Benefits and challenges of using social media to profile consumers

  A recent consulting assignment prompted me to revisit the findings from a research project that I conducted three years ago, with Moira Clark and Paul Fennemore. We looked at how business-to-consumer organisations were using social media to complement their segmentation efforts. Here is an overview of our findings.   The first part of our study … Continue reading Benefits and challenges of using social media to profile consumers

Consumers are talking about you, but what do they really mean?

Dr. Robin Croft, a fellow academic and much valued commentator here on the blog, drew my attention to an ethnographic study that he carried out with two other colleagues [1], on how different genders talk about products, services and brands. Croft and his colleagues observed informal conversations between various groups of people. Each group had … Continue reading Consumers are talking about you, but what do they really mean?

Hard evidence that social media activity helps the bottom line

Social media activity can improve brand perceptions and customer service, but does it translate into more sales and profitability? That is the question that I am often asked. So, I was very pleased to come across two studies, recently, which measured exactly that. Here is a very brief overview of these two studies, and what … Continue reading Hard evidence that social media activity helps the bottom line

Me, Captain Kirk. You, social media influencer.

In this fascinating interview for the Geek’s Guide to the Galaxy podcast, Manu Saadia (author of Trekonomics) says that, in the Star Trek universe, society is based on an economy of reputation, rather than an economy of accumulation of goods. This is because: There is such an abundance of material things (because of automation and … Continue reading Me, Captain Kirk. You, social media influencer.

On social media, be human and be active

If you are managing a brand’s social media presence, you probably came across recommendations such as ‘interact regularly with your customers on social media’, or ‘humanise your brand’.   But does it work?   According to a series of studies, conducted by Simon Hudson, Li Huang, Martin S. Roth and Thomas J. Madden, with social … Continue reading On social media, be human and be active

Instagram switching to relevance algorithm – what it means for you

Instagram announced that it is changing the way it presents content in our feeds from reverse chronological order to ‘presumed relevance’. According to the company’s press release: The order of photos and videos in your feed will be based on the likelihood you’ll be interested in the content, your relationship with the person posting and … Continue reading Instagram switching to relevance algorithm – what it means for you

Book review: The Smart Sceptic’s Guide to Social Media in Organisations

In January, I received a copy of the book "The Smart Sceptic's Guide to Social Media in Organisations", authored by my former student* Yekemi Otaru. I was very  happy to see that she had published a book, building on her many years of experience and her MBA dissertation - and I wasn't disappointed. Here is my … Continue reading Book review: The Smart Sceptic’s Guide to Social Media in Organisations

February 2016 round-up

I am writing this post from Malta, where I am visiting as part of my post as Chair in Digital Marketing. It is the perfect ending to what was a very convoluted month, in the sense that it is bringing my mind back to research and, in particular, the impact of digitalisation on marketing. I … Continue reading February 2016 round-up

October 2015 round up

October was busy. Very busy. This included a lot of firefighting, which I tend to find very draining. My #5pm pictures show that I spent a lot of time at my desk. But, unfortunately, only a minority of that time was spent on writing or, for that matter, on anything remotely related to research. Instead, my month … Continue reading October 2015 round up

Presentation on the challenges of using Twitter for sentiment analysis

As usual, I am sharing you with you my latest presentation. This one was on the topic of using Twitter for sentiment analysis, building on the work done with Yuvraj Padmanabhan (open access paper  available here).   I really don't want to put you off using Twitter for customer insight. On the contrary - it has lots … Continue reading Presentation on the challenges of using Twitter for sentiment analysis