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Proof That Twitter Is A Terrible Market Research Tool - Forbes

Proof That Twitter Is A Terrible Market Research Tool - Forbes | The MarTech Digest | Scoop.it

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It’s not the numbers that make Twitter an unreliable gauge of public sentiment, it’s the demographics. According to Media Bistro, only 18 per cent of online adults in the US use Twitter, compared to, say, 71 per cent who are on Facebook.

 

Social media generally and Twitter specifically are not (yet) representative of ‘the people’. Bare this in mind the next time you use it as a research tool for anything other than a litmus test of digital-media savvy 30-somethings.

 

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CYDigital's insight:

If you're testing a concept using Twitter Ads without any filtering, then yes, I agree. However, you're not going to do that. Testing via Twitter will require filtering, and all B2B marketers will do that. And I often day that using social as a testbed is similar to panel studies, and should be used in the same fashion.

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3 Ways Social Data Can Enhance Marketing Data - Search Engine Watch

3 Ways Social Data Can Enhance Marketing Data - Search Engine Watch | The MarTech Digest | Scoop.it

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Use Engagement Data to Test Messaging

Social media provides marketers with a cheap and quick way to test messaging with a highly targeted audience. By crafting several messages you can post to social media and measure the engagement levels each message generated with your audience. Running simple A/B tests, poll questions, or even just asking your audience via tweets, LinkedIn messages, or Facebook posts, you can garner insight on the resonance of messages before you invest heavily in one message or another.

 

Use Social Ads Data to Test Creative

The emergence of social ads offers brands access to audience without the efforts of building that audience organically. In addition, most social ad platform include ad optimization as an integral part of the platform. Marketers can utilize these platforms to test ad creative before they roll out major, expensive ad campaigns. Use engagement data to evaluate how well your ads are doing and what creative works better with your audience.

 

Use Social Trends to Research Keywords

Unlike in search, social media provides immediate feedback on keyword trends. Using data from the social networks you can uncover keywords and phrases that are on the upswing before they become completely apparent on organic search and this way create content that will get a head start on organic search. Use tools like Twitter Trends, hashtag research tools, or social media measurement solutions to learn what keywords are getting more traction with your audience and what keyword trends are forming.

 

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CYDigital's insight:

If you have a sufficiently wide audience, social media channels can act as a test bed for some concepts. Consider it a live panel: use it!

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