Breaking Through White Noise

One of the challenges of conducting research by listening to social media channels is the sheer amount of noise that exists around any given topic. Twitter alone sees more than 90 million new tweets per day, and everyone knows that only a fraction of that is what we’d call “legitimate” (once you rule out the tweets about how to increase your followers and get a good deal on real estate). It’s hard to hear a clear message amidst so much chatter.

Enter Nigel Legg of Trevanian Legg (a firm specializing in social media research). A recent post on his blog provides a quick tip that might help you break through the noise a bit, at least enough to get a sense of what (and how much) is being said.

He says:

When measuring, you should take a set of data from the period before the marketing activity starts, to find out what the baseline conversations are about.  Then, if the marketing message has lead to the emergence of new topics of conversation about the brand appearing, or reductions in the volume of the baseline conversations, you have a pretty clear indication that the marketing message has had some effect.

You can read his entire post here and check out the rest of his blog at

About Joshua Hoffman

Joshua Hoffman is Technology Specialist at Microsoft and a frequent contributor to Research Access.

Speak Your Mind