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RTI International
RTI International is a trade name of Research Triangle Institute. www.rti.org
Social Media for Research: Top 5 Questions and Answers (in 5 minutes)
Joe Murphy
@joejohnmurphy @surveypost
RTI International
1. Can social media replace surveys?
! Short answer: no
! Longer answer: yes, if you accept that social media is like a giant, poorly designed opt-in survey – No limit on responses or types – Everyone can see each others’ answers – What’s the question?
RTI International
2. How do social media users differ from non-users?
RTI International
3. Does sentiment analysis really work? ! It depends!
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100%
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2009 2010 2011
Green = Kaiser Family Foundation survey: family better off with health care reform?
Orange = Positive sentiment about health care reform on Twitter
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RTI International
4. Hasn’t there been a lot of research showing social media is really effective in research?
! Yes, but be a smart consumer. Watch out for:
– File cabinet effect – Curse of big data – Transparency in methods – Face validity
"Public health researchers and hospitals can use Facebook “likes" as a proxy for hospital quality and patient satisfaction."
Really???
RTI International
5. With all these caveats, is there a point in looking at social media? ! YES!! When it is fit for use and done ethically.
! Designing new questions and needing context – E.g. What other topics get discussed along with certain health issues?
! Cognitive pretesting – Crowdsourcing approach to investigate single items
! Recruitment/sample building – Nonprobability: convenience, respondent-driven (RDS) – Probability: if target is those using social media, can be done
! Linking social media and survey responses – E.g. ask survey respondents if they would supply Twitter handle and incorporate
Tweets in analysis
RTI International
With all these caveats, is there a point in looking at social media? ! YES!! (Cont.)
! Outreach/Dissemination – Identify existing social media groups who can endorse or allow for
encouragement to participate – Use social media to generate interest in research findings
! Locating – When a phone number or address cannot be found
! Diary studies – No need to develop new software – Let people respond using a platform they know
! Voice of the customer, CRM, online communities
[email protected] | @joejohnmurphy | @surveypost
Please tweet! #CASRO @LoveStats #MRX
Social Media as a Customer Service Tool Annie Pettit Chief Research Officer Peanut Labs [email protected] @LoveStats on Twitter www.peanutlabs.com
: )!
Please tweet! #CASRO @LoveStats #MRX 3/12/14 2
#fail
Please tweet! #CASRO @LoveStats #MRX 3
Facebook User
Facebook User
Facebook User
#ftw
Please tweet! #CASRO @LoveStats #MRX
There ARE Rules
1. Be prompt 2. Be human 3. Be genuine 4. Be respectful 5. Don’t pass the buck
4
Please tweet! #CASRO @LoveStats #MRX
Most Important Rule
• Don’t cross the invisible fence
3/12/14 5
Discovering page interests of specific audiences
FACEBOOK AD TARGETING
! Goal:
On Facebook and Twitter, help client optimize ad reach (CTRs, Page Likes) to a target audience
! Target Audience:
! Ages 18-54 years old
! “Low SES” is defined as those who have not completed high school or have at most completed high school (or equivalent)
! Cigarette Smokers
Target Audience & Goal
X
Easy to target a specific age range
✔
?
1. Survey: Screen respondents for target audience demographic and behavioral characteristics; offer broad category interests
2. Scrape: Scrape respondent’s Facebook data
3. Analyze: Look for consistency between stated category interests and actual page categories
4. Follow-up: From intersecting list, narrow category interests to specific “top 10” pages and ask for specific page “likes” to extend reach
5. Create Model & Test: Run A/B test using test ad and feed results back into model
6. Repeat.
Process
Scraping: Consent
4
Ask for consent to scrape Facebook data
Facebook app again asks for consent and makes clear what is going to be scraped
Page categorization
5
Broad Categories (“Forest”): Specific Categories (“Trees”):
TV Shows: Much more likely to like a television show FB page
Females: Family Guy and Sponge Bob FB pages Males: The Simpsons FB pages
Music: Much more likely to like music FB pages FB pages of Vin Diesel and Wiz Khalifa; < 35 females: Eminem, Lil Wayne, Nicki Minaj, and TI; < 35 males: Will Smith
Food/Restaurants: More likely to like fast-food restaurant FB pages & much more likely to share responsibility of grocery shopping
Taco Bell, McDonalds, Coca-Cola FB pages
Magazines: More likely to like magazines within specific genres
Females: Cosmopolitan magazine FB pages Males: Fitness magazines FB pages
Alcohol: More likely to like alcohol FB pages Jack Daniels/Jim Beam FB pages, and less likely to like Absolut Females: Smirnoff
Sports: Slightly less likely to engage with sports FB pages
Males only: FB pages of Ultimate Fighting Championships and the NFL
Politics: Not likely to engage with political FB pages
Males only: More likely to have served in the military
Employment: Less likely to work in healthcare
Shopping: no significant difference in category Amazon.com and Walmart FB pages
Low SES Smoker Profile
6
When compared to high SES smokers (p=.05, n=500)
U.S. Census Bureau and Social Media Jennifer'Hunter'Childs'
Center'for'Survey'Measurement'U.S.'Census'Bureau'
Our Progression
! Listening'! Reac>ng'! Engaging'! Learning'
Listening
Reacting
Engaging
• A'“Merry%Band%of%Loveable%Nerds…”'–HarEord'Courant'
'• “The%Undiscovered%Gem%of%
Federal%Twi;er%Feeds…”—Business'Week'
120,217'Followers' 47,137'Followers'
Learning
Learning over Time News'Men>ons:'Census'
TwiUer'Men>ons:'Census'
Closer Look
Census and Privacy News'Men>ons'
TwiUer'Men>ons'
Census and Privacy – Closer Look