Facebook may not be a search engine but branded communities and tribes exist on the world’s biggest social media site. Therefore it is useful to consider the ways in which Facebook can aid a marketer to better understand consumer sentiment and market size.
- [Voiceover] Facebook is the world's…most prominent social media platform.…However, we must remember…that it does not have a leading share of the search market.…Therefore, Facebook cannot show us…how many people are searching for any particular cause.…However, there are other useful indicators…which we can find when we use Facebook as a research tool.…For example, whether there is a strong community support…for particular brands or products.…Here we're going to measure things like Facebook likes…or the amount of Facebook followers…or we could look at qualitative consumer research…such as consumer sentiment.…
Here we're going to monitor the feedback and reviews…across Facebook that we can find.…We can also look at consumer behavior…related to online purchases.…That's because Facebook allows us to target visitors…according to their online purchase behavior.…Here on the Lynda library,…you'll find very extensive resources…to help you master the Facebook marketing environment.…The insights produced by Facebook are different…
Adriaan Brits consults with organizations all over the world at improving their market research practices. Here, he shares his knowledge with you. Using data from big (and free) online ecosystems such as Google, Facebook, and LinkedIn, Adriaan shows how you can measure consumer demand, trends, market competitiveness, and direct competition. He also introduces some premium toolsets used by professional marketers. By the end of the course, you'll have the skills to conduct your own independent research and investigate your customers and competitors online.
- Conducting quantitative and qualitative research
- Understanding the limitations of what you can research online
- Using Google AdWords, Facebook, and Amazon to measure demand
- Using LinkedIn and Google to measure competition
- Seeing marketing research in action
- Using free or premium tools to carry out online research
- Using Alexa, SEMrush, and SimilarWeb for in-depth research