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Social Media Marketing Understanding Changes And Algorithms
“We slipped from our obligation to know what consumers are thinking... into believing they are like us; from there we slide further into believing we can think for them and understand their actions.” [William McComb,
Among the more maddening experiences I have as a social marketer is when a project moves into the research phase. This research is commonly understood to involve learning more about the people we serve in order to create or improve the products we offer, the services we deliver or the behaviors we want to encourage them to adopt. Yet, among too many government agencies and nonprofit organizations, this part of the process often leads to bringing in ”the research team.” This research team usually consists of well-educated, serious people whose duty and purpose is to search for the facts. They are often well-schooled in methodology, statistical analysis and the usual suspects of behavior change theories. And they, like their organizational sponsors, are convinced that there should be a solid wall between the “clean" work of research and the “dirty” work of planning programs and interventions. Indeed, in over 20 years of working in this field, I rarely have come across a researcher who has ever immersed themselves in the nuances of program planning or agencies that allowed program planners to participate in 'the research meetings' - so strongly do they believe in the separation of the two! So to make a long story short, researchers go fishing for what they know how to catch (KAB - knowledge, attitudes, behavior and facts), while what the program planners need (yes, I know I am assuming a lot here) is insight into how and why people are thinking and acting the way they do and how we can leverage that knowledge into more effective programs.
Among the more maddening experiences I have as a social marketer is when a project moves into the research phase. This research is commonly understood to involve learning more about the people we serve in order to create or improve the products we offer, the services we deliver or the behaviors we want to encourage them to adopt. Yet, among too many government agencies and nonprofit organizations, this part of the process often leads to bringing in ”the research team.” This research team usually consists of well-educated, serious people whose duty and purpose is to search for the facts. They are often well-schooled in methodology, statistical analysis and the usual suspects of behavior change theories. And they, like their organizational sponsors, are convinced that there should be a solid wall between the “clean" work of research and the “dirty” work of planning programs and interventions. Indeed, in over 20 years of working in this field, I rarely have come across a researcher who has ever immersed themselves in the nuances of program planning or agencies that allowed program planners to participate in 'the research meetings' - so strongly do they believe in the separation of the two! So to make a long story short, researchers go fishing for what they know how to catch (KAB - knowledge, attitudes, behavior and facts), while what the program planners need (yes, I know I am assuming a lot here) is insight into how and why people are thinking and acting the way they do and how we can leverage that knowledge into more effective programs.
8 pages, Kindle Edition
Published November 15, 2017
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