Conversation Analysis: Uncovering Audience Insights Using Social Media

Conversation Analysis: Uncovering Audience Insights Using Social Media

A social conversation analysis can uncover unique insights, characteristics, media consumption and trends among a targeted audience.

By: Michael Brito

Category: Social Data & Analytics

In this video, I give an overview of a conversation analysis and how to use social data to understand what’s trending among specific audiences. For more videos, please subscribe to my YouTube channel.

Partial Transcripts Below

Today I’m going to talk about what’s called a social conversation analysis.  Not just what it is or why it’s important, but how to actually design a conversation analysis.

But first, I want to talk about a model that I created about a year ago. It’s called the economics of brand relevance. And there are two spectrums to this model, supply and demand. Demand represents the topics , trends, and themes that are top of mind for a specific audience group. Using data analytics, we can find what those topics are that are keeping an audience up at night.

The supply side of the model is similar. Are we meeting the demand of the audience with our supply of content? Using data analytics as well, we can understand the topics and trends that a brand is publishing through owned media, earned media, and social media content. If there are topics that are top of mind for the audience that the brand is not discussing or talking about, that is considered white space.

In order for a relationship to be successful, there has to be common interests, beliefs , world-views and language. When a brand can understand what those are for their target audience, they can start to imitate their voice for all outbound communications. This is why a social conversation analysis is so important.

Several months ago, I talked about multi-segment audience intelligence, which is a way to cluster audiences into smaller groups , analyze them and understand what makes them unique from everyone else. This type of social conversation analysis can give you several insights into a specific audience that you want to learn more about:

  • What are the interests and characteristics that makes this audience unique?
  • What media outlets are they reading and sharing based on certain topics?
  • What topics and trends are they discussing the most with their peers on social media?

The beauty about a social conversation analysis is that the data represents the actual keywords and phrases that audiences are using. Now, in my experience I have found that the way an audience speaks on social media is the same way they search in Google. So this type of data not only provides insights into trends and topics, but it can also inform all of the on page optimization for owned media.

In this example, we have designed a conversation analysis around a group of about 5000 self-identified business decision makers. We analyze their conversation as it relates to digital transformation. You’ll notice by looking at the data there are four subtopics of digital transformation that are top of mind for these business decision makers. There are also second and third layers of conversation as it relates to each subtopic. From my perspective, this is a brand’s editorial calendar for all things marketing and communications.

Audience Intelligence Guide

If you know me well, you’ll know that I am not only passionate but a huge proponent of audience analysis. It’s really the only way brands can stay competitive , be as relevant as possible to their audience, and reach them with game changing content. There are a lot of platforms in the marketplace today, and it is slowly becoming a crowded space. Earlier this year in 2021, I discovered a new audience insights tool – see my Sparktoro Review.

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