{"id":1216,"date":"2014-04-29T16:21:03","date_gmt":"2014-04-29T20:21:03","guid":{"rendered":"https:\/\/www.bu.edu\/questrom-magazine\/?page_id=1216"},"modified":"2019-11-14T11:17:08","modified_gmt":"2019-11-14T16:17:08","slug":"turn-tweets-into-turnover","status":"publish","type":"page","link":"https:\/\/www.bu.edu\/questrom-magazine\/summer14\/turn-tweets-into-turnover\/","title":{"rendered":"Turn Tweets into Turnover"},"content":{"rendered":"<p><strong>Big data.<\/strong> It heralds complex spreadsheets full of percentages and ratios, and marketing managers squinting for patterns in a torrent of numbers. But striving for the big picture can leave businesses missing the small stuff\u2014the insightful Facebook comment on shelf placement, the Instagram photo that shows a product being used in an unexpected (and possibly profitable) way. Questrom Professor in Management <a href=\"https:\/\/www.bu.edu\/questrom\/profile\/susan-fournier\/\">Susan Fournier<\/a> says marketers should balance big data with \u201csocial listening\u201d by \u201cattending to the context and meaning of posted thoughts.\u201d<\/p>\n<p>Writing in <em>Harvard Business Review<\/em> with Bob Rietveld, cofounder of the analytics firm <a href=\"http:\/\/www.oxyme.com\/\">Oxyme<\/a>, Fournier suggests \u201cthe beauty of listening to social-media chatter is that one picture or one comment can have an outsized impact on your consumer knowledge and, as a consequence, your profitability.\u201d<\/p>\n<p>It could be as simple as following online product fan pages or industry discussion groups; perhaps even sending an internal email with the day\u2019s best\u2014and worst\u2014customer comments. You need, Fournier and Rietveld write, to \u201cthink like an anthropologist&#8230;learning to appreciate the value of the stray remark and synthesizing bits of information into a higher-order sense of what\u2019s going on. That\u2019s how you make the most of social media as a tool for peering inside people\u2019s lives as they\u2019re being lived and discovering what consumers are really thinking and doing.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Big data. It heralds complex spreadsheets full of percentages and ratios, and marketing managers squinting for patterns in a torrent of numbers. But striving for the big picture can leave businesses missing the small stuff\u2014the insightful Facebook comment on shelf placement, the Instagram photo that shows a product being used in an unexpected (and possibly [&hellip;]<\/p>\n","protected":false},"author":5806,"featured_media":0,"parent":1164,"menu_order":5,"comment_status":"closed","ping_status":"closed","template":"story.php","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Turn Tweets into Turnover - Questrom Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bu.edu\/questrom-magazine\/summer14\/turn-tweets-into-turnover\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Turn Tweets into Turnover - Questrom Magazine\" \/>\n<meta property=\"og:description\" content=\"Big data. 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