Social listening is the process of monitoring digital media channels to devise a

Question

Social listening is the process of monitoring digital media channels to devise a strategy that will better influence consumers. Taking information from places that consumers participate in online can be invaluable. Many marketers view Twitter as a database of real time opinions where users send and read posts of up to 140 characters, known as tweets. Therefore, Twitter has become a source of information about consumers, the products they use and care about, how they live their lives, and what’s important to them. There are over 140 million users and over 340 million tweets daily.

What are some of the benefits to companies that use Twitter as a research source? What are some of the downsides? If you were a marketing researcher for a company would you use Twitter as a research tool? Why or why not?

Need help and a detailed info and insight. Please do not COPY and PASTE from internet. (Marketing)

Thanks

Explanation / Answer

Benefits to companies:

Changing lifestyle: Twitter gives idea about changing lifestyle of consumers. Companies can produce goods and services accordingly.

Feedback: It gives product and service feedback regarding any brand, which helps companies for future development and customer care.

Potential consumers: Reading tweets helps companies to understand the number of potential customers is in the market. Proper marketing strategy could be formulated accordingly.

Downsides to companies:

1. It might be a helping tool but always true, because some tweets are from individual perception only.

2. People might have different views on an individual product. Suppose someone is satisfied and someone may not. Such thing creates ambiguity to company.

3. Twitter is used by big shoots, celebrities, eminent persons in the society. This is not for general public. Therefore, ideas and opinions of general public can’t be known through twitter.

Twitter could be used as a research tool up to a certain extent. Suppose it might be used for acquiring statistical data, like how many people are using company’s products, what is the success rate, etc. This could be a helping tool with other marketing strategies.

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