Smooth Sailing through the Social Media Marketing Research Waters by Kris Hodges, Jennifer Dale and Dorrie Paynter. Learn how SMR is defined, how market research buyers are using SMR and how qualitative researchers can get into the social media listening space. To hear the recorded QCast: https://ewald.adobeconnect.com/_a838359337/p6zpp0m2uso/?launcher=false&fcsContent=true&pbMode=normal

1. Kris Hodges
Jen Dale
Dorrie Paynter
October 17, 2013
2013 QRCA Conference – San Diego, CA

2. 18 month journey through the SMR waters
TechCom sub-group
Captains of 3 “cruises”
Case Study – Dorrie
Real World – Jen
3D’s – Kris

3. 3D’s – Define, Demystify and Delineate SMR

4. Like Darwin, we travelled the world to
bring back specimens

5. 1st – Thank You to all who have helped
Patrice Wooldridge
Caroline Volpe
Greg Cobb
Shannon Danzy
Carla Essen
Of course . . . Jen and Dorrie

6. . . . and to David VanNuys

7. Media
Social
Research
M
S
R

10. Why should I care about Social
Media Research?

11. “People are not necessarily talking about you or the
things you need to know. But, if they are talking about
you, you need to know it.”
“If your customers are talking about you, then there is
no longer an excuse for not listening.”
Ray Poynter (The Handbook of Online and Social Media Research)

12. Two-thirds of MR suppliers provide some
SM monitoring or analysis to clients.
GRIT Report, Winter 2013
What it specifically entails could any of a number of services

14. Big Data has many definitions
(Think NSA)
Collection of data sets so large and complex that it
becomes difficult to process

15. Our lives leave a wake of information behind us
which is becoming quantified -- Datafied
Mobile location
Comments
Transactions
Phone records
Event timeline
Pictures

16. Holy Grail of Big Data . . .
To link different data sets together to create new
learning and insights (to improve marketing)
Sentiments (feelings, attitudes, emotions)
+ Transactions (sales, surveys)
+ Profiles (demographics, psychological states)
+ Behaviors (web browsing, geotracking)

17. SM is an important component of Big Data

18. Social Media =
Twitter, Facebook, Pinterest, YouTube, LinkedIn, blo
gs, reviews, forums
Interactions among people
in virtual communities and networks
where they create, share, and exchange information

19. SM = “Conversations”
Organic, naturally occurring
Unadulterated
Uncensored
“Pure” – no research bias
Ripe for the picking

20. SM Conversations + Market Researchers
---> SMR
Market
Researchers
SM conversations

21. At its most basic . . .
SMR = Social Media Listening
Listening to organic, natural
conversations for research purposes
NO interaction w/ those providing the
conversations
Remains “pure” and unadulterated
Remains observational

22. However,
some people consider SMR
as more than listening . . .

23. . . . and include interaction/engagement
with those who are “talking”
Role of PR and customer relations
Asking follow-up questions
MROCs
Online recruiting
Online FGs, bulletin boards
Pinterest as a research tool
Co-creation

24. . . . and include interaction/engagement
with those who are “talking”
Role of PR and customer relations
Asking follow-up questions
MROCs
Online recruiting
Online FGs, bulletin boards
Pinterest as a research tool
Co-creation
BUT, being done
through SM
channels, doesn’t make
it SMR

25. Our focus is on the listening

26. How do you listen in on these
conversations?
DIY
Scraping/aggregating
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversations
Free
Platforms
Paid
Platforms

27. LOTS AND LOTS OF TALK
Source: Social Radar

28. The age old Qual-Quant battle is at it again
Quant has claimed a stake – Big
Qual

29. Quantitatively reduced to
Sentiment
Word clouds
Likes/dislikes
Basis for the listening platforms

30. That needs to be analyzed
Perfect for QRCs . . .
We connect the dots!

31. QRCs add value to the conversations
“ . . . when making decisions about social relationships,
it’s foolish to swap the amazing machine in your skull for
the crude machine on your desk.”
Computer-driven data analysis excels at measuring quantity of
social interactions but not quality
“People are better at mirroring emotional states and
assigning value to things through emotion. Data analysis
is pretty bad at narrative and emergent thinking . . .”
David Brooks – New York Times columnist

32. Demand for QRC skills on the upswing?
“ The main problem . . . is that the [quant] tools may be very
good at collecting data, but they tend to be very poor at
analyzing it.
There seems to have been a switch back to manual coding and
away from automated coding - which in turn has made people
less inclined to collect very large amounts of data.”
Ray Poynter

33. Even the New York Times is on our side
Article on Big Data . . .
“The best (people) tend to be really
curious, thinkers who ask good questions and
are OK dealing with unstructured situations
and trying to find structure in them.”
They’re talking about Us!
NOPE!
...
it is a Data Scientist
“Data Science: The Numbers of Our Lives”, New York Times, April 11, 2013

34. Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to
explain it
then suggest how to use the information to make decisions.

