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11.30 - Get to Know the Client Content analysis of client...

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Get to Know the Client Content analysis of client or major issue covered Social media scan of client and issue Ask for their in-house research products Formative Research Write your goals and objectives o Goal: “get great Christmas presents for family” o Tactic: “get up early,” “show from list,” etc What do your stakeholders know? How do your stakeholders feel (attitude)? What do you want your stakeholders to know? Secondary Research Helpful in situation analysis Using secondary data nay mean you don’t need original research in a particular area Use public data from research organizations o Pew: internet, journalism, global attitudes, etc. o Poll: Gallup, Zogby, etc. Quality matters o Not Wikipedia, not some random page Content Analysis Finding materials o Google Alerts o Lexis Nexus o Social searchers – Addictomatic, Twitter search, etc. Search on common terms, misspellings, product names
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