The Social Capital 2012 conference took place on Saturday in Ottawa and more than 220 people turned up to share and learn about the latest in social media thinking, issues and technologies.  One highlight was Kelly Rusk’s session on using social media for research.  Kelly discussed how to effectively research the social web to understand how people interact with each other, organizations and brands.

She discussed the tools and resources ]available and how they can help prepare a social media strategy that supports business outcomes. She broke the process down into  key steps t to build out a strategy that reflects an understanding of people’s thoughts, opinions and preferences and demonstrated how to use this information through a case study which focused on the social media behaviours of cat lovers vs dog lovers.   Here’s some tweets from audience members:

• @M_Gagnier: People don’t read online, they skim & scan
• @sherrilynne: defining search tems takes the most time in a SoMed audit
• @martinwaxman: In soc media research, start wth a methodology that includes search tems, time frame and what you are looking for
• @mel_coulson: automated sentiment analysis doesn’t measure sarcasm in social media

Here’s a short video clip of Kelly’s presentation:

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