Analysing the conversation around your brand on social media and in the news can be approached in two ways. Either with light- touch analysis using ready made tools, or more in-depth using big data, data science, and bespoke AI. Both have their pro’s and cons.

Social and digital media analytics of language has become increasingly prevalent in recent years. It is possible to investigate large amounts of text data about topics or brands in either a fast light touch analysis, or an incredibly deep analysis to explore what audiences think about brands and categories.

We offer both of these options, but we fully recommend starting with the first one as a fast turnaround quick dip analysis to get the thought process going as to what you want to achieve. For agencies this is also a very useful avenue for getting fast insights at the very start of kicking off a new business pitch.

Our offerings

A rapid response offering – we offer fast turnaround (within 36 hours) a quick dive into the topic areas in the news and on social, what the audiences demographics are, what the sentiment and emotions are around the desired topic. It can also identify journalists and KOLs within (and central to) the over topic landscape.This analysis is offered as a quick dive, or as the opening to an agency pitch to get fast insights and have the team asking the right questions.

A deep analysis – this is a much more in depth analysis exploring much more specific questions that requires advanced data science techniques. This can tackle things like identifying white space, looking at where your brand and competitors sit in the landscape, what are the need states of different audiences as well as their psychologies and emotions. It can also identify journalists, KOLs and influencers within specific topic areas.

Being safe with personal data and GDPR

Recently there has been much press about the misuse of personal data. For our social media analysis we only use publicly available text data, and we comply fully with GDPR laws. Our analysis is always presented at the cumulative level rather than on a personal basis.

For this we look at a single topic of choice (usually the brand, or the category in question). We then use tools to extract and (as much as possible) analyse and process the data. Finally we extract this analysis, compile it into one document containing containing top-line outputs, charts and findings. The purpose of this output is either as a:

  1. A quick dip analysis into the area (often this is enough for the purpose!)
  2. As an opening discussion document for a deeper project, or finally
  3. As a fast way to get insights at the start of a pitch for agencies

The outputs

  1. Topic areas in the news and on social
  2. Which topics are central to the conversation, and most likely to spread throughout the whole conversation
  3. Audience demographics
  4. Sentiment and emotions are around the desired topic.
  5. Key journalists central to the topic
  6. KOLs or potential Influencers mentioned

 

A deep analysis – this is a much more in depth analysis exploring much more specific questions that requires advanced data science techniques. This can tackle things like identifying white space, looking at where your brand and competitors sit in the landscape, what are the need states of different audiences as well as their psychologies and emotions. It can also identify journalists, KOLs and influencers within specific topic areas.