35. SMR is rarely called
Social Market Research
Many functions claiming SMR capabilities

36. Additional Warning . . .
“Using great volumes of information . . . requires
profound changes in how we approach data.”
“. . . In many instances, we will need to give up our quest
to discover the causes of things, in return for accepting
correlations.”
“Big data helps answer what, not why, and often that’s
good enough.”
Kenneth Cukier and Viktor Mayer-Schoenberger, “The Rise of Big Data: How It’s Changing
the Way We Think About the World

37. Big Hype with SM and Big Data
Fast moving/fast changing – in its infancy
Trying to corral it
Many providers that may not have longevity
Promises may be better than actuality
Seeing chinks in the armor
Constant monitoring yields little new content/is
repetitive

38. In Summary . . .
SMR is not scary – analyzing conversations is exactly
what QRCs do!
You may already be doing SMR (according to some)
But, SMR = SML(istening)
Qual and Quant turf battles, but a bigger battle
with Big Data which is encroaching on traditional
MR territory

39. The
Real
World
of SMR
In Search of…

40. Project Crew
Kathy Doyle
Susan Saurage-Altenloh
Andrea Werboff
Foster Winter
Jen Dale
Kris Hodges
Dorrie Paynter

41. Discussion
Guide










Define SMR
SMR decision makers
Purpose of SMR
SMR advantages
Tools used
Approaches taken
Deliverables received
Pitfalls to avoid
Future of SMR
Opportunities for
QRCs

42. Research Objective
To identify how, if at all, research
buyers are utilizing social media
for marketing research and how,
if at all, SMR provides value to
their business.

43. On the hook…
Qual Research Buyers

44. Recruiting

45. Interviewers
Susan Fader
Ilka Kuhagen
Susan Saurage-Altenloh
Andrea Werboff
Kathy Doyle
Katrina Noelle
Corette Haf
Jen Dale
Jeff Walkowski
Pam Goldfarb Liss

46. Industries Interviewed
Financial Services
Production
Healthcare
Food
Publishing
Oil & Gas
Retail Services
Media & Entertainment
Hotel & Restaurant
Transportation
Insurance
Education
Communications
Automobile
Airline
0
1
2
3
4
5
6
7
8
9
10

47. Study Participants
Wannabe
Users
8
N=50
Past Users
3
Current
Users
39

48. Social Media Marketing Research
Doing it!

49. “[SMR] means consumer perceptions, consumer
preference… so I can plan an acquisition strategy.”
Defining SMR
“[SMR] is doing research on what
others are doing as well as on best
practices… and to ask that captive
audience certain questions.”
“Trends.”
“[SMR is] going online
through our website and
ask questions… and
social media tracking of
conversations… and
online communities.”
“[SMR] is web
listening, and
creating online
communities…
and engaging
with them.”
“[With SMR] there is nothing that is not possible.”
“[SMR] is any
type of
conversation
online.”
“SMR is a
tool, not a
solution.”

50. “[SMR] means consumer perceptions, consumer
“Customer satisfaction”
preference… so I can plan an acquisition strategy.”
“Marketing Tool.”
“Metrics on the brand and “Watch, listen and learn through our
competitors.” “go online
website and
about customers online.” ask
“[SMR] is doing “Influencingwhat
research on buyers”
questions… and social
“Getting
“Published of
others are doing as well as on best
media trackingopinions.”
information
practices… and to ask that captive
conversations… and
online.”
audience certain questions.” monitoring”
online communities.”
“Listening and
Defining SMR
“Listening and
“[SMR] is web analytics.” is any
“[SMR]
listening, and
type of
creating online
conversation
“Voice of the customer.” “Digital media research”
communities…
online.”
and engaging
“Behaviors”
with them.”
“SMR is a
“Tracking, analysis
tool, not a
and not possible.”
solution.”
“[With SMR] there is nothing that isobservation.”
“Measure of
awareness.”

