Social Media Netnography


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Perhaps you have not heard of this term before. Netnography is essentially the study of online behavior. The “official” definition is “The branch of ethnography that analyses the free behaviour of individuals on the Internet that uses online marketing research techniques to provide useful insights. The word “netnography” comes from “Inter[net]” and “ethnography” and was a process and term coined by Robert Kozinets.”

Specific to social media, it is defined as “the discipline of analyzing online conversations that consumers spontaneously share on social media.”

While Mr. Kozinets first talked of this practice in 1998, it has taken on an entirely new form with the advent of social media. Today, there is a wealth of information available to brands, marketers, and businesses, if you know where to look.

To gather customer sentiment and opinions, businesses relied on customer feedback surveys; this is still a valuable method of collecting information from your customers. Some took it a step further, implementing focus groups and online panels, which again are great methodologies. This is all well and good, and many customers are happy to share their thoughts and opinions. More recently though, consumers have taken to social media to share their thoughts and opinions about a million different things every day with friends, family, and others.

Hashtags and Keywords are great for monitoring social media, however there is more out there that you need to consider. Location based social media monitoring will become more valuable to researchers in 2016 because of social media sites like Instagram, Pinterest and Snapchat. Collecting and analyzing it all in one place will make a marketer’s job much easier.


Location based social media monitoring allows you to predict, analyze and act. If you are not using this in your mix you are missing up to 2/3 of your customers activity in social media. It is one of the major reasons we added this software to our repertoire of software platforms because we felt it was too important not to.

How do you monitor social media? What great new software have you used that you love? Please share!

Kathy Doering
CEO of Ann Michaels & Associates, Ltd. Experienced in evaluating the customer journey for business. I believe in using and trying new technologies to interact with the consumer, offer new and exciting engagement that no one else is doing. There has not been a better time to jump in and make the most of all the ways to listen, engage and measure the customer experience. After doing this work for over 25 years I have learned what works and what doesn't.


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