Social Media Research – the shift from metrics to audience insight

Media analysis experts Commetric partnered with strategic research consultancy Incite to try and understand the possibilities and limitations of using social media research to understand the consumer.

The deck presents real-life case studies as well as recent, cross-sector work examples to illustrate:

• How social media research can go beyond ‘vanity metrics’ and what it can be used for
• Where social media research complements traditional research approaches and where it has limits
• What can be done automatically and what needs human analysis