While formal market research has historically represented consumer-centric information, social listening is now considered the most insightful. Review the model, Figure 1, the schematics of social listening, and its application to the social media platform Twitter. List the advantages and disadvantages of social listening for strategic insight, paying particular attention to the error factors discovered from this study.
Twitter is a social media sharing site considered a snapshot of consumer and industry sentiment. Review Figure 1 in this article, then identify how the collective opinion fits into the signal of opportunity. Pay attention to the secondary retweets that measure the interest level of those who have chosen to follow the tweet trails.
Having established a procedure to identify a target audience in Twitter and discover social trends from their collective voice, we now move on to two in-depth case studies that demonstrate how a research study can benefit from our approach. The first case study will provide details on the market research project example we have mentioned throughout this paper, while the second case study performs a comparative analysis on the effects of political orientation on a gender issue.
Table 3 Monthly data statistics of the pools of random Twitter users and tweets
Month |
User count |
Tweet count |
---|---|---|
12/2021 |
22,569,110 |
133,387,546 |
11/2021 |
21,876,935 |
129,462,997 |
10/2021 |
22,175,272 |
133,334,050 |
09/2021 |
21,446,941 |
127,009,377 |
08/2021 |
21,708,191 |
133,447,209 |
07/2021 |
21,979,242 |
133,358,039 |
06/2021 |
21,611,226 |
128,414,906 |
05/2021 |
22,651,068 |
133,741,215 |
04/2021 |
22,138,958 |
129,235,713 |
03/2021 |
22,441,309 |
133,544,952 |
02/2021 |
21,529,017 |
120,703,913 |
01/2021 |
22,317,570 |
133,754,300 |
12/2020 |
21,107,115 |
120,627,976 |
11/2020 |
21,950,691 |
129,635,445 |
10/2020 |
21,889,317 |
133,221,211 |
09/2020 |
22,344,474 |
128,867,950 |
08/2020 |
22,643,060 |
133,302,754 |
07/2020 |
22,930,209 |
133,609,303 |
06/2020 |
22,419,694 |
128,885,150 |
05/2020 |
23,554,291 |
133,389,857 |
04/2020 |
23,420,878 |
129,330,138 |
03/2020 |
23,400,803 |
133,474,640 |
02/2020 |
21,260,800 |
125,029,995 |
01/2020 |
22,275,681 |
133,666,464 |
Total (Unique) |
138,845,242 |
3,132,435,100 |
Rank |
Hashtag |
Frequency |
Rank |
Hashtag |
Frequency |
---|---|---|---|---|---|
1 |
#poshmark |
4,993,200 |
26 |
#fitness |
19,223 |
2 |
#shopmycloset |
3,748,873 |
27 |
#nature |
19,137 |
3 |
#fashion |
2,351,297 |
28 |
#model |
18,601 |
4 |
#style |
1,569,501 |
29 |
#nyc |
18,409 |
5 |
#giveaway |
79,435 |
30 |
#summer |
18,025 |
6 |
#love |
73,497 |
31 |
#quote |
17,928 |
7 |
#etsy |
71,360 |
32 |
#tbt |
17,591 |
8 |
#win |
67,961 |
33 |
#blog |
17,575 |
9 |
#shehnaazgill |
57,871 |
34 |
#shopping |
17,510 |
10 |
#beauty |
54,519 |
35 |
#sidharthshukla |
17,205 |
11 |
