Comments on: Why Facebook really can’t be your online research community

By: FreshNetworks Blog » Blog Archive » Facebook’s monetisation plan? Market research.

Mon, 02 Feb 2009 23:40:30 +0000

[...] written before on this blog about why Facebook really can’t be your online research community. Facebook, and indeed other social networks, isn’t suited to getting the depth of qualitative [...]

By: Matt

Matt — Wed, 12 Nov 2008 10:59:06 +0000

Simon – you’re right about the air of unprompted spontaneity in Facebook groups, but I think you can get a real element of this in online communities too. Rather than a panel, online focus group of other online research tools, a community will see a lot of organic and spontaneous comments. In ones that we have run at FreshNetworks it is often in these comments that you get the most use for brands.

Of course there is a real benefit of watching what people say in Facebook (and LinkedIn, MySpace, forums and other places online) and I’d recommend an approach that includes monitoring of this. It can be great to pick up the odd piece of information, a bit like overhearing somebody talk about your brand at a bus stop.

Matt

By: Simon

Simon — Wed, 12 Nov 2008 00:31:40 +0000

Matt – I agree with you, but don’t you think that Facebook groups have an air of unprompted spontaneity and lack of self-consciousness that structured research communities lack?

Though even with that advantage, the drawbacks are so huge for me to give Facebook a wide berth for strategic tips

By: Ben Werzinger

Ben Werzinger — Tue, 11 Nov 2008 21:33:36 +0000

Great post Matt. While keeping an ear to the ground through these larger social networks may help you spot ideas or opportunities, a research community will really help you drill down on the specifics. Many times true research insights emerge after a series of activities or focused exercises/conversations. You learn so much through this process. We blogged about a similar topic as well (http://www.pluggedinco.com/2008/11/03/why-not-use-facebook-for-an-online-research-community). We are noticing that a lot of clients are considering trying to bundle their research (among other efforts) inside of larger social networks.

By: » Why Facebook really can’t be your online research community

» Why Facebook really can’t be your online research community — Tue, 11 Nov 2008 19:34:20 +0000

[...] In each of these there are things that the brand could learn – from ideas for advertising , to discussion on free Wi-Fi in store, to discussions about whether their drinks are kosher. These are all great discussions, but from a research .. More [...]