Public relations research has evolved from the time of the simple survey, or observation to see how the public likes a product or type of entertainment. Social media has broken through as a method of qualitative research and is being used in many industries across the country.
While reading Francesca’s blog about how social networks is connected to how the public feels about movies. The movie industry is taking a different route when deciding to conduct qualitative research. Instead of conducting focus groups, giving out surveys, or making observations they are utilizing YouTube and other social networks to get feedback from the public. The study that was done was a movie company put the movie’s trailer on YouTube and waited to see how many people commented on it, and what the feedback was. This was a great way to use social networks in a company’s advantage it is free to post on YouTube, and all of the feedback was voluntary and will work in a positive way for this company.
Another way technology was used to get feedback from the public was displayed in Laura’s blog. She discussed how social media is using forums to discuss and post questions about celebrities, fashion, and the Entertainment Industry. This is once again a great way to utilize the fast growing world of social networking. It is on the Internet, so it most likely is free and everyone has access to it. Laura makes it clear that the old-fashioned way of conducting qualitative research is probably better, but I believe this is a great start for our always-changing society.
Let’s face it technology is changing at the speed of light, or it sure feels like it, and we have to do everything in our power to keep up with it. This is happening everywhere from college campuses basically going paperless, to the PR industry using the Internet to conduct their qualitative research. Everything we are used to is changing rapidly, and we can choose to ignore it, or embrace it and just enjoy the ride.
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