How social media can help small organisations to understand the strength of their brands – Part 3

Social media enables small organisations to overcome historic ‘barriers to information’

So the answer to the question that has challenged me over the years is that brand managers need to develop an adequate understanding of how people feel emotionally about their brand relative to competitors.  This is the most important area to understand.  Continue reading

Social media, smaller businesses and gathering customer information in practice: the second step

In the first post of this strand I covered my interest in working with a small business to use social marketing to gain useful customer information, and the first steps I’ve taken to do this.  I finished by saying that the next task was to develop a strategy for this company’s social media activity Continue reading

How social media can help small organisations to understand the strength of their brands – Part 2

Conventional market research fails to meet the needs of small organisations

One question that has challenged me over the years is ‘how do you really identify the attributes that are the most important?’, given what we know about the potential unreliability of the answers from conventional market research.  The market research industry has devised ways to address this, but these tend to be beyond the reach of small organisations. Continue reading