Social Media Research

Are Brands Overvaluing Facebook and Twitter? Let’s Find Out

badge jay says Are Brands Overvaluing Facebook and Twitter? Lets Find OutAs I announced recently, I’m partnering with global market analysis firm Edison Research on The Social Habit, a comprehensive, quarterly study of how Americans use social media, why, and to what end.

 Are Brands Overvaluing Facebook and Twitter? Lets Find Out

The Social Habit pre-orders now available.

Edison (who is the exclusive provider of exit polling data for Presidential elections, among other things) is handling the research, and is using a rigorously controlled, randomly sampled panel of 3,000 Americans to produce The Social Habit. I’ll be helping with context, promotion, and interpretation of the findings along with Jason Falls and Mark Schaefer.

Winners of our Social Media Research Contest

We had nearly 100 submissions to the contest we launched last week, asking for important social media questions that remain (heretofore) unanswered. We selected three winners, whose questions will be incorporated into the Social Habit research. Susan Baier, Rhonda Hurwitz, and Steve Dodd will each receive a free copy of the research (which is now available on pre-order for just $297).

I was especially interested in Steve’s question, because I ponder it a lot myself, and regularly get asked variations of it by our consulting clients. Also, Steve is a revenue consultant for early-stage technology companies, and a trustworthy Canadian.

When people research products and services they want to buy, where do they look? Facebook, Twitter (or other similar properties), blogs, user forums, reviews, [and/or] company websites?

I asked Steve to elaborate on why the impact of social media on research and purchase behavior is such an important data point to include in The Social Habit.

Steve Dodd: Basically, I suspect the social monitoring, analytics and advertising spaces are focused on the big social networks like Twitter and Facebook, and because of that miss so much of the real commercial value of the deeper social web where people go to make purchasing decisions.

There are millions of specialty sites out there where people share information about specific products and topics of interest. People search for these sites to get “real” insights into whatever it is they happen to be thinking about at any point in time.

These might be the places where brands can have the most impact over time, rather than Twitter and Facebook. It’s fundamental direct marketing. Be at the right place at the right time. When/where is that? When a potential buyer is at a decision point.

This is a topic I’m very, very passionate about.

We Can Handle the Truth

Terrific question and perspective from Steve, and we’re going to find out whether he’s correct in the assumption that brands are putting too much stock into the Big Two of social networks, and not enough stock into the deeper/broader social web.

The Social Habit findings will not only address Steve’s question, but subscribers also get:

  • A demographically weighted/balanced online survey of 3,000 US social media users, 12+
  • Approximately 100 pages of proprietary information about the state of social media
  • More than 50 easy-to-use, impactful charts and graphs
  • Valid, statistically significant answers to the most pressing social media questions
  • White paper summary, including actionable recommendations and insights for companies
  • Access to an exclusive customer Webinar where findings will be released and discussed by me, Edison, and the other partners

(download the most recent version of The Social Habit for free here). Subscribers receive exclusive access to the results – they will not be published publicly.  It’s just $297 for the next two weeks. We’ve priced it reasonably so that businesses of all sizes can afford it.

Perhaps most interestingly, companies can work with us to insert custom questions (like Steve’s) into The Social Habit survey. For example, if you wanted to know whether Pinterest users are disproportionately frequent travelers, and to which states, and at which hotel chains, etc. we can produce that information in a statistically sound fashion for you. Custom questions like that are $1997, which is many thousands of dollars less than custom research typically costs. Of course, there’s a limited number available, so if you’re interested let us know ASAP please.

Here’s all the details on The Social Habit pricing and ordering.

Also, we just published a FAQ about The Social Habit on the website, if you’re interested in the mechanics.

Thanks for your support of solid social media research! And congrats to Steve, Susan, and Rhonda for their victory.

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Related
  • betsykent

    Hey Jay,I subscribe to way too many blogs about Social marketing, but yours is by far the most informative, useful, and insightful. Thanks so much for making me better at what I do for my business and for my clients. Betsy

    • http://www.convinceandconvert.com JayBaer

      betsykent Thanks very much Betsy. I appreciate that. 

  • http://rockthestatusquo.info/ CarrieMorgan

    So excited to see this come out! Love Susan’s work (her Twitter is https://twitter.com/susanbaier without the underscore, btw). It is so true that Facebook and Twitter are not the “end all be all” of social media. You inspired a blog post on the topic this morning, and I thank you for that! While the top four social media sites have their place, I think they are far more about customer retention and loyalty (Facebook), awareness and education (Twitter), website traffic (Pinterest) and networking (LinkedIN) than generating new business. Businesses are overlooking the value of online comments and reviews, and I see that as a powerful part of social media. What’s more social than people talking about products they’ve bought, or leaving reviews about services they’ve purchased? Many companies don’t have campaigns in place to generate online reviews, and that’s a mistake. Mind if I link to my post on the topic? Comments VERY welcome; it’s a fun topic! http://rockthestatusquo.info/2012/08/03/there-is-far-more-to-social-media-than-just-facebook-and-twitter/.

    • http://www.convinceandconvert.com JayBaer

      CarrieMorgan Thanks Carrie. D’oh! I should be able to get Susan’s Twitter handle right, as we only worked together for years! I’m an idiot sometimes. Love your post. Great job!

      • http://rockthestatusquo.info/ CarrieMorgan

        JayBaer NEVER an idiot, Jay! Well, maybe (very) rarely. But aren’t we all?!?

  • steve_dodd

    Jay, thanks for taking this on!!!! Obviously others are wondering the same thing.  Really anxious to see what you discover as you research this more deeply.

  • LinkWorxSeo

    @jaybaer Some companies do place a lot of faith in social marketing. It is even more beneficial if you have a full team available though.

  • ubezpieczyciel

    RT @keewood @jaybaer @keewood: Are Brands Overvaluing Facebook and Twitter? Let’s Find Out http://t.co/8KwAOHVs HELLO

  • BlackaDaDon_

    @jeanlucr (HOT NEW VIDEO/VLOG Cheffie and Blacka da Don #WholeThang http://t.co/Bp0X10ug #ByAnyMeans #BackAtIt