51. Defining SMR

52. Defining SMR
 Listening
 Seeking
 Engaging

53. Defining SMR
Seeking
Watching
& Listening
Engaging

54. SMR Decision Makers
Marketing
Sales
Product
Development
Public Relations
Technology
Research
Communications
Advertising
Customer Service

55. SMR Decision Makers
Willing
Able
Self Selected

56. SMR Decision Makers
“No one knows enough about SM
– it’s a big black box to marketers.
Everyone needs to be on it today.”
“We have 3 fulltime employees
just for SMR.”
“[SMR] was started by a colleague in marketing using
Facebook and Twitter for client relationship… after 4 years
we are finally using SM for research.”

57. Why Conduct SMR?
Identify & Research:
Trends
Pain points & hot issues
New ideas

58. Why Conduct SMR?
“SMR levels the playing field in
our favor since we have fewer
resources [than bigger
companies]’
“[SMR] adds
to basic
information,
can see
trends.”
“[SMR] is only
appropriate for
quick answers
to low impact
questions.”
“[SMR] is a window
on the world.”
“Social media research is a first
step where I need a survey of
the world vs. in-depth… I can ge
the lay of the land.”
“[We] know that the sample
frame is weak, but doing social
media research will enable the
MR department to do more
with less money.”

59. Desired Results from SMR

60. Desired Results from SMR
[We hope to find] insights to
supplement other
MR, trends, spikes in
sentiment or buzz to dig into
for insights.”
“To build digital income.”
“[We] search for verbatims to
support findings of our other
studies.”
“So customers know they are heard.”

61. SMR Advantages
•
•
•
•
•
•
•
See the big picture
Organic & “real”
Familiar to younger generation
Broad, global audience
Immediate
Cost effective
Also a recruiting tool

62. SMR Advantages
We are phasing out [online
communities in exchange for
more SMR]… online
communities are artificial and
not global.”
“Some targets are easier to
get on SM.”
“Much richer than a
quant study.”
“[SM data] is
faster, cheaper, more
immediate.”

63. SMR Tools Used
• Internal Platforms
• External Tools Paid & Unpaid

64. “We purchased software for media listening that nobody knows how to use.”
SMR Tools Used
“We recently used Pinterest in a
homework assignment with
participants.”
“We have some sort of quant tool that
interacts with social media”
“Initially we had an internal tool… now
we use a paid data aggregator that’s
more flexible.”
“We are still struggling with what it is
and how to use and how to engage in
the b2b market… we are in the process
of developing a process.”

65. SMR Approaches

66. SMR Tools Used
Research Companies
Public Relations Firms
Advertising Agencies
Design Firms
Web Hosting Providers
Web Design Companies
IT Consultants

67. Actual Deliverables
Seeking
Watching
& Listening
Engaging

68. Actual Deliverables
Seeking
Watching
& Listening
Engaging

69. SMR Pitfalls
•
•
•
•
Exclusive
Biased assumptions
No qual analysis
Skeptical of results

70. SMR Pitfalls
“We take it with a grain of salt, it’s only as
good as our sample.”
“I’m worried about
age and cultural
bias.”
“not really doing
true research.”
“[SMR] tools are not
sophisticated enough
to get true insights...
Need to explain why
things happen.”
“Using SM to sell isn’t worth a darn, invasive, people don’t like it.”
“B2B opportunities not at all clear.”
“Don’t have a strong
enough grasp.”

71. Research Objective
To identify how, if at all, research
buyers are utilizing social media
for marketing research and
how, if at all, SMR provides value
to their business.

72. Research Objective
To identify how, if at all, research
buyers are utilizing social media
for marketing research and
how, if at all, SMR provides value
to their business.

73. Future of SMR
•
•
•
•
Growth unknown, but assumed
Increased consumer input
Increased mobile measurements
Complement to MR
 Less traditional research
 Less online research

74. Future of SMR
“In the future there will
be more mobile apps for
market research.”
“[SMR] is just
the beginning.”
“[SMR] has sway… it is
taken seriously.”
“There’s value in exploration and
opportunity to use the findings up
front, earlier in the marketing
process.”

75. Opportunities
for QRCs
• Buyers want:
 Guidance
 Justification
• They are not
seeking out QRCs
• Qual analysis is
the missing piece
• Get in there!