#handmade |
48,495 |
36 |
#design |
16,366 |
12 |
#art |
39,531 |
37 |
#life |
16,261 |
13 |
#vintage |
36,432 |
38 |
#gifts |
16,178 |
14 |
#jewelry |
31,311 |
39 |
#sale |
16,084 |
15 |
#ad |
31,195 |
40 |
#covid19 |
16,066 |
16 |
#ootd |
29,427 |
41 |
#sweepstakes |
16,019 |
17 |
#beautiful |
28,299 |
42 |
#android |
15,903 |
18 |
#photography |
27,432 |
43 |
#food |
15,695 |
19 |
#travel |
25,743 |
44 |
#mayward |
15,661 |
20 |
#christmas |
24,971 |
45 |
#androidgames |
15,294 |
21 |
#makeup |
24,902 |
46 |
#cute |
15,289 |
22 |
#music |
22,309 |
47 |
#health |
15,187 |
23 |
#ebay |
21,732 |
48 |
#sexy |
14,926 |
24 |
#gameinsight |
21,027 |
49 |
#tiktok |
14,921 |
25 |
#repost |
20,442 |
50 |
#contest |
14,897 |
Rank |
User |
Frequency |
Rank |
User |
Frequency |
---|---|---|---|---|---|
1 |
@poshmarkapp |
4,917,306 |
26 |
@jeffreestar |
12,816 |
2 |
@ebay |
194,975 |
27 |
@sidharth_shukla |
12,591 |
3 |
@youtube |
141,356 |
28 |
@rubidilaik |
12,017 |
4 |
@etsy |
89,344 |
29 |
@potus |
12,014 |
5 |
@realdonaldtrump |
54,010 |
30 |
@hwanniepromotes |
11,672 |
6 |
@ishehnaaz_gill |
48,226 |
31 |
@ladyincrypto |
10,052 |
7 |
@missufe |
33,847 |
32 |
@weareoneexo |
9932 |
8 |
@chitaglorya__ |
29,150 |
33 |
@barackobama |
9855 |
9 |
@bts_twt |
28,034 |
34 |
@originalfunko |
9700 |
10 |
@maymayentrata07 |
27,304 |
35 |
@gemhostofficial |
9549 |
11 |
@bloglovin |
20,669 |
36 |
@colorstv |
9385 |
12 |
@zazzle |
18,945 |
37 |
@nytimes |
8983 |
13 |
@pledis_17 |
18,372 |
38 |
@taylorswift13 |
8809 |
14 |
@joebiden |
17,717 |
39 |
@cashapp |
8526 |
15 |
@pulte |
17,515 |
40 |
@shill_ronin |
8336 |
16 |
@blackpink |
16,611 |
41 |
@bang_garr |
8062 |
17 |
@eyehinakhan |
16,395 |
42 |
@prctiu |
7762 |
18 |
@sof1azara03 |
16,147 |
43 |
@influenster |
7589 |
19 |
@davelackie |
14,343 |
44 |
@elonmusk |
7452 |
20 |
@fineartamerica |
14,292 |
45 |
@perduechicken |
7404 |
21 |
@etsysocial |
14,251 |
46 |
@netflix |
7366 |
22 |
@barber_edward_ |
14,115 |
47 |
@colourpopco |
7242 |
23 |
@cnn |
13,872 |
48 |
@thesecret |
7191 |
24 |
@amazon |
13,285 |
49 |
@kamalaharris |
7187 |
25 |
@giveawayhost |
13,275 |
50 |
@taegiveaway |
7171 |
Rank |
User |
Centrality |
User |
H-Index |
---|---|---|---|---|
1 |
@jacquelinerline |
0.124 |
@makeupbyshaniah |
191 |
2 |
@ofresell |
0.105 |
@nikkitamboli |
177 |
3 |
@captaincouture1 |
0.099 |
@c**********s |
174 |
4 |
@heliapichardo |
0.098 |
@m********x |
171 |
5 |
@bethpaintings |
0.098 |
@josinaanderson |
161 |
6 |
@katewinstyle |
0.097 |
@alissawahid |
156 |
7 |
@trixie8181 |
0.095 |
@janeyellene |
140 |
8 |
@pinkpretty16 |
0.094 |
@salmahayek |
140 |
9 |
@lashea_hudnall |
0.094 |
@g*************1 |
137 |
10 |
@amyposhboutique |
0.091 |
@rubidilaikofc |
135 |
11 |
@msmaverick2 |
0.09 |
@megastyleph |
133 |
12 |
@micely6391 |
0.088 |
@maliibumiitch |
123 |
13 |
@peanutandjojos |
0.088 |
@ari_maj1 |
118 |
14 |
