Searching for Consumer Insight in Online Social Media

By Julie Wittes Schlack and Michael Jennings - via Communispace

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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