1. the concept and characteristics of social media

Social media refers to the user as the center, through the Internet technology and platform, to achieve information sharing, communication and collaboration between users of the network media. The main features of social media are the following:

User-generated content (UserGeneratedContent,UGC). Social media content is primarily created, uploaded and published by users, rather than by professional media organizations or editorial teams. Users can choose different content forms according to their own interests and needs, such as text, pictures, audio, video, etc., to express their opinions, feelings and experiences, and interact and communicate with other users.

User engagement and interaction. Social media users are not only content producers, but also content consumers and disseminators. Users can comment, like, forward and collect their own or other people's content through social media platforms, so as to form social relations and community atmosphere among users and enhance users' sense of participation and belonging.

User autonomy and diversity. Social media users have high autonomy and diversity. Users can choose different social media platforms and functions according to their own preferences and needs, freely express their personality and style, and show their diversity and differentiation. The user groups of social media also show diversified characteristics, covering different dimensions such as age, gender, region, education, occupation, income, etc., reflecting the diversity and complexity of society.

Classification and Application of 2. Social Media

There are many ways to classify social media. According to different dimensions such as content form, functional characteristics, and user purpose, social media can be divided into the following categories:

Social networks (SocialNetworkingSite,SNS). Social network refers to the user profile as the core, through the establishment of friends, to achieve information sharing and social interaction between users of the social media platform. Typical representatives of social networks include Facebook, WeChat, Weibo, QQ, LinkedIn, etc.

Instant Messaging (InstantMessaging,IM). Instant messaging refers to a social media platform that takes real-time communication as its main function, provides text, voice, video and other communication methods, and realizes point-to-point or group dialogue between users. Typical representatives of instant messaging include WeChat, QQ, WhatsApp, Telegram, etc.

Content Community (ContentCommunity). Content community refers to a social media platform that takes user-generated content as the main resource and realizes content sharing and communication among users through content uploading, browsing, commenting, and evaluation. According to the form of content, the content community can be subdivided into blogs, microblogs, videos, pictures, music, questions and answers and other subcategories. Typical representatives of the content community include YouTube, Douyin, Instagram, Zhihu, Douban, etc.

Collaboration platform (CollaborationPlatform). A collaboration platform is a social media platform that provides multiple collaboration tools such as documents, forms, and slides with the main purpose of users working together to achieve task assignment, schedule management, and file sharing among users. Typical representatives of collaboration platforms include GoogleDocs, Tencent documents, DingTalk, and enterprise WeChat.

Social shopping (SocialShopping). Social shopping refers to a social media platform that takes user shopping as the main behavior and realizes the exchange and influence of shopping information among users through the display, recommend, evaluation and sharing of goods. Typical representatives of social shopping include Little Red Riding Book, Pinduoduo, Taobao Live, Jingdong Micro-Union, etc.

The application scenarios of social media are very extensive, involving people's life, work, study, entertainment and other aspects. The main application functions of social media are as follows:

Information acquisition and dissemination. Social media is an important channel for people to obtain and disseminate information. People can learn all kinds of news, information, knowledge, opinions, etc. through social media, and they can also publish and share their information through social media to expand their influence and popularity.

Social relations and community building. Social media is an effective tool for people to establish and maintain social relations. People can keep in touch with relatives, friends, colleagues, classmates, interest lovers, etc. through social media. They can also join and create various communities through social media, participate in and organize various activities, and enhance mutual understanding and trust.

consumption decisions and the shopping experience. Social media is an important reference for people to make consumption decisions and shopping experience. People can obtain and compare information of various goods and services through social media, such as price, quality, evaluation, word-of-mouth, etc., and can also participate in and enjoy various shopping activities through social media, such as group purchase, second kill, live broadcast, lottery, etc., to improve their shopping efficiency and satisfaction.

Personal expression and self-realization. Social media is an effective way for people to express and realize themselves. People can show and share their life, work, study, hobbies and other aspects through social media to reflect their personality and value. They can also learn and improve their skills and knowledge through social media to achieve their own growth and progress.

