Facebook and ‘Mediawashing’, a Threat to Market Research? – Nikki Lavoie

Posted by Nikki Lavoie, Chief Commercial Officer, Sky Consulting, France. We know that research participants sometimes cannot or will not be honest in their responses. We know about behavioral economics. We know all the things to say to encourage open and honest discussions and survey responses. But what about our online and social media-based conversations? I’m a Second Generation Facebook user. By this I mean that I’ve been around on Facebook since almost immediately after it was released to universities in the Greater Boston Area (I’ll refrain from listing the year so you can’t do the math). What started out as a site intended to allow students to evaluate one another’s’ attractiveness has become a global commodity used for connecting, promoting, expressing, sharing, and now for market research. One of the interesting trends that has come up in relation to social media outlets, and Facebook in particular, is something I’m going to call “mediawashing” (you heard it here first, write that word down). Similar to greenwashing, mediawashing is the dissemination of disinformation that a person chooses to put forth, typically about themselves or their lives, using social media. In laymen’s terms: people paint pretty pictures of their lives, but it’s […]