Social Media Research…Love It Or Hate It?

Annie Pettit, PhD

Social media has grown to beyond my expectations. I have gotten to virtually meet and learn from a number of highly influential people that without Twitter and LinkedIn, I believe I may have never heard of. One of these is Annie Pettit and her The LoveStats Blog is a regular read for me.

Back in July, she wrote two blogs The Top 10 Things We Love About Social Media Research and The Top 10 Things We Hate About Social Media Research. Here they are listed next to each other.

Love Hate
You get historical data even after you realize you forgot to measure something There is no demographic data
You can see results almost instantly It’s not a representative sample
>You can track results daily for the same price as weekly or monthly tracking It doesn’t measure awareness or incidence
It gives you data on hundreds or thousands more variables than a 20 minute survey It provides no insight
You can discover how people REALLY talk about your brand It doesn’t do anything better than what I’m already doing
You can listen to people who may have never participated in traditional forms of market research It’s not accurate
Sample sizes can be in the millions It doesn’t have data on anything I’m interested in
You can conduct research all around the world while wearing your pajamas It’s too expensive
You can have it qual or quant or qualiquant It’s too complicated
It informs more traditional methods of research It doesn’t do laundry

Over the past three weeks she has been detailing out each of these Top 10’s one at a time. As with all research, there are advantages and disadvantages of the given methodology. The list, and later detailing of each, that Annie puts out has been very comprehensive and informative.

What do you love or hate about social media research? Let me know if you think you can use social media research in your business and how.

–J. Nolfo helps companies understand their market and customers though a variety of market research strategies. He has over ten years of experience of market research for strategic planning purposes. He is the Director of Research at Rhino Market Research. He shares his thoughts about market research and business concepts with his blog “Pensare…Understanding Market Research in Business“. If you would like to discuss this blog or how J. can help you understand your market and customer needs, email him at

About J. Nolfo
Well...there is a lot to know. #Cx, #Analytics, #SM, Specialty #AgChem, #StL sports, & more. FT @BASFAgProducts. @Mizzou Alum. Supporter of the #Rhino. Tweets my own. #SMMW17 attendee....Dad...Hiker...Scouter...and so much more.

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