I think some comments on products, services, companies, institutions, etc. are being entered on various websites presently. These may help generating analytical reports in the absence of full fledged data.

According to myself we can't take the information blindly from the social media and internet... Before making the proper decision first identify the needs, search for the information apart from web sources it may direct field visit for collection of data, analyze the best source , proper decision before acting on the information and the last may be post purchase behavior and feedback...

All the best dariusz

My view, public social media comments/posts/self absorbed photos etc.. does point a researcher in a very general direction. The question, is understanding the trend, demographic, and potential to take action. All reports demand rigorous context.

I believe generation of objective analytical reports is very feasible but for the highly part it now depends on the subject under discussion. For instance in Zimbabwe there are Comedians who were invited by promoters based on social media data and the analysis proved to be corrected as witnessed by high turn out to the shows. Secondly in post purchase behaviour social media data can be valid as customers usually share their opinions and views via this platform particularly in developing countries. However the data can also be a precursor to guide in market research. Thats my view.

Very interesting various conclusions, suggestions and scientific theses appeared in your discussion.

Your remarks, conclusions, conclusions, scientific considerations are very interesting and enrich the discussions in this topic -

analysis of the sentiment of information contained in social media. Thank you for participating in the discussion.

In your comments, there are different perspectives on the above issues, which significantly enrich this discussion.

I invite you to continue the discussion People interested in this subject.

The sheer volume of social media data makes it a source well worth looking at to identify trending issues. BUT as with all research you have to look at your assumptions and the “population” covered. i.e. more likely to be the views of younger people who are tech savvy. Also, users of social media are “self-selected”. i.e. they are different to the people who do not participate.

If you are going to use social media as an information source you need to do some basic analysis first. What is the “normal” level and type of comments about your brand / organization? Have you been able to find the thought leaders on the social media who contribute to your conversations? Where are they? Can you analyze their motivations? What cluster of issues do they promote? Are they credible in their comments? Or simply emotive?

Is the picture on social media confirmed through traditional methods of research? How does it differ from the views of your target market? And of course, your triangulation checks on the data would be carried out regularly.

Once you have gone through the above exercise then you have a context within which you can evaluate and respond to the media chirps. Definitely have a social media strategy – find out what your market is interested in and try to manage the conversation by putting out relevant stories. You also need someone who will monitor the air waves to pick up issues. They will judge the importance of the comments for your brand and handle them before they become tsunamis.

The problems of the analysis of information contained on social media portals for marketing purposes are described in the publication:

https://www.researchgate.net/publication/322241537_THE_QUESTION_OF_THE_SECURITY_OF_FACILITATING_COLLECTING_AND_PROCESSING_INFORMATION_IN_DATA_BASES_OF_SOCIAL_NETWORKING

I invite you to discussion and cooperation. Greetings