We work with a lot of brands who put a great deal of time and effort into social – as do many of their customers. One thing that’s so interesting to us and painful for them centers around negative comments, and there’s plenty to go around. Posting something negative requires effort, so we can assume that these individuals feel mistreated, upset or discouraged in some way. But what does posting do for them? What do they expect? We thought we’d ask you to weigh in (gasp) quantitatively! Let us know your thoughts and check out the poll results. Thanks.
The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.
, VP, C&R Research