How merging search and social data unlocks what people really think
Social listening uses data from people who know that they are being observed by others. We all know that people can misrepresent themselves on social media from time to time (we’ve all done it).
Search data can reveal what's truly going on inside our heads. We make 5.6 billion searches worldwide every day, and turn to the internet for help and advice when we’re too embarrassed to ask our best friend...or even a doctor. Our most candid and gut-wrenching thoughts and fears.
While search data is frank and honest...and reveals what people are really thinking, social data reflects how people want to be perceived. It reveals the identity that they’re keen to project on the world.
Understanding both of these behaviours is powerful for us, as marketers.
We'll show you how using a combination of search and social data will help you get to the heart of what people truly think about you, your brand or organisation, product or campaign.
What you’ll learn:
The differences and benefits of search data and social data
How to blend insight methods get a true understanding of people
How to use data to inform your work, as well as measure its effectiveness
Practical social and search listening skills that you can use straight away using tools like AnswerThePublic