The Rise and Fall and Rise of Social Media Research #IIEXap14

Please tweet! #IIeX @LoveStats

Annie Pettit

VP Research Standards

The RISE and FALL, and

RISE Again of

Social Media Research

Please tweet! #IIeX @LoveStats2©2014

0

23

46

69

92

Jan

-08

May-0

8

Sep

-08

Jan

-09

May-0

9

Sep

-09

Jan

-10

May-1

0

Sep

-10

Jan

-11

May-1

1

Sep

-11

Jan

-12

May-1

2

Sep

-12

Jan

-13

May-1

3

Sep

-13

Jan

-14

May-1

4

Sep

-14

Social Media Monitoring



0

6

12

18

24

Jan

-08

May-0

8

Sep

-08

Jan

-09

May-0

9

Sep

-09

Jan

-10

May-1

0

Sep

-10

Jan

-11

May-1

1

Sep

-11

Jan

-12

May-1

2

Sep

-12

Jan

-13

May-1

3

Sep

-13

Jan

-14

May-1

4

Sep

-14

Social Media Tracking



Where did the fall come from?



lookingisn’t

learning



0

5

10

15

20

Jan

-08

May-0

8

Sep

-08

Jan

-09

May-0

9

Sep

-09

Jan

-10

May-1

0

Sep

-10

Jan

-11

May-1

1

Sep

-11

Jan

-12

May-1

2

Sep

-12

Jan

-13

May-1

3

Sep

-13

Jan

-14

May-1

4

Sep

-14

Social Media Listening



0

27

54

81

108

Jan

-08

May-0

8

Sep

-08

Jan

-09

May-0

9

Sep

-09

Jan

-10

May-1

0

Sep

-10

Jan

-11

May-1

1

Sep

-11

Jan

-12

May-1

2

Sep

-12

Jan

-13

May-1

3

Sep

-13

Jan

-14

May-1

4

Sep

-14

Social Media Research



Rolling 4 months

0

22

44

66

88

110

Jan

-08

Ap

r-0

8

Ju

l-0

8

Oct-

08

Jan

-09

Ap

r-0

9

Ju

l-0

9

Oct-

09

Jan

-10

Ap

r-1

0

Ju

l-1

0

Oct-

10

Jan

-11

Ap

r-1

1

Ju

l-1

1

Oct-

11

Jan

-12

Ap

r-1

2

Ju

l-1

2

Oct-

12

Jan

-13

Ap

r-1

3

Ju

l-1

3

Oct-

13

Jan

-14

Ap

r-1

4

Ju

l-1

4

Oct-

14

SM Monitor SM Listen SM Research SM Track



Research



Monitor

Track

Listen

Research

Technology Trigger

Peak of Inflated Expectations

Trough of Disillusionment

Slope of Enlightenment Plateau of Productivity

Gartner Hype Cycle

T I M E

V I

S I

B I

L I

T Y



We were mentioned!

We keep getting

mentioned!

They mentioned the blue one!

40% like the blue one!

Gartner Hype Cycle

T I M E

V I

S I

B I

L I

T Y



But WHY?!



More Need

-10

0

10

20

30

40

1997 2000 2003 2006 2009 2012 2015 2018

Public Opinion Survey Response Rates (PEW)

http://www.people-press.org/2012/05/15/assessing-the-representativeness-of-public-opinion-surveys/



http://www.pewinternet.org/2014/04/03/attitudes-impacts-and-barriers-to-adoption/

More Comfort



http://www.pewinternet.org/2014/04/03/attitudes-impacts-and-barriers-to-adoption/

2006 2007 2008 2009 2010 2011 2012 2013

100%

80

60

40

2065+

50-64

30-49

18-29

Social networking site use over time, by age group% of internet users in each age group who use social networking sites

90

78

65

46

A Lot More Comfort



Decrease in snake oil

Increase in data quality

Increase in use of content analysis

More Quality



More Education



• ESOMAR Guidelines on Social Media Research

• CASRO Social Media Research Guidelines

• MRA/IMRO Guide to the top 16 Social Media Research Questions

• MRS Online Data Collection and Privacy Discussion Paper

• www.social-media-measurement-framework.org

More Standards

http://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ESOMAR_Guideline-on-Social-Media.pdf

http://www.casro.org/pdfs/1011/Social_Media_Research_Guidelines.pdf

http://www.mra-net.org/rq/documents/MRA_IMRO_SMR16.pdf

http://www.mrs.org.uk/pdf/2011-07-19 Online data collection and privacy.pdf

http://www.social-media-measurement-framework.org/

https://lovestats.wordpress.com/?attachment_id=9985#main








More Big Research

0

105

210

315

420

Jan

-08

May-0

8

Sep

-08

Jan

-09

May-0

9

Sep

-09

Jan

-10

May-1

0

Sep

-10

Jan

-11

May-1

1

Sep

-11

Jan

-12

May-1

2

Sep

-12

Jan

-13

May-1

3

Sep

-13

Jan

-14

May-1

4

Sep

-14

SM Research big data data analytics




Annie Pettit

[email protected]

twitter.com/LoveStats

ca.linkedin.com/in/AnniePettit/

web.peanutlabs.com/blog-timeline/

Thank You

21

Data & Analytics

The Rise and Fall and Rise of Social Media Research #IIEXap14