From Social Media to Social Business
Topic 2: The Social Innovation of Market Research
In March 2011, CIC published the first installment in a series of white papers examining the evolution “From Social Media to Social Business”. In “Topic 1: An Overview of the Evolution of Chinese Social Media”, we looked back over the development history of social media in China, the different degrees and stages of enterprise understanding and application of social media, as well as laying out our expectations for social business.
It’s been over a year since we introduced the concept of social business to China and we are pleased to see that “From Social Media to Social Business” has grown beyond the conceptual level. Ever more enterprises are actively engaging in social business; exploring, experimenting and exercising their social business muscles, just as we expected.
In step with the evolution of social business practice, enterprise activity places an ever greater emphasis on social media research and insight. CIC’s 7 years of experience in the field of social media research in China has shown us that, although social media research is unique from traditional market research, integration and innovation of these different but related disciplines can bring even more valuable insight for enterprise.
It is from this vantage point that we embarked on the second installment in the white paper series “From Social Media to Social Business-Topic 2: Social Innovation of Market Research”, which will explain “4 in 1” social media research, its features and the key points of difference with traditional market research. With close reference to our own cases and industry insights, we will discuss the three-fold integration of traditional market research and social media research; “research technology”, “research methodology” and “data and insight”.
Finally, we are honored that several market research experts from various fields accepted our invitation to contribute, including Mr. Chen Jin, CEO of Consumer Search Group(Greater China) and Rotating President of China Marketing Research Association, Mr. Zong Ruixing, Executive Director of Sina Media Strategy Center Data Research Department, and Prof. Jin Liyin, Vice Director of Management School Marketing Department at Fudan University. These illustrious guests share their opinions on the integration and innovation of traditional market research and social media research.
The integration and innovation of traditional market research and social media research remains in the exploratory stage. CIC will continue to explore this field and anticipate greater cooperation and communication across the industry.
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