The Value and Significance of 3. Social Media to Consumer Research in Garden Tool Industry

Consumer research refers to the process of collecting, analyzing and using consumer information to understand consumer needs, preferences, behaviors and satisfaction, and provide basis and guidance for market strategy and product innovation. Consumer research is an important part of the garden tool industry, which has an important impact on the competitive advantage and market development of garden tool enterprises. As an emerging network media, social media provides new opportunities and challenges for consumer research in the garden tool industry, and has the following values and meanings:

Provides massive amounts of consumer data. The number of users on social media is huge, and a large amount of user-generated content is generated every day, involving various topics and topics, including the use of garden tools, evaluation, recommend, discussion, etc. These contents reflect the real needs, preferences, behavior and satisfaction of consumers, provide a large amount of consumer data for garden tool enterprises, help garden tool enterprises to understand the psychological and behavioral characteristics of consumers, find the potential needs and problems of consumers, and improve the efficiency and quality of consumer research.

Achieve real-time consumer feedback. Frequent user interaction on social media and rapid content updates can reflect the latest views and feelings of consumers in a timely manner, providing real-time consumer feedback for garden tool enterprises, helping garden tool enterprises to adjust and optimize their market strategies and product innovation in a timely manner, improving consumer satisfaction and loyalty, and enhancing the market sensitivity and competitiveness of garden tool enterprises.

Increase consumer engagement. User participation on social media is high. Users are not only producers and consumers of content, but also disseminators and influenders of content. They can interact and communicate with garden tool companies and other users through social media platforms., Such as comments, likes, retweets, collections, questions and answers, live broadcasts, etc. These interactions and exchanges increase the participation of consumers, help garden tool enterprises to establish and maintain good relations with consumers, improve consumer trust and recognition, promote consumer reputation and recommend, and expand the brand influence and market share of garden tool enterprises.

Methods and Steps of 4. Social Media Consumer Research

Social media consumer research refers to the use of social media platforms and tools to collect, analyze and utilize user-generated content on social media to conduct consumer research. The main methods of social media consumer research are as follows:

Social media listening (SocialMediaListening). Social media monitoring refers to the automatic collection, screening, classification, analysis and presentation of content related to garden tools on social media through the use of professional social media monitoring tools to achieve a comprehensive and in-depth understanding of consumer needs, preferences, behavior and satisfaction. The main steps of social media monitoring are as follows:

Determine the listening target. Monitoring target refers to the information that garden tool enterprises want to get through social media monitoring, such as consumer needs, preferences, behavior, satisfaction, problems, suggestions, etc. Determining the monitoring target is helpful for garden tool enterprises to clarify their research purpose and direction, and improve the pertinence and effectiveness of research.

Select the listening platform. Monitoring platform refers to the social media platform that garden tool enterprises want to collect information through social media monitoring, such as Weibo, WeChat, Douyin, Zhihu, etc. Choosing a listening platform helps garden tool companies choose the most suitable social media platform according to their target market and target users, and improve the coverage and representativeness of research.

Set listening keywords. Monitoring keywords refer to keywords that garden tool companies want to screen out content related to garden tools through social media monitoring, such as the brand, model, function, characteristics, advantages and disadvantages of garden tools. Setting monitoring keywords is helpful for garden tool enterprises to select the most relevant keywords according to their monitoring objectives, and improve the accuracy and validity of the research.

Use listening tools. Monitoring tools refer to professional software or platforms that garden tool companies want to collect and analyze data through social media monitoring, such as Baidu Index, Weibo Public Opinion, WeChat Index, and Chattering Data Assistant. The use of monitoring tools helps garden tool companies to automate the processing and presentation of massive data on social media and improve the efficiency and quality of research.

Analyze the listening results. Analysis of monitoring results refers to the interpretation and evaluation of the data and reports provided by the monitoring tool according to their own monitoring objectives, and the value ofConclusionand recommendations. The analysis of the monitoring results will help garden tool enterprises to understand the psychological and behavioral characteristics of consumers, find the potential needs and problems of consumers, and formulate effective market strategies and product innovation.

