, I will cut to the chase.  The starting point is to provide your organization with the right resources (internal and external), plus training to cultivate a digital culture. 

    Last week I also participated on the first SMRA Advisory Board conference call.  A diverse group!  My takeaway: I firmly believe the SMRA will be a significant resource for future digital organizations.  We are committed to educational forums for our membership.  In addition, we are going to be actively involved in the exciting CX Talks: The Customer Experience Summit that will conducted in Atlanta October 2  

    Are you ready to connect the dots!

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