Social Response research is increasing in prevalence as savvy businesses learn how to use social channels more effectively. It includes both active and passive forms of data gathering and can be conducted successfully even in businesses that do not have a strong social relationship with their audience.
Active Social Response is the process of engaging with the targeted audience through specific questions, polls, or discussion topics that directly address the areas of interest. It can be conducted through your own social network, or enabled through external social networks, portals, or key players who reach the desired audience. This form of research is ideal for fast, real-time perception snapshots of specific, targeted concepts.
Passive Social Response is the process of tracking topics occurring naturally within targeted social channels. It utilizes technology to assess vast amounts of social commentary to provide trend reporting or to assess the impact of current events, news, and other of-the-moment activities.