1. What role does traditional research play, such as focus groups and surveys? What cannot be accomplished or gained solely through social media research?
2. Mary Tripsas and Giovanni Gavetti say, “A firm’s prior history constrains its future behavior.” How can crowdsourcing ideas lead to greater innovation and possible competitive advantage for an organization?
In this exercise, explore the options for social media service. Besides specific research efforts, organizations should put in place a program of continuous social media monitoring that goes beyond the initial social media audit. This is made easier through numerous social media–monitoring services. Refer to chapter 4 on the social media audit to find top free and paid social media–monitoring methods and services. Some services, such as Hootsuite, allow marketers and students to try them out for free. Research these and others and report the best option for your brand and organization.