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Social Media Research Briefs

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  • 27 Sep 2019 8:23 AM | Kathy Doering (Administrator)

    In the second part of this two part series, Jimmy Matorin talks about psychographic profiling - what it is, how it's currently being used, and ways to take advantage of this constant stream of real time data from consumers.

    You can listen in to learn more on how the food industry and brands like Ikea are using psychographic profiling to better connect and understand their consumers. Jimmy also talks about the dangers and things to be aware of when using this newer data stream.

    How is Ikea using profiling?

    Follow Jimmy on social:




    Listen: Psychographic Profiling

  • 20 Sep 2019 4:30 PM | Kathy Doering (Administrator)

    Consumer targeting & profiling is nothing new, but has taken on a new meaning with the volume of data thanks to social media. Is it too much? Is it better and/or more useful? How does the data lead to influencer marketing? Are micro or macro influencers better?

    All of these questions are answered during this episode of the Social Media Research Brief podcast. Listen as Jimmy Matron, Business Catalyst at Smarketing, shares his experience from traditional targeting to today's version of targeting via social media data. He also shares insight on how data can lead to marketing opportunities and connecting with the right influencers in your market.

    Be sure to check back next week for part 2 of my conversation with Jimmy, when we talk about psychographic profiling. In the meantime, please check out Jimmy's blog and connect with him on social - he'd love to hear from you!

    Learn more about Jimmy & connect with him on social:

    Smartketing Blog



    Listen: The Evolution of Consumer Targeting

  • 9 Apr 2019 1:41 PM | Kathy Doering (Administrator)

    In this episode, Logan Allec, founder of Money Done Right, shares his story about building his brand and how social marketing helped him grow his company to where it is today.  

    He turned traditional social marketing strategies on their side with great success:

    • Traditional strategy tells us to find our audience online and start with marketing on that platform. Logan flipped the script a bit – where did he start and why?
    • What challenges exist in building visibility and audience loyalty when the social platform is not traditionally used for user engagement?
    • The broader the target audience, the trickier it can be to market to all effectively. How did Logan address this and use social strategy effectively to connect with Millennials to Seniors?
    • Finding the value of repurposing content, but knowing its limitations

    There are some great ideas & takeaways in this episode!

    I encourage you to connect with Logan - he’d love to hear from you! You can find him where you hang out online:

    Listen:  Logan Allec Shares Tips on Social Marketing to a Broad Audience

  • 22 Feb 2019 12:41 PM | Kathy Doering (Administrator)

    Sure, you’ve heard the term and probably considered using it as a part of your own marketing strategy, but there’s also a lot of misperceptions out there.

    Susana Yee, founder of Digital Everything Consulting, shares some information on the most common myths and misperceptions around influencer marketing. She addresses myths and answers questions, including:

    • Is influencer marketing really less expensive than other marketing strategies?
    • Is influencer marketing a quick, inexpensive marketing strategy?
    • What are trickle down influencers and how can they work better than “big name” influencers?
    • Can influencer marketing be used on its own?
    • What clues are out there when vetting a potential influencer?
    • How to choose between an influencer and brand ambassador?

    You might be surprised at some of her responses. If you’re considering using influencer marketing or have tried it with mixed results, you’ll want to listen to this episode.

    Susana also talks about her upcoming influencer roadmap course – this four module, self paced online course guides marketers through the entire process, from researching and identifying potential influencers to negotiating contracts and launching campaigns. If you want to learn more, you can visit her website and register to be notified when the course launches.

    I encourage you to reach out to Susana and connect with her to learn more about Digital Everything Consulting and influencer marketing.

    Digital Everything Consulting's website

    Check Out the Influencer Roadmap Course

    Connect With Susana on LinkedIn

    Listen now: Influencer Marketing Myths & Misperceptions

  • 8 Feb 2019 9:45 AM | Kathy Doering (Administrator)

    “We now create 1.7 megabytes of new information each second for every human being on Earth.

    No wonder companies struggle with data analysis – with so many sources of information, how does a company make the most of it in an efficient, relevant manner?

    I had the opportunity to talk with Nancy Schuetz, Managing Director & Founder of Mettacite. We talked about big data, challenges & opportunities for B2B companies, and best practices for collecting, managing, and analyzing big data.

    Nancy shares a great case study that highlights the benefit of incorporating social data into the mix – what key factor did a company learn that changed their marketing strategy?

