In fantasy football, a sleeper is an NFL player who is believed to have an upcoming breakout season. He is not typically well known and often times an underrated player who surprises everyone with his talent. I believe research is the sleeper of social media. As students, we typically don't recognize the power of research when discussing social media. To many, social media is just an outlet to express themselves and see what their friends/family are up to. However, research is absolutely essential to any strategic social media plan. It helps you understand your target audience. By understanding who views your posts and has an interest in your brand, you can better plan future content to increase awareness and engagement. Facebook is a landmine of information, and a little bit of digging around audience insights can lead to a big reward. From age to gender to location to median income, it holds a wealth of vital information literally at your fingertips. It helps you understand how your audience feels. Whether people love or hate your brand, you need to be aware of it. Social media research provides an affordable way to gauge sentiment towards your brand. Before social media emerged, researchers were forced to spend a great deal of time and money investigating opinions towards brands, but now social media allows initial insights to be easier than ever. It helps you understand what your audience is talking about. One of my favorite experiences from my most recent internship was using Crimson Hexagon topic wheels to investigate what brand audiences were talking about. This insight can be extremely vital because as a brand, if you can tap into relevant conversations with the audience, you can build connections and focus on what is important to them. Although social media isn't about touchdowns and field goals, it's about scoring big with your audience. To do that, research is key. Edited by Anna Pendleton, Director of Publications Image courtesy of: http://www.crimsonhexagon.com/blog/opinion/social-media-analysis-reveals-whats-so-pinteresting/
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