David Rabjohns, CEO of MotiveQuest, wrote a post that analyzed exactly what questions his clients wanted answered by social media research. He found 30 specific questions brands wanted to know. The winners were:

Where are people talking about my brand? (9.8%)

How should I change my messaging? (8.5%)

How much buzz do I have vs. competition/trend? (6.5%)

The questions fit into the below categories:

These broad questions draw a lot of data, which is hard to translate into a simple solution. Social platforms do a good job at summarizing data into aesthetically pleasing graphs, but they rarely walk the user to truly answer their questions. David had a great suggestion for future social software development:

“Great social software should be like great photo developing software.  It should already understand the steps you need to take and then lead you by the hand through the process to get the best end result.”

Read more about social research at MotiveQuest

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