Social Media Analysis & Tracking

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CPG
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Director, Consumer Insights,
CPG

Social Media Analysis & Tracking (SMART™): Applying Structure to Gain Intelligence

The voice of today’s consumer is louder and more powerful than ever before. Whether a fan or detractor, your customers are influencers who use social networking to tell the world about their experiences. With all that is being said, read, and spread, it is no longer enough to measure brand equity or customer sentiment through controlled survey research alone.

But, how can you, as a marketer or market researcher, organize and learn from the masses of information being transmitted everyday?

RTi’s SMART™ program was designed by researchers for researchers to collect and transform unstructured social media conversations into information you can use to make better business decisions.

The basic tenets of the (SMART™) program are:

LISTEN → Retrieve the relevant posts and understand the source and volume

ANALYZE → Analyze the content for sentiment, themes, author influence

TRACK → Track over time for meaning and perspective

But that’s just scratching the surface. We go well beyond these basics and apply marketing research principles to uniquely integrate social media mining data with traditional primary market research.

By applying marketing research principles, we ensure that the collection and analysis of the social media data culminates in meaningful and useful business insight.