http://quantummousetrap.disqus.com/Mark Eduljee's blog: Business, Social Media & Life strategiesenTue, 30 Nov 2010 07:05:11 -0000http://www.markeduljee.com/the-difference-between-monitoring-and-listening-to-social-media/#comment-105030197<p>Mark, great post. You made some very important points.</p><p>In marketing, we define the differences you discuss as the difference between market research and a marketing information system -- with market research being more like listening and a marketing information system being more like monitoring. Both are necessary, but each has a unique contribution to the success of the firm. Unfortunately, just as you mention in your post, there's been a tendency to forgo market research in the belief that a marketing information system was sufficient to provide necessary insights.</p><p>The appeal of marketing information systems is they measure things that are often easy to measure; sales, ad spend, penetration, market share ... They don't get at the critical attitudes, beliefs, culture and social landscape that explain the sales, penetration, market share. Thus, when something "bad" happens to the concrete measures, its a guess as to what to do to fix the problem (or even what the problem is) and make things better.</p><p>One change wrought by social media is that market researchers no longer control the flow of information toward answering specific questions -- listening involves being a fly on the wall and eavesdropping on conversations. Unfortunately, most market researchers don't have the ethnographic training to interpret such unstructured data (unless they were trained differently than in the 5 universities where I've taught). As educators, we need to close this gap to empower marketers to effectively listen to their markets.</p>Angela HausmanTue, 30 Nov 2010 07:05:11 -0000http://www.markeduljee.com/i-want-a-lollipop-now/#comment-66077466<p>Nope. Any suggestions? Insomnia &amp; me are like pals now ;)</p>Pashang EduljeeWed, 04 Aug 2010 16:00:02 -0000http://www.markeduljee.com/i-want-a-lollipop-now/#comment-65932118<p>Did you figure out what you needed to do to go back to sleep though!? :)</p>Mark EduljeeTue, 03 Aug 2010 18:57:57 -0000http://www.markeduljee.com/i-want-a-lollipop-now/#comment-65520229<p>Most mind refreshing Blog found on a night-out with insomania :-/<br> - Pashang Eduljee</p>Pashang EduljeeSat, 31 Jul 2010 18:03:28 -0000http://www.markeduljee.com/i-want-a-lollipop-now/#comment-58570408<p>Wonderful post, exactly what I needed :) <br>Thank you!</p>GuestFri, 25 Jun 2010 03:52:39 -0000http://www.markeduljee.com/rocky-the-activity-ninja/#comment-58464821<p>I made it! I rock! Thank you so much for this ;)</p>GuestThu, 24 Jun 2010 12:46:10 -0000