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[A] renewed approach to market research – understanding customers in their natural environments rather than asking them what they want – is exactly why social media listening is such an exciting opportunity for marketers today.

 

Focus groups, surveys and user interviews all have their places, but social media research is quickly emerging as a faster, more cost effective way to understand what people are already talking about on their own. This information can be used to help us as marketers to better understand how our customers feel about our brands and our competitors, to develop better products, to uncover new content ideas and to improve the creative initiatives that we’re already putting out into the world.

 

Every single day, there are 175 million new tweets posted online, along with two million blog posts, 250 million new photos and 864 thousand hours of video. This content is rich with actionable insights for those marketers who are wise enough to uncover trends and qualitative context within the posts.

 

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