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Where the Locals Eat in San Francisco

NetBase is located near San Francisco—many of us live there—and we like to eat. So who better to offer some insider’s tips on restaurants for those of you attending the ad:tech conference? Here are some of my personal favorites and some recommendations from...

Need a Social Command Center ASAP?

Are you betting the future of your company on an innovative product you’re launching within weeks? Are you close to the release date for a watchdog report on a sensitive issue related to your brand? Or perhaps you’re running the first ads today in an edgy campaign...

Peet’s Coffee Netnography

If you really love Peet’s coffee, you become a Peetnik®, and have “the freshest Peet’s coffee automatically delivered straight from our artisan roastery to your door so you never run out.” The term “artisan roastery” should clue you in to Peet’s positioning—they want...

Southwest Airlines Netnography

According to its news releases, Southwest offers “a reliable product with exemplary customer service.” Consumers agree about the service part, saying the airline’s employees go above and beyond to be friendly and helpful. But the “reliable product” part? Not so...

Hello Kitty Netnography

How cute is too cute? That’s the question for the Hello Kitty brand. The target audience is “pre-adolescent females,” and they think that Kitty, the female white Japanese bobtail cat with a red bow, is, like, totally adorable. But not everyone who’s paying for the...

Swatch Netnography

Swatch wants its watches to be perceived as hip, trendy and affordable. And they are—to some people. But we’re firmly in the realm of fashion here, and that means there’s no objective standard for judging if a watch is stylish or not stylish. Opinions are somewhat...

Dunder Mifflin Netnography

For decision-makers in the entertainment industry, analyzing social media can be a fast, accurate and cost-effective approach to understanding viewer opinions and preferences. Writers, producers, actors and others associated with shows can use social media analysis to...

Labor Day Netnography

Labor Day may officially be a day to recognize the contributions of working people, but for those who get the long weekend off, it’s a time for trips, relaxing and partying. People who have to work, on the other hand, are a bit resentful, and rightly so—aren’t their...