In 1998, the founders of Google set out on a mission to do one thing: organize the world’s information. Google has come a long way since then, however, and so has digital media. Until recently, social media content was somewhat ephemeral: The more content that was created, the more possibilities got lost in the noise. Related: New Study Details Who Is Using Social Media and When But popular social networks are at last creating order from the chaos, and turning social media content into a powerful research resource for advertisers. Social media, after all, is rich with user-generated content from digital creatives, businesses and brands. The effect has been an overwhelming deluge of information about the world, but more specifically, the kinds of things people worldwide tend to be buzzing about on any particular day. This data can be particularly useful for marketers looking for timely consumer trends and new ways to engage with online audiences.
Read More: How to Use Social Media for Trend Research