Social Media Questionnaire (SocialMediaSurvey). Social media questionnaire refers to the use of professional social media questionnaire tools to conduct targeted questionnaires on users on social media to achieve a direct and systematic understanding of consumer needs, preferences, behavior and satisfaction. The main steps of the social media questionnaire are as follows:

Design questionnaire content. The content of the questionnaire refers to the information that garden tool companies want to obtain through social media questionnaires, such as consumer basic information, purchase behavior, use experience, satisfaction evaluation, improvement suggestions, etc. The design of the questionnaire is helpful for garden tool enterprises to clarify their purpose and scope of research and improve the effectiveness and reliability of the research.

Select the questionnaire form. The form of questionnaire refers to the way that garden tool enterprises want to present through social media questionnaires, such as single-choice questions, multiple-choice questions, fill-in questions, scoring questions, sorting questions, etc. Choosing the form of questionnaire is helpful for garden tool enterprises to choose the most appropriate form of questionnaire according to their own questionnaire content, so as to improve the usability and participation of the research.

Use the questionnaire tool. Questionnaire tools refer to professional software or platforms that garden tool companies want to collect and analyze data through social media questionnaires, such as QuestionStar, Tencent Questionnaire, Baidu Table, etc. The use of questionnaire tools helps garden tool companies to achieve fast and convenient questionnaire distribution and recovery of users on social media, and improve the efficiency and quality of research.

Questionnaire results were analyzed. The analysis of the results of the questionnaire refers to the interpretation and evaluation of the data and reports provided by the questionnaire tool according to the objectives of the questionnaire, and the value ofConclusionand recommendations. The analysis of the questionnaire results will help garden tool enterprises to directly and systematically understand the psychological and behavioral characteristics of consumers, find the potential needs and problems of consumers, and formulate effective market strategies and product innovation.

Social Media Interaction (SocialMediaInteraction). Social media interaction refers to meaningful interaction and communication with users on social media through the use of social media platforms and functions, so as to achieve a perceptual and active understanding of consumers' needs, preferences, behaviors and satisfaction. The main steps of social media interaction are as follows:

Develop interaction goals. Interactive goals refer to the effects that garden tool companies want to achieve through social media interactions, such as increasing brand awareness, enhancing brand image, collecting user feedback, solving user problems, and stimulating user interest. The formulation of interactive objectives will help garden tool enterprises to clarify their own research purpose and direction, and improve the pertinence and effectiveness of research.

Select the interactive platform. Interactive platform refers to the social media platform that garden tool enterprises want to interact and communicate through social media interaction, such as Weibo, WeChat, Douyin, Zhihu, etc. Choosing an interactive platform helps garden tool companies choose the most suitable social media platform according to their target market and target users, and improve the coverage and representativeness of research.

Design interactive content. Interactive content refers to the content that garden tool enterprises want to publish and share through social media interaction, such as product introduction, use tutorial, user case, activity invitation, question and answer interaction, etc. The design of interactive content is helpful for garden tool enterprises to choose the content that most attracts and infects users according to their own interactive goals, and to improve the participation and influence of research.

Implement interactive strategies. Interactive strategy refers to the specific operations and methods that garden tool enterprises want to achieve through social media interaction, such as timing release, directional push, multi-platform linkage, reward mechanism, user transformation, etc. The implementation of interactive strategy is helpful for garden tool enterprises to effectively implement and manage their own interactive content, and improve the effect and income of research.

5. Social Media Consumer Research Questions and Suggestions

Although social media consumer research has many advantages and values, there are also some problems and challenges that need to be paid attention to and solved by garden tool enterprises. The main questions and suggestions of social media consumer research are as follows:

Quality and credibility of the data. Although the user-generated content on social media is rich and diverse, there may also be some untrue, inaccurate, incomplete, and unobjective data, such as water troops, brushing orders, rumors, plagiarism, etc., which affect the quality and credibility of the data. Sex. In order to improve the quality and credibility of the data, garden tool companies need to take some measures, such as using professional data cleaning and analysis tools to filter, verify, correct and supplement the data, eliminate invalid and abnormal data, and extract effective and useful data; Combining other data sources and methods, such as offline research, third-party data, etc., to verify, compare and supplement the data, increase the comprehensiveness and objectivity of the data; pay attention to the timeliness and dynamics of the data, regularly update and track the data, and timely discover and reflect the changes and trends of the data.

