Social media research is now starting to play a more fundamental role in social media strategies. With careful planning, social media research can provide context on everything from brand perception (are certain campaigns insensitive?) to customer service hiccups (have call centers reached capacity?). Analysis of social media channels can also help companies understand how their customers interact with one another: Are they a tight knit community? Do they help each other solve problems? Social media research can also help companies identify unintended consequences of marketing campaigns, and can prompt decisions on whether or not mitigating actions are necessary. Social media research may not yet be as scientific as traditional media research, but it is a fast, direct, and valid means of capturing customer feedback and identifying early trends.

1. Social Media Research How Conversation Research Can be Leveraged to Improve Social Media Strategies

2. Agenda Introduction: The importance of social media research Incorporating research into social media strategies 1. Observe Organic Conversation 2. Prepare for Feedback 3. Respond Accordingly Bottom line: What social media research can offer you 2

3. Introduction 3 Luminosity believes that social media research represents a crucial element of brands’ overall social media strategies. Social media strategies have become an essential business function. Social media research can provide context on everything from brand perception to customer service hiccups. It can also help companies understand customer interaction and whether or not mitigating actions are necessary in certain situations. Below are three key steps to take when incorporating research into social media strategies. Observe Organic Conversation Prepare for Feedback Respond Accordingly

4. 1. Observe Organic Conversation 4 Before launching a social media strategy, firms must observe the social media landscape to selectively identify the best platform(s) for the brand. Considerations when deciding where to launch a social media presence: network effects, metrics that can be tracked, types of interactivity, and ability to revise inputs

5. 2. Prepare for Feedback 5 Open dialogue makes brands feel more personalized. But remember: customers are not afraid to openly voice their opinions. Companies should: Create contingency plans for addressing positive AND negative feedback. Avoid being offended by organic conversation / pulling the plug on social media operations. Remember that identifying the root cause of sentiment is equally important as crisis management.

6. 3. Respond Accordingly 6 When responding to feedback, the company moderator should reflect the company’s unique culture. Additionally, firms must identify prescient postings and prioritize responses accordingly. Implications for research: Include calls-to-action that can be tracked Track your own tone/approach

7. The Bottom Line 7 Social media research should be an integral part of all social media strategies. Effective monitoring and analysis gives marketers the quantitative framework to engage customers according to company goals. Through active research, companies will be empowered to create and optimize strategies that strengthen connections between consumers and their brands.

8. Download the White Paper 8 For a more comprehensive and detailed view of Social Media Research, download the White Paper— SOCIAL MEDIA RESEARCH: How Conversation Research Can be Leveraged to Improve Social Media Strategies About Luminosity Marketing Luminosity is an analytical marketing communications firm specializing in target audience definition, message framing and connection strategy. We use our combined expertise in research an media to generate powerful connections between brands and target consumers. Learn more at www.LuminosityMarketing.com.