    We also talked about the 5 V’s of big data, and you can read the entire article we discussed here. I also encourage you to take a look at Mettacite’s service offerings & connect with Nancy online – she’s a great source of information!


    Listen: What Every B2B Company Needs to Know About Big Data

  • 22 Jan 2019 11:32 AM | Kathy Doering (Administrator)

    “The more data you have, the cloudier it gets. That’s why there’s a need for good media analysis.”


    If you feel this way, you’ll want to listen to this episode! I’m talking with Michael Lieberman, founder of Multivariate Solutions. We had a great discussion around social network analysis – this is different than social listening.

    Find out more about the 4 types of social network analysis and the 6 different maps. Each map can provide insight into social conversations, including: 

    • How does conversation flow? Is there an influencer driving conversation?
    • What are the “hot topics” surrounding a brand/campaign and who are the people talking about it?
    • Is a marketing campaign sending the right message? Polarized conversation maps may alert you to potential issues.

    Learn more about social network analysis, how it can be used to maximize marketing and advertising efforts, and how Michael's expertise can benefit companies who are seeking this type of data analysis.

    Listen: Social Network Analysis

    I encourage you to learn more about Michael & Multivariate Solutions. Below are links to his website and social accounts – stop by and say hello!

    I also promised I’d share some of Michael’s work and examples of social network analysis maps  & case studies so you can get a good understanding of what we are talking about in this episode. 

    Publications by Michael Lieberman

    Twitter Analysis Case Study: Nordstrom & a Polarized Community 

  • 16 Jan 2019 11:50 AM | Kathy Doering (Administrator)

    In our last episode, we talked about how to use social listening & research when a social media crisis hits. Today we explore what steps you can take now to be ready.

    During this episode, we feature clips from a presentation by Olivia Harting, Chevron's Social Media Manager, Corporate Public Affairs that highlights some great tips & tricks on how to prepare.

    If you have a story to share or questions on the topic, please feel free to send us an email.

    As promised, I am including the link to the entire presentation as well as Social Media Examiner's hashtag research site suggestions for you to take a look at.

    Listen to Chevron's full presentation

    Take a look at Social Media Examiner's hashtag research resource

    Listen: Before a Crisis Hits...How to Prepare

  • 2 Jan 2019 10:27 AM | Kathy Doering (Administrator)

    Chances are your brand will face a social media crisis at some point – with the way social media is designed, it’s bound to happen. Are you prepared to handle it?

    This episode shares insight, tips, & tricks on how to use social listening & research before and during a crisis – easily identify when something is brewing, collecting information to manage the crisis, and ways to use it to keep your staff safe in high profile crisis situations.

    Do you have your own tips or stories on how your brand faced a social crisis? If so, please share with us to be featured in an upcoming episode. You can send your stories to Marianne Hynd at

    You can learn more about the Social Media Research Association at and be sure to follow us on Twitter, Facebook, and LinkedIn.

    Listen: How to Use Social Listening & Research During a Crisis

  • 17 Dec 2018 3:29 PM | Kathy Doering (Administrator)

    What is the future of social research? Will it continue to live within the market research discipline or become a discipline of its own? Who better to ask than Dr. Jillian Ney, the UK’s first Dr. of Social Media.

    Listen as Jillian talks about the importance of social research, how it has evolved, and where it’s headed in the future. She also talks about the Social Intelligence Lab, which she created for those in the social research field, and the Digital Intelligence Council, which strives to drive the social intelligence industry forward, establish ethical data analysis practices, and improve the value of social data analysis.

    Jillian would love to connect with you! We encourage you to engage with her online and keep tabs on her work:

    Dr. Jillian Ney's website 

    Connect on LinkedIn

    Connect on Twitter

    We also invite you to learn more about initiatives Dr. Ney is working on:

    The Social Intelligence Lab

    The Digital Intelligence Council

    Listen Now: Dr. Jillian Ney Talks About the Future of Social Research

  • 5 Dec 2018 11:38 AM | Kathy Doering (Administrator)

    We hope you enjoyed last season’s podcast series – we hope you've had time to catch up on Season 1 and are ready for more!

    This episode is a brief recap of what to expect this season and to ask for your input to make this season a great one!

    Always feel free to share ideas, questions, or feedback with me at

    While you’re waiting for the first episode, take a look at some of our partners & sponsors:

    Preznc Reports:

    National Institute for Social Media:

    The Social Media Strategies Summit:

    The Social Shake Up Show:

    Listen: We're back for Season 2!

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