Quantitative vs/+ Qualitative at Film Annex Buzz
This is an excellent article written by Nathan Linnell, who is the Director of Analytics at Social Snap. We have not tried Social Snap yet, but his article "How to Move Your Social Media Analysis from the Platform to the Individual Level" is very well written and well thiought out. Film Annex Buzz will be looking at Social Snap now.
Through the miracle of marriage, I am married to a great Qualitative Researcher, Katie Sweeney. I think in a Quantitative way, and over the past two years, Katie and I have frequently discussed how to find this new blend of:
- Public Relations
- Investor Relations
Okay, kind of boring dinner conversations, but I am thankful that someone will listen! Can this "Social Media Strategies" stuff at Film Annex Buzz be blended or should each stay in their own department/box? I think Nathan's article is a good examination and here are some highlights:
- Creating engaging content and encouraging your audience to engage with your brand are important pieces of a successful social media program.
- Less attention seems to be paid to who is engaging, how often they engage, and what they are saying. These pieces of information, however, are vitally important to truly understanding how your social media efforts impact your audience.
- At the individual level, there should be both quantitative and qualitative analysis conducted which when combined will complete the full picture of each individual who is engaging with your brand.
Here he spells out the new version of "80/20 Rule" where 20% of your customers bring in 80% of your revenues.
- The key is to understand which members of your audience are most important to your brand or influential to your audience.
Here he examines Qualitative vs Quantitative:
- There are many ways to look at the data, but on the quantitative side, you will want to look at the frequency at which the individual engages with your brand.
- Quantitative analysis is nice, but combining it with qualitative analysis provides much greater insights into the relationship between your brand and the individuals.
- While everyone who is engaging with your brand is important, you may now find it more valuable to pay extra attention to a particular individual who you know is a good customer or another individual who you know is a top engager or influencer for your brand.
The three questions we ask ourselves and clients everyday are:
- Are you or your company a "Thought Leader"
- In what subject or what topic?
- How do you quantify your leadership?