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Short essay answering below discussion thread. “You mentioned that qualitative i
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Short essay answering below discussion thread.
“You mentioned that qualitative is the listening and quantitative is the monitoring. From these methodological approaches, what kind of data would qualitative and quantitative approaches give you? How could you effectively approach “listening” to yield results that are respectable to in terms of both research and marketing? Likewise, how could you effectively approach “monitoring”?”
Two Best Practices for Using Social Media
Social media offers relevant platforms such as Twitter, Mendeley, YouTube that offer important research information. Social media enables a person to access timely and up-to-date information in any field of interest. Besides, the platforms enhance an individual’s ability to stay in contact with peers and exchange research ideas on various subjects. Like any other channel, not everybody or every brand uses social media because of some complexities. However, due to its huge audience, it is relevant for companies and people to leverage this unique communication platform and enhance their interaction with clients and influencers (Kapoor et al., 2018). Nonetheless, conducting research using the platforms requires a full understanding of engagement rules for the target audience. Best practices must be integrated to optimize the social media space. The two best practices of using the platform when conducting research entail looking beyond the numbers and collecting only what is required.
When using social media to conduct research, one should look beyond the numerical and take various multiphase approaches such as qualitative and quantitative elements. A researcher should listen and monitor feedback instead of relying on numbers. The qualitative and quantitative techniques help one effectively understand the opportunities and other useful information for research and exploratory data. Relying only on numbers may not be relevant because popularity differs from importance. The other data collection techniques facilitate comprehending the impact of social media networking on brand perceptions and people’s purchase decisions (Dwivedi et al., 2021). For instance, by listing, a researcher understands audience language and determines what to incorporate to make the brand more appealing.
Another best practice is gathering what is needed. Various social media platforms have much information, which makes it easy for a researcher to become wrapped up in interesting comments that individuals are saying about their products, company, or brands. Though that information may be beneficial, it may be misleading as one may fail to accomplish the research objectives. Therefore, it is relevant only to collect what is required, such as the real target audience that would be receptive to the research message. Besides, the researcher should focus on searching for the topics, messages, and styles their audiences are interested in hearing (Dwivedi et al., 2021). Focusing and collecting the needed information helps in proper resource allocation and designing relevant marketing efforts. Also, it enables the researcher to determine what to expect from different audiences easily.
However, though applying best practices is important, there are some concerns that one may experience when using social media for research. Website access and privacy may limit some vital research information (Hunter et al., 2018). Legal and privacy violations are also social media concerns that may distort authenticity. Anonymity and confidentiality challenges may also hinder research validity.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. doi:10.1016/j.ijinfomgt.2020.102168
Hunter, R. F., Gough, A., O’Kane, H., McKeown, G., Fitzpatrick, A., Walker, T., & Kee, F. (2018). Ethical issues in social media research for public health. American Journal of Public Health, 108(3), 343-348. doi:10.2105/AJPH.2017.304249
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past present and future. Information Systems Frontiers, 20(3), 531-558. doi:10.1007/s10796-017-9810-y
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