I hate social media research because: It’s too expensive #8 #MRX


I recently wrote a blog post citing ten of the biggest complaints about social media research. Today I address complaint #8.

Social media research is too expensive.

My sincerest apologies, butsocial media research companies aren’t charities. Here’s why.

When you engage a survey company, you expect them to write high quality survey questions that address your specific needs.
When you engage a social media research company, you expect them to build high quality variables that address your specific needs.

When you engage a survey company, you expect them to create appropriate Likert scales for the survey questions.
when you engage a social media research company, you expect them to score sentiment on Likert scales as accurately as possible.

When you engage a survey company, you expect them to clean out random responders, straightliners, and incentive seekers.
When you engage a social media research company, you expect them to clean out spam and irrelevant data.

When you engage a survey company, you expect them to ensure that the responders are an appropriate selection of people.
when you engage a social media research company, you expect them to ensure that the responders represent all of the relevant websites where people chatter about your brand.

When you engage a survey company, you expect them to behave ethically, to avoid interacting with children without permission, to avoid using personal information, like email addresses and home phone numbers, without permission.
When you engage a social media research company, you expect them to behave ethically, to avoid collecting information from children, to avoid using personal information, like email addresses and children’s facebook pages, without permission.

You see, when you engage the services of a social media research company, you have agreed to work with a company that holds the same high standards of quality and attention to detail that you expect from survey companies. Quality costs money. End of story.

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