Representation and coverage of users. Although the number of users on social media is large and diversified, there may also be some deviations and limitations, such as the uneven distribution of users' age, gender, region, education, income, etc., and the differences in users' participation, activity, and influence. Larger, the user's choice and the use of social media platforms and functions are inconsistent, which affects the representativeness and coverage of users. In order to improve the representativeness and coverage of users, garden tool enterprises need to take some measures, such as defining their target market and target users, selecting social media platforms and functions that best meet their market positioning and user portraits, and improving the pertinence and effectiveness of research. Collect and analyze user information through multiple channels and methods, such as using different social media platforms and tools, and combining different social media methods, such as monitoring, questionnaires, interaction, etc., to improve the breadth and depth of research; pay attention to the dynamics and changes of users, regularly update and adjust their market positioning and user portraits, and timely discover and meet the new needs and new problems of users.

Information security and compliance. Although user-generated content on social media is open and transparent, it may also involve some sensitive and private information, such as the user's identity, contact information, location, preferences, etc., which affects the security and compliance of information. In order to protect the security and compliance of information, garden tool enterprises need to take some measures, such as abiding by the rules and policies of social media platforms, respecting the rights and wishes of users, not collecting and using users' information without authorization, not disclosing and abusing users' information, and not infringing on users' intellectual property rights and privacy rights; Establish and improve their own information security and compliance system, and strengthen the protection and management of information, prevent the loss, disclosure, tampering and destruction of information; timely handle and respond to user complaints and reports, eliminate and reduce information risks and disputes.

6. Shangpu Consulting Company's Service Customer Case

Shangpu Consulting is a professional market consulting and data analysis company, providing high-quality consumer research services for enterprises in the garden tool industry. Using the method of social media consumer research, Shangpu Consulting has provided effective market strategy and product innovation support and guidance for many well-known brands in the garden tool industry, and achieved remarkable results and benefits. The following are some of the customer cases served by Champ Consulting:

It provides a social media monitoring service for an internationally renowned garden tool brand. Through the collection, analysis and presentation of the content related to the brand on Weibo, WeChat, Douyin and other platforms, it helps the brand understand consumers' product evaluation, reputation, emotion and satisfaction, and discovers consumers' needs, problems and suggestions, it provides strong data support and strategic guidance for the brand's brand image, product optimization and marketing.

A social media questionnaire service was provided for a leading garden tool brand in China. Through a targeted questionnaire survey of users on WeChat, QQ, Baidu Form and other platforms, the brand was helped to obtain the basic information, purchase behavior, use experience, satisfaction evaluation, improvement suggestions, etc, it provides direct and systematic data support and strategic guidance for the brand's market positioning, product innovation and user transformation.

It provides social media interactive service for a new domestic garden tool brand. Through meaningful interaction and communication with users on Weibo, Douyin, Zhihu and other platforms, it helps the brand to publish and share content such as product introduction, usage tutorial, user case, activity invitation, question-and-answer interaction, etc, it has increased brand awareness, enhanced brand image, collected user feedback, solved user problems, stimulated user interest, and provided perceptual and active data support and strategic guidance for the brand's brand promotion, product sales and user loyalty.

Conclusion

Social media is an emerging network media, which provides new opportunities and challenges for consumer research in the garden tool industry. Social media consumer research has the advantages of massive consumer data, real-time consumer feedback and high consumer participation, which is of great value and significance to the market strategy and product innovation of garden tool enterprises. The main methods of social media consumer research are social media monitoring, social media questionnaires, social media interaction, etc. Each method has its own steps and characteristics. It is necessary for garden tool enterprises to choose and apply appropriate methods according to their own goals and needs. There are also some problems and challenges in social media consumer research, such as data quality and credibility, user representation and coverage, information security and compliance, etc., which need to be paid attention to and solved by garden tool enterprises. Shangpu Consulting Company is a professional market consulting and data analysis company. It provides high-quality consumer research services for enterprises in the garden tool industry. It uses social media consumer research methods to provide many well-known brands in the garden tool industry. Effective market strategy and product innovation support and guidance have achieved remarkable results and benefits.