social media chatter
This cartoon is part of a series I developed with Motista to parody the state of traditional market research. Motista is giving away a signed print of this cartoon to the first five readers who share a comment or suggest a cartoon idea at the Motista blog.
It cracks me up whenever I see a PowerPoint presentation that uses social media quotes as support points. The quotes are intended to demonstrate that there’s a whole movement of consumers that agree with the argument in the presentation.
Skimming social media is DIY market research. Marketers can do it themselves without requiring agencies, budget, or very much time. It can be tempting to use social media quotes in lieu of traditional market research.
Yet verbatim social media quotes are meaningless when taken out of context. It is ridiculously easy to find social media quotes to support any possible position you choose to take.
There can be a lot of noise for very little signal.
Motista co-founder Alan Zorfas expands this topic on their blog, including this insight:
“Current research options actually separate us from what’s really motivating our consumers. In a continuous state of compromise, the marketer here has to consider the expense, the wait, the time and the faults of existing options.”