Comments on: Social Media Is Where The Conversation Starts

By: Naoise Osborne

Naoise Osborne — Mon, 07 Apr 2008 14:30:48 +0000

1,100 is something like a 0.05 or so alpha level (I really can’t remember, but it sounds horrendously familiar), so chances are a random sample (random is important here if we’re talking about representation) of 1,100 people would be representative of … mmm, western civilization?

So it would actually be important that we don’t know *who these 1,100 people are* – if they were all savvy people, that would be a select sample, and the data would be meaningless.

It’s just a math thing, yeah?

http://library.queensu.ca/webir/canlibqual/sampling.htm

By: Jake Matthews

Jake Matthews — Mon, 07 Apr 2008 08:32:40 +0000

Lisa – very well said and I couldn’t agree with you more on the bigger picture you present here.
The last three paragraphs of this post sum it perfectly from the points of view of 1. approach to social 2. signals and what it means to marketers.

By: James Duthie

James Duthie — Sun, 06 Apr 2008 21:02:37 +0000

Even if the data is correct and only 23% of consumers are influenced by blogs and social media, I’d still say that’s a mighty important segment. Bloggers tend to be higher income, technologically savvy influencers – aka early adopters. And as you correctly point out, we start the conversation. Get us on board and others will hear about your product/service.

By: Barry Welford

Barry Welford — Sat, 05 Apr 2008 08:37:40 +0000

Yea, I agree. Let’s hear it for the movers and the shakers. Without us, what would everyone be talking about?

By: Mark Dykeman

Mark Dykeman — Fri, 04 Apr 2008 11:52:22 +0000

The thing that this post MIGHT be on the mark about is that, assuming that the polling sample was relatively random and balanced, awareness of blogging and social media in general and its relevance to the average person might be lower than we like to admit. More people are likely to remember “that Oprah show where she…” or “that Letterman show where he…” than “remember when Scoble said…” because blogging really isn’t a household topic or water cooler conversation outside of businesses and households which actively “tune in” to blogging and social media.

Have said all that, I think you bring up an excellent point about how blogs and social media are instigating many conversations that ultimately permeate through to the mainstream if they have the right kind of appeal. I think bloggers may ultimately responsible for starting enthusiasm for wireless devices, electronic music players, and virtually anything popular made by Apple.

By: robojiannis

robojiannis — Fri, 04 Apr 2008 11:18:02 +0000

I agree with you. Probably the biggest flaw of the research is that it doesn’t say who these 1,100 adults actually are.
The results are open to any kind of interpretation, when the research doesn’t reveal its demographic.
- and I don’t think 1,100 people are a big enough group to draw a such conclusive thesis -

By: Tin Pig

Tin Pig — Fri, 04 Apr 2008 08:10:35 +0000

Excellent post here – specifically in that it highlights how the Pollara study was likely not well constructed. Pitting the trust of friends / family against bloggers simply isn’t a meaningful question.