What is Netnography?

What is Netnography?


In 1995, in a world before Google
and before social media, Robert Kozinetz discovered
the art of netnography; listening to Star Trek fans having
conversations on chat forums. Even back then, Kozinetz understood that the conversations
taking place online had value. Of course, today there are millions of conversations
taking place about your business, your marketplace and your industry sector, which could be useful if it wasn’t so
unstructured and all over the place. No one expects you to go on
Twitter and spend hours scrolling. just in case you find a
conversation of interest, but if you could make
sense of all this data, it could really have an
influence on your business. There is a way of bringing
structure to this data. By setting up keyword
alerts on competitors, on your own brand, on key influencers, on industry associations or
key customers and competitors, you can really start to understand
what is going on in the marketplace. Of course, not everything will be a value. and there is a chance you may
miss some key things. However, the things that do come into your inbox, will supply you with inordinate
value in only 10 or 15 minutes a day, giving you insights into customers, into competitors into the
marketplace in general, and informing the business
decisions that you make. Social media monitoring
software and alert systems. will allow you to choose the
keywords that you want to follow. It might take a little bit
of testing and measuring, but over time you can refine these to
make sure the information that comes to you is really useful. Online listening can be a really key
tool for your business and of course, if you want to impress a few people,
tell them that you use netnography. If you’ve got any questions, please leave them in the comment box and
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