76. It’s time to… Dive in!

77. Kris Hodges
Jen Dale
Dorrie Paynter
October 17, 2013
2013 QRCA Conference – San Diego, CA

78. Cruise Three – Our Goals:
1) How to conduct SML research
2) Where do QRCs fit in
Gathered a crew
Some expert sailors
Others just getting their sea legs

79. Thank you!!
Renee Murphy
Carole Schmidt
Kathy Doyle
Patrice Wooldridge
Caryn Goldsmith
Kay Correy Aubrey
Andrea Werboff
Caroline Volpe
Rosalia Barnes
Kris Hodges
Jennifer Dale

80. Special thanks to:
Brett Terp of Infegy.com
 Josef Radomski of e54

81. Travel the seven seas:
1. Get your bearings
2. Identify the treasure
3. Chart your course
4. Choose your fleet
5. Go fishing
6. Clean your catch (e.g., analysis)
7. Serve it up

82. Travel the seven seas:
1. Get your bearings

83. What can I research?
 Topic - are people talking about it online?

84. Topics tend to be broader vs more in-depth
 Reaction to new advertising campaign, vs
drilling in to specific aspects of the commercial
 Self-limiting, no probing, showing
stimuli, Twitter has 140 character limit
Need to define narrowly enough to find themes
“Pizza” vs
 “Domino’s Pizza” vs
 “Domino’s Gluten-Free Pizza”


85. Professional commentators/influencers make
water murky
 Big Gulp controversy in NYC
 Too much noise – couldn’t find consumer voice

86. Consumer topics tend to be easier than b-tob, but b-to-b not impossible
 Have to “listen” in the right forums, blogs, etc.
Time-sensitive topics are fine
 Reaction to product launch in past
 How far back depends on platform

87. We agreed upon . . .
Gluten–free pizza . . . specifically.

88. Pizza vs Gluten-Free Pizza talk
Source: Social Radar

89. Travel the seven seas:
1. Get your bearings
2. Identify the treasure

90. i.e., Define your objectives!
New idea?
Nope!

91. Not all objectives that work in other forms of qual
work in SMR


Can’t get feedback on new idea if it hasn’t launched
But CAN learn from competition

92. Can be stand alone project, or part of a project
 Smarter proposals & new client presentations
 Refine screening criteria
 Tighten guide
 Part of a hybrid approach

93. Case studies . . .
Look for target segments
 Who else can we target with this beauty product?
 Result:
• Found several segments using product for different
reason than current packaging described; became new
target audience for the product.
Thank you Renee Murphy!

94. New business work
 Client entering new category; learned by looking
at current category.
 Result:
Made recommendations on features and current
product problems that they could address when
designing their entry. A relatively quick and
inexpensive way to get LOTS of input.
Thank you Kathy Doyle!

95. Due diligence
 For-profit institute considering purchase of
another company.
 Result:
Uncovered a significant issue; purchase did not go
through.
Thank you Kathy Doyle!

96. Inform and inspire marketing efforts
 Client redirecting marketing efforts in the health
industry - wanted robust understanding of certain
keyword.
 Result:
Used SM to define the keyword through
consumer images, consumer videos, terms and
language. Used as inspiration to ad agency.
Thank you Renee Murphy!

97. More objectives that work . . .



Benefit articulation
SWOT analysis
Product launch evaluation
. . . What others can you think of?

98. Our gluten-free pizza objectives
1) What would make the ideal gluten-free pizza?
2) What can we learn from Dominos’ experience
to help our launch be a success?
3) What are consumer concerns/hesitations about
gluten-free pizza?

99. Travel the seven seas:
1. Get your bearings
2. Identify the treasure
3. Chart your course

100. Write a guide

101. Travel the seven seas:
1. Get your bearings
2. Identify the treasure
3. Chart your course
4. Choose your fleet

102. Pick your tools
 Aggregators vs going directly to the source
 Paid vs free
 Looking for text? Images?

103. We looked at a lot, but there are a
lot more out there!
Free
 BoardReader
 Google Forum and
Blog Search
 Social Mention
 Addict-o-matic
 Hoot Suite
 Pinerly
 Instagram
 Pinfluencer
 Curalate
 Brandify
 Topsy
Paid




Social Radar
NetBase
Radian6
Sysmos

104. Aggregators: To pay or not to pay?
DIY Scraping
Cost
Breadth of
resources scraped
# of quant tools
offered
Professional
support
$ outlay low; time
outlay high
Free
Often $40-$50K/yr
Totally up to you
Better
Best
Some
More than you
need
Minimal
Up to you
Part of what you
Unlikely
pay for
Part of what you
Questionable
pay for
Still need to drill
Get what you pay down, but gives you
for
good start
Most
Less
On your own
Coding algorithms On your own
Quality of
analytics
Work involved
Free
Paid
Aggregators Aggregators
Less (but still a lot)

105. How to evaluate tools?
Must read:
ESOMAR’s “24 Questions to help buyers of social media
research”
 Company profile
 Data sources
 Data management
 Data quality and validation
 Policies and compliance

106. Take it for a spin . . .
 Might want to give some of these free options a try:
 Google Blog Reader
 Zakta Research
 Social Mention
 Addict-o-matic
 Board Reader
 Plus go directly to
YouTube, Instagram, Pinterest, Twitter, Facebook, etc.

