FIGURE 1: SOCIAL VOICE VS. SURVEY VOICE
But can social data yield measurements that are
comparable to those from other, more established
forms of research? Is it really possible for brand
managers to tap into these data streams to gain
insight into brand equity?
We believe it is too early to say for sure, even
though social data have been used effectively
by PR and marketing departments for years.
For crisis management and on-the-fly campaign
assessments, social monitoring involves
watching a wide stream of updates in real time
and using those to gauge immediate next steps.
For these purposes, a qualitative sense of the
consumer mood is adequate; the precision of
quantitative research is not required.
But increasingly, insight and brand strategy teams
are interested in using social data, and they would
like to place social measurement alongside other
types of brand metrics (attitudinal, behavioral, and
so on). In this context, social data must be treated
with the same rigor we expect of more traditional
forms of measurement. Therefore, Millward Brown’s
Emerging Media Lab has conducted tests across 60