Social Media

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'Like' Me: The Dynamics of Public vs. Private Social Media

Communispace: Michael Jennings

By exploring our members’ motivations for — and experiences in — our communities, compared to other brand-sponsored websites, we uncovered meaningful differences between how consumers view public and private social media strategies. We suggest carefully considering how you match objective with strategy in the coming decade.

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An Ounce of Prevention: What the Twittering Motrin Moms Taught Marketers

Communispace: Julie Wittes Schlack, Michael Jennings, and Katrina Lerman

Social media mavens were recently titillated (or should I say “twitillated”) by a group of irate, Twittering moms who quickly and voluminously voiced their displeasure with an ad posted on Motrin’s website. The video referred to “wearing your baby” in slings and other baby carriers as being “in fashion,” and suggested that Motrin might help with the back and neck pain caused by carrying children in this manner. The response was immediate and vociferous. A number of “motrinmoms” tweeted and posted a handful of YouTube videos expressing their view that Johnson & Johnson was patronizing at best, irresponsible at worst. The brand responded quickly, pulling the ad and posting an apology on the Motrin site. 

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Searching for Consumer Insight in Online Social Media

Communispace: Julie Wittes Schlack and Michael Jennings

As the social networking phenomenon grows exponentially in terms of usage, variety, and publicity, marketers are scrambling to understand how to make the best possible use of it. While targeted online advertising is one obvious application, more companies are becoming interested in gaining insight, or a deep understanding of their customers, by engaging in conversations with them online. In this recent research, we conducted a study that compared three online strategies for obtaining consumer insight. 

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From Research to Relationship: Using Communities to Gain Entree into Customer Conversations

Communispace: Julie Wittes Schlack and Michael Jennings

Communities differ from traditional survey-driven panels in their best uses, structure and most importantly, in the experience of the people that belong to each. Online communities allow interaction between members, and enable relationships to develop between members and the sponsoring company/brand. While major panel providers are taking serious and ongoing measures to improve and maintain the quality of their respondent pools, it is the ongoing and active member participation in communities that drives innovation and marketing effectiveness. This whitepaper spells out the salient differences between communities and panels and provides marketers with a clear understanding on when to use each. 

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Understanding Blogs and Private Communities

Communispace

The blogosphere is an exciting and dynamic new space that is generating a lot of interest. With its emergence, companies are often asking us how they compare to private online communities. Here we define and compare blogs to customer communities and outline the challenges of using this new media as listening tool. 

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