Companies are starting to wake up to the importance of social media, but they are still mostly in the dark about how consumers use it. The international online research agency YouGov plans to shed some light on that with a new quarterly survey.
The company has announced that its first Social Media Tracking Study will be released next month, based on 2,000 interviews. The aim, says head of media consulting David Lucas, is to give marketers an insight into the habits of internet users who frequent social networking sites such as Facebook and MySpace.
This should give advertisers some valuable information about user behaviour and insights into how best to optimise their marketing activities. One key bit of information will be what users think about the way companies present themselves on social media sites.
More details here.