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Social Networking for Rookies by LID Editorial

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CHAPTER 8

Marketing yourself andyour business throughsocial networking

Market research

Traditional offline market research tends to use questionnaires and focus groups to canvass opinion. The flaw in traditional research is that opinion is just that – someone’s thoughts on the matter, but not necessarily their motivation to buy. Many products have failed at the checkout because, while opinion showed the product was great, the pull to buy wasn’t strong enough. So how can social networking help you avoid that mistake?

People are much more candid in their thoughts and feelings on their blogs and in community groups and discussions than they are in focus groups and surveys, where they tend to give what they think is the “right” or acceptable answer. ...

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