@chelleztreasure |
0.088 |
@nikkisamonas |
116 |
15 |
@emmasattic98 |
0.088 |
@rubiholiccs |
114 |
16 |
@suzcat12 |
0.087 |
@emilykschrader |
112 |
17 |
@jazziesposhmark |
0.087 |
@famnikki |
111 |
18 |
@poshmarkrebekah |
0.086 |
@ivy_ferguson |
108 |
19 |
@lifesshortbuyit |
0.085 |
@s*************s |
107 |
20 |
@shadowdogdesign |
0.08 |
@sayyess2thejess |
105 |
21 |
@rendon_patsy |
0.077 |
@aquiboni |
102 |
22 |
@krista47005550 |
0.076 |
@life_breakdown |
102 |
23 |
@boondockfinds |
0.075 |
@shivandi |
98 |
24 |
@voudaux |
0.075 |
@hinakhanstan |
96 |
25 |
@michelleroseg33 |
0.073 |
@a************o |
93 |
Rank |
Hashtag |
Frequency |
Rank |
Hashtag |
Frequency |
---|---|---|---|---|---|
1 |
#covid19 |
12,753 |
26 |
#imwithher |
2541 |
2 |
#trump |
10,706 |
27 |
#strongertogether |
2524 |
3 |
#resist |
6515 |
28 |
#biden2020 |
2502 |
4 |
#maga |
6223 |
29 |
#trumpvirus |
2382 |
5 |
#fbrparty |
5979 |
30 |
#tiktok |
2292 |
6 |
#bidenharris2020 |
5941 |
31 |
#trump2020 |
2266 |
7 |
#potus |
5796 |
32 |
#resisters |
2262 |
8 |
#fbr |
5274 |
33 |
#buildbackbetter |
2248 |
9 |
#backfiretrump |
4943 |
34 |
#votebluetosaveamerica |
2200 |
10 |
#vote |
4915 |
35 |
#florida |
2165 |
11 |
#breaking |
4684 |
36 |
#traitortrump |
2161 |
12 |
#fbi |
4564 |
37 |
#lockhimup |
2157 |
13 |
#theresistance |
4061 |
38 |
#trumpcrimefamily |
2153 |
14 |
#moscowmitch |
3801 |
39 |
#poshmark |
2133 |
15 |
#coronavirus |
3752 |
40 |
#biden |
2083 |
16 |
#mitchplease |
3429 |
41 |
#trumprussia |
2067 |
17 |
#gop |
3157 |
42 |
#auschwitz |
1954 |
18 |
#blacklivesmatter |
3073 |
43 |
#scotus |
1904 |
19 |
#smartnews |
2826 |
44 |
#demdebate |
1895 |
20 |
#voteblue |
2770 |
45 |
#giveaway |
1854 |
21 |
#newprofilepic |
2706 |
46 |
#resistance |
1840 |
22 |
#demvoice1 |
2631 |
47 |
#georgia |
1834 |
23 |
#covid |
2591 |
48 |
#texas |
1826 |
24 |
#gh |
2570 |
49 |
#txlege |
1815 |
25 |
#impeachtrump |
2546 |
50 |
#sotu |
1777 |
Rank |
Feature |
Importance |
Rank |
Feature |
Importance |
---|---|---|---|---|---|
1 |
#trump2020 |
0.042 |
26 |
#fbrparty |
0.008 |
2 |
#fjb |
0.038 |
27 |
#trumpshutdown |
0.008 |
3 |
#moscowmitch |
0.034 |
28 |
#impeachtrump |
0.008 |
4 |
#traitortrump |
0.029 |
29 |
#neverforgetjanuary6th |
0.008 |
5 |
#oann |
0.026 |
30 |
#deathsantis |
0.007 |
6 |
#resist |
0.021 |
31 |
#expeljoshhawley |
0.007 |
7 |
#bidenharris2020 |
0.020 |
32 |
#daytona500 |
0.007 |
8 |
#americafirst |
0.019 |
33 |
#fbi |
0.006 |
9 |
#voteblue |
0.017 |
34 |
#prolife |
0.006 |
10 |
#2a |
0.015 |
35 |
#wearamask |
0.006 |
11 |
#bidenharris |
0.015 |
36 |
#trump2024 |
0.006 |
12 |
#istandwithbiden |
0.015 |
37 |
#covid19 |
0.006 |
13 |
#demvoice1 |
0.014 |
38 |
#proudboys |
0.006 |
14 |
#mitchplease |
0.014 |
39 |
#laurenboebertissodumb |
0.005 |
15 |
#getvaccinated |
0.012 |
40 |
#resisters |
0.005 |
16 |
#buildbackbetter |
0.012 |
41 |
#trumpvirus |
0.005 |
17 |
