Published on March 13, 2014
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 firstname.lastname@example.org @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! 0% 25% 50% 75% 100% March April May June July August September October November December January February March April May June July August September October November December January February March 2009 2010 2011 Green = Kaiser Family Foundation survey: family better off with health care reform? Orange = Positive sentiment about health care reform on Twitter ACApassage
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@example.com | @joejohnmurphy | @surveypost
Please tweet! #CASRO @LoveStats #MRX Social Media as a Customer Service Tool Annie Pettit Chief Research Officer Peanut Labs firstname.lastname@example.org @LoveStats on Twitter www.peanutlabs.com :)!
Please tweet! #CASRO @LoveStats #MRX3/12/14 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'
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 over Time News'Men>ons:'Census' TwiUer'Men>ons:'Census'
Census and Privacy News'Men>ons' TwiUer'Men>ons'
Census and Privacy – Closer Look
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