107. Travel the seven seas:
1. Get your bearings
2. Identify the treasure
3. Chart your course
4. Choose your fleet
5. Go fishing

108. Jump in, the water is fine!
 Fine tuning your searches is key
 What terms would your target use?
 Like probing in a focus group

Follow that path or try another?

109. Be a sleuth!

110. Developing topic construct
 Need to understand how to use search terms
 “Pizza” might be too broad = 13.8 MILLION mentions
in past 3 months
 Joe’s Pizza Parlor likely too narrow

111. Getting to the right pool . . .
 Experiment
 Gluten free versus Gluten-free
 GF and Pizza marginally better, BUT GF = girl friend
 Pizza and “gluten free”
 Ended up with “pizza” AND (“gluten free” OR “gluten-
free” OR “GF pizza”) => 35K mentions

112. Think creatively
 How else do people refer to your topic?
 McDonald’s - “Mickey Dee’s”
 Pizza Hut – “the hut”

113. Fine tune . . .

114. What can you discover?
 Aggregator platforms have lots of metrics




Volume = 91K unique conversations
NET Sentiment = 76
Passion Intensity = 45
Reach = 385M
 Demographics
Source: NetBase and Social Radar

116. Why a change in chatter?
Pizza Hut announced it would be introducing glutenfree pizza to its restaurants:
 “We LOVE THIS! :D... 'Pizza Hut woos coeliacs with
gluten-free bases’
 “RT @GlutenFreek: It's a pizza! A gluten free pizza! A
gluten free pizza from Pizza Hut! Beyond excited...”
Source: Netbase via e54

117. Good news / bad news
Source: Netbase via e54

118. Gluten-free pizza LIKES
 The “taste”
 “Domino's new gluten free pizza tastes great and didn't make me sick.
Rejoice!”
 “I found a gluten free pizza that tastes good...great even! I'm happier
than a pig in slop. That's how that saying goes...right?”
 Its appearance (the “look”)
 “Wow that GF pizza looks amazing! Where is it from?”
 “That gluten free pizza looks yummy! Nothing beats finding a good
gluten free crust!!”
 It is “easy” to make
 “Easy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriend!”
 “It was delicious! It is extremely cost effective, easy, and the best gluten
free pizza I've had! I love that it's grain free too.”
Source: Netbase via e54

119. Gluten-free pizza DISLIKES
 When it’s “not gluten free”
 “Maybe my gluten free pizza wasn't so gluten free. I'm in so much pain!!!!”
 “Craving pizza but I know I will regret eating a pizza that isn't gluten free.”
 The “taste”
 “I don't get it. Fruity Pebbles are gluten free & taste awesome. The Trader
Joe's gluten free pizza tasted like ****.”
 “I didn't want a pizza that tasted good for a gluten free pizza, I wanted a
pizza that tasted like pizza.”
 Its “expensive” price
 “Buying special food for somebody with the restricted diet is extremely
expensive, Joey's gluten free dairy free pizzas usually run around 8 bucks a
piece ... I had to learn to make a lot of his favorite food from scratch lol.”
 “The Domino's gluten-free pizza is so small and expensive. It's quite
nice, but not worth the price.”
Source: Netbase via e54

120. Deep dive from here
 When it’s “not gluten free”
Can we tap into “regret”?
(60 conversations)
 “Maybe my gluten free pizza wasn't so gluten free. I'm in so much pain!!!!”
 “Craving pizza but I know I will regret eating a pizza that isn't gluten free.”
 The “taste”
 “I don't get it. Fruity Pebbles are gluten free & taste awesome. The Trader
Joe's gluten free pizza tasted like ****.”
 “I didn't want a pizza that tasted good for a gluten free pizza, I wanted a
pizza that tasted like pizza.” about
What are others saying
Trader Joe’s gluten-free pizza?
 Its “expensive” price
(187 conversations)
 “Buying special food for somebody with the restricted diet is extremely
expensive, Joey's gluten free dairy free pizzas usually run around 8 bucks a
piece ... I had to learn to make a lot of his favorite food from scratch lol.”
 “The Domino's gluten-free pizza is so small and expensive. It's quite
nice, but not worth the price.”
Source: Netbase via e54

