Advertisement Updated by Dave Parrack on June 28, Are social networking sites such as Facebook and Twitter a force for good or evil? As with most questions there are multiple angles to approach this quandary from.
Social Media Listening SML is the process of identifying and investigating about what is being said online about your brand or your market category. Daxue Consulting provides social media listening in China extracting verbatims and data related to platforms such as Weibo, WeChat as well as a various category of platforms such as video Youkouonline marketplace Taobao or consumer review Douban.
It is a qualitative research method aiming at getting first-hand insights from consumers. The process of social listening in China can be retroactive social media activities of a past period are analyzed or ongoing, which means it is realized systematically as a market trend audit or a brand image monitoring.
SML can be performed manually or can be automated thanks to software and platforms. However, the automated work of SML platforms should always be complemented by human review.
Moreover, some platforms such as WeChat will not enable any automatization of the data-collection because of open-data restrictions. In China, regarding the massive usage and commitment of Chinese users toward online platforms, social media produces massive amounts of unstructured data. It is fundamental to define the goals of a social media listening according to the needs of your brand or company and depending on these objectives, choosing the relevant metrics to observe.
Here are some commonly used social listening metrics: The first step is to define the most popular keywords by analyzing search volume in social media. The most striking and relevant comments are directly quoted in the final presentation delivered to our client.
Combine Social Media Listening with other quantitative and qualitative methods in China SML offers a direct approach to the consumers but is not be sufficient to get a full understanding of their perceptions of your company or brand. It is advisable to combine SML with other qualitative and quantitative research methods.
Social Media Intelligence China Social media intelligence is the analysis of data we collect from our social listening method in China integrated into a long-term market monitoring plan. Our social media intelligence solution is fully integrated into our comprehensive market intelligence range of services.
As such, it is a fantastic medium through which businesses can engage with consumers and leverage a range of data to make important strategic decisions on a regular basis.
Social media in China, however, poses unique challenges to foreign businesses. Due to government regulations, many international social media websites are blocked.
Consequently, Chinese citizens use social media websites that are unique to China. Whereas Twitter, Facebook, and Amazon are dominant in western countries, local equivalents are far more dominant in China.
Furthermore, they have their own distinct analytic software. They can, therefore, be troublesome to analyze when employed by untrained users. Daxue Consulting realizes that foreign businesses require expert assistance to access these networks effectively.
Accordingly, we practice social media intelligence in China to provide clients with comprehensive market research and informed strategic consulting.
Daxue Consulting uses social media intelligence as an integral part of all desk research. Below is a list of areas whereDaxue Consulting usessocial media intelligence.
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