The future of social media research
Social media monitoring has now been around for over a decade, and the market is chock-full of tools and products allowing companies to mine data and listen.
But approaches to social data varies greatly, with many providers emphasizing large volumes of data rather than taking a qualitative approach and looking at the context the data is embedded in.
“Social data is not quantitative data, rather qualitative data on a quantitative scale,” says Pulsar CEO Francesco D’Orazio (formerly VP or Product & Research) in this paper, outlining the challenges facing the social media monitoring industry, and offering 10 ways to tackle them head on.
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