121. Keep looking for treasures. . .

122. Emotions around GFP
Source: Netbase via e54

123. Who is talking?
Source: Netbase via e54

124. Travel the seven seas:
1. Get your bearings
2. Identify the treasure
3. Chart your course
4. Choose your fleet
5. Go fishing
6. Clean your catch (e.g., analysis)

125. Now what?

126. Analysis!
 Similar to reading bulletin board focus group




transcript . . . but not as organized
Need to read LOTS of posts and keep digging
Track themes and keep evaluating hypotheses
Come up with coding system and way to save key
quotes – Excel?
Aggregator products include statistics . . . Good
starting point but those with experience don’t take
them at face value.

127. Travel the seven seas:
1. Get your bearings
2. Identify the treasure
3. Chart your course
4. Choose your fleet
5. Go fishing
6. Clean your catch (e.g., analysis)
7. Serve it up

128. Ta dah!

129. What do reports look like?
Samples from Doyle Research reports

130. Samples from Social Radar report

131. Dip your toe in . . .
 It’s not that scary – skills we already have
 Start small and gain confidence
 Create more insightful proposals
 Prepare for new client meeting or a project
May not be for everyone

132. Ready to dive in?
Sell to client
 Small freebie
 Add on to “traditional” qual
 Stand-alone project
 Proposal
 Describe process so they understand value you bring
 Sell analytical skills and time you’ll put into it
 May be be able to sell your research/analytical skills to
use client’s subscription to more expensive platforms

133. Heading back to shore . . .
What does all this mean for
QRCs?

134. Opportunities in listening space
 Timing is good
 Hot topic – SM is on every marketer’s radar
 Your competition is not all that experienced either
 Evidence that clients need help understanding the
“whys”
 The tools are different but the skills are the same
 Wide range of ways to use SMR
 Self-education -> paid project

135. Opportunities in listening space
 Opportunities for QRCA to establish qual side of SMR
 Raise awareness - encourage more conversations on
Member Forum and LinkedIn
 Use PR: Articles in Quirks, Views, etc.
 Add to Find A Researcher tool on QRCA.org
 Create a SMR SIG?

136. Questions?
Send out an SOS:
Kris Hodges
Jennifer Dale
Dorrie Paynter
MktResearcher@twcny.rr.com
JDale@InsideHeads.com
Dorrie@LeapfrogResearch.com

137. Resources

138. Useful Online Resources
 ESOMAR - Guideline on Social Media Research
 Insightful questions for assessing social media listening tools
http://www.esomar.org/knowledge-and-standards/researchresources/24-questions-to-help-buyers.php
 ESOMAR - Guideline on Social Media Research
 Legal and ethical guidelines for SMR
http://www.esomar.org/knowledge-and-standards/codes-andguidelines.php
 “The Promises and Pitfalls of SMR -- Prevailing Discussions and the
Naked Truth”, Annie Pettit
 http://www.marketingpower.com/Calendar/Documents/2012%20Davi
d%20K.%20Hardin%20Memorial%20Award.pdf
 “Chatter Matters -- Social Media Research is Reaching its Tipping
Point”, Ray Poynter
 http://nobullshitmarketing.blogspot.com/2011/10/chatter-matters-
social-media-research.html

139. Useful Online Resources -- cont.
 “Guide to the Top 16 Social Media Research Questions”
http://www.mra-net.org/rq/documents/MRA_IMRO_SMR16.pdf
 “What Data Can’t Do”, David Brooks NYT article
http://www.nytimes.com/2013/02/19/opinion/brooks-what-data-cantdo.html
 Data Science: The Numbers of Our Lives”
http://www.nytimes.com/2013/04/14/education/edlife/universities-offercourses-in-a-hot-new-field-data-science.html
 “The Rise of Big Data: How It’s Changed the Way We Think
About the World”, Kenneth Cukier and Viktor MayerSchoenberger
http://www.foreignaffairs.com/articles/139104/kenneth-neilcukier-and-viktor-mayer-schoenberger/the-rise-of-big-data

140. Useful Online Resources -- cont.
 “Wiki of Social Media Monitoring Solutions”
http://wiki.kenburbary.com/