#forthepeople |
0.011 |
42 |
#votebluetosaveamerica |
0.005 |
18 |
#theresistance |
0.011 |
43 |
#morningjoe |
0.005 |
19 |
#godblessamerica |
0.011 |
44 |
#strongertogether |
0.005 |
20 |
#walkaway |
0.011 |
45 |
#lockhimup |
0.005 |
21 |
#trumpisnotwell |
0.010 |
46 |
#americasgreatestmistake |
0.005 |
22 |
#antifa |
0.010 |
47 |
#trumpcare |
0.005 |
23 |
#maddow |
0.010 |
48 |
#holocaustremembranceday |
0.005 |
24 |
#arresttrumpnow |
0.010 |
49 |
#trumprussia |
0.005 |
25 |
#backtheblue |
0.009 |
50 |
#maga2020 |
0.005 |
Rank |
Liberals |
Conservatives |
||
---|---|---|---|---|
Hashtag |
Frequency |
Hashtag |
Frequency |
|
1 |
#metooindia |
2497 |
#timesup |
2151 |
2 |
#timesup |
1909 |
#metooindia |
1579 |
3 |
#metoogr |
1314 |
#blm |
865 |
4 |
#ge |
1042 |
#occupy |
741 |
5 |
#firstthem |
787 |
#metoogr |
712 |
6 |
#metooincest |
729 |
#believewomen |
706 |
7 |
#metooinceste |
666 |
#ibelievetarareade |
679 |
8 |
#india |
529 |
#daca |
662 |
9 |
#veterans |
498 |
#demexit |
652 |
10 |
#rape |
455 |
#union |
650 |
11 |
#believewomen |
432 |
#oligarchs |
650 |
12 |
#metoounlessitsbiden |
419 |
#megabanks |
650 |
13 |
#domesticviolence |
368 |
#corpmedia |
650 |
14 |
#rapeculture |
358 |
#nodapl |
650 |
15 |
#tarareade |
342 |
#sdf |
650 |
16 |
#saraheverard |
322 |
#humanity |
649 |
17 |
#sexualassault |
313 |
#idiocracy |
638 |
18 |
#doctorsaredickheads |
291 |
#ibelievetara |
605 |
19 |
#weasourselves |
286 |
#timesupbiden |
478 |
20 |
#blacklivesmatter |
281 |
#maketellingsafe |
473 |
21 |
#mentoo |
278 |
#csa |
469 |
22 |
#silenceisviolence |
275 |
#dropoutbiden |
469 |
23 |
#doctorsabusetoo |
270 |
#metoounlessitsbiden |
445 |
24 |
#blm |
265 |
#firstthem |
437 |
25 |
#patientchoice |
262 |
#mentoo |
407 |
26 |
#nursesabusetoo |
262 |
#dropbiden |
373 |
27 |
#metoocy |
259 |
#feminism |
366 |
28 |
#anopensecret |
252 |
#tarnishedbadge |
363 |
29 |
#believeallwomen |
246 |
#auspol |
334 |
30 |
#justiceforjohnnydepp |
242 |
#whyididntreport |
318 |
31 |
#ibelievetarareade |
232 |
#blacklivesmatter |
282 |
32 |
#violenceagainstwomen |
229 |
#women |
280 |
33 |
#churchtoo |
219 |
#bjp |
274 |
34 |
#joebiden |
214 |
#kobebryant |
266 |
35 |
#h1news |
193 |
#koberip |
264 |
36 |
#women |
188 |
#feminist |
259 |
37 |
#sexualharassment |
187 |
#believesurvivors |
258 |
38 |
#feminism |
185 |
#joebidenisarapist |
244 |
39 |
#ibelievetara |
182 |
#biden |
241 |
40 |
#metoomovement |
173 |
#feminismiscancer |
240 |
41 |
#patientdignity |
173 |
#bringbernieback |
238 |
42 |
#notallmen |
165 |
#endviolenceagainstwomen |
235 |
43 |
#covid19 |
164 |
#justice |
233 |
44 |
#unstucklife |
164 |
#survivors |
227 |
45 |
#china |
163 |
#covid19 |
226 |
46 |
#hr |
154 |
#neverbiden |
222 |
47 |
#awareness |
151 |
#book |
205 |
48 |
#survivor |
149 |
#survivor |
204 |
49 |
#biden |
144 |
#london |
200 |
50 |
#anuragkashyap |
143 |
#brexit |
199 |