Social media revolves around communities and cohorts, where engagement is key. It’s about building rapport with champions who can become advocates, driving affinity and promoting a vendor’s benefits within and beyond their organizations.

Primary Research’s Role:

Primary research provides topically-based insights that can be shared with mavens and pundits, enhancing knowledge and legitimacy within social media communities. It helps align messaging with the interests, goals, and attitudes of the audience, ensuring that the vendor speaks the same language as the community.

Benefits:

Fosters strong relationships with key influencers, turning them into evangelists who amplify the brand’s message.

Opportunities:

Leverage research to deepen engagement with social media communities, using shared knowledge to build trust and authority.

Challenges:

Ensuring that the content resonates with the community while standing out as a positive, knowledgeable force.