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Who needs surveys when you can scan social media? - Sinickas Communications, Inc.

Who needs surveys when you can scan social media?

This article was originally published in Strategic Communication Measurement, December 2010/January 2011. Melcrum Publishing Limited, London, UK (2011).

Seeing what people are saying about your organization on social media provides a window into your audience’s perceptions. However, those perceptions might be skewed just as much as if the window you’re looking through is clouded or cracked.