The influence of members through social media
Michelle de Laat and Niels van Unnik of the ANWB show how social media can influence political decisions. The ANWB has placed its members at the centre of influencing the government about the untaxed mileage allowance. When social media did not yet exist, it was the ANWB employees who tried to influence politics directly. In the new ANWB strategy, the members are central and the members also influence each other.
The ANWB has launched a travel expenses check on the website. Some 300,000 people have filled in the calculation. By launching this check, people started talking about it and discussing the subject with each other. This has made the voice of the members visible and the ANWB shows that it stands up for its members. The commuter tax has finally been scrapped! The ANWB shows that their presence in social media was large and thus proof that it has had an influence. Not exactly an example of social media research australia telegram data but it does show the power of social media.
The main conclusions of the afternoon:
There is a lot of data available, making a good analysis of it is a profession;
A good analysis takes a lot of time and is mainly manual work;
Social media research is more expensive than expected;
You can't avoid it. When customers talk about you, you need to know;
You gain new insights that you did not ask for;
The voice of the customer reaches the boardroom faster;
If you search for a long time, you can find a lot;
Social media research is also interesting for small businesses.
Social media research is a great new challenge for market researchers. New forms of research make the field of market research exciting. Monitoring alone will not get you there as an organization. At the moment, it still takes a lot of time. A tool that is even better at text analysis would really fill a gap in the market. But it certainly has added value, even now. It can provide you with additional insights in advance, but also afterwards. Do you want to know what is being said about your company on social media? Go and search and imagine yourself as James Bond!