Zsófia Bauer, Head of Research at Ynsight Research

A Career in Social Media and Entrepreneurship 

When we think about pursuing a career in social media, we usually think about becoming a Social Media Strategist or a Social Media Manager. But there is another, if not more exciting, field that has been more and more popular in the last decade: the field of social media analytics that is specializing in monitoring and analyzing user engagement, website traffic, and social media trends—among many others.

Zsófia Bauer, a doctoral fellow at Corvinus University, Budapest, has a special career path to share. She and her team were among the first who started to work with the so-called netnography methodology in Hungary. Netnography is an online research method—a method of social media analysis—that originates in ethnography: its aim is to understand online human behavior without the potentially disruptive presence of the researcher. 

Zsófia has been working with netnography for more than 10 years…