3 Tips For Social Media Keyword and Conversation AnalysisLindsey MooreBlogger ExtraordinaireSimply Measured
Do I know which conversations are taking place about my brand and industry on social media? How do I craft meaningful pieces of content that resonates with my audience? What engagement and impression count are my competitors getting on their hashtags compared to mine? How can I drive the largest ROI from my content?
These questions are often at the forefront of social media marketers’ minds. One of my favorite parts of my job as an Account Manager here at Simply Measured is to help customers discover new ways to use social data to drive decisions and business results. As part of this, one item I love to talk through is using Simply Measured’s keyword and conversation analysis to discover interests, sentiments, attitudes, and demographics around industry terms and hashtags. Understanding these conversations is crucial to driving content creation and meaningful conversations.
In planning campaigns and understanding industry trends, I’ve found it’s helpful to keep three parts in mind.
1. Understand Your Audience
In order to plan relevant content, you first have to understand your target audience, such as their interests, influence, and demographic or location information.
First let’s talk through interest and influence. By running a Klout Stream Report on any hashtag or keyword, you can identify the most popular Klout topics of your audience.
Is this audience influential in topics that match your brand, or could there be opportunities to speak to your audience in a new way? For example, if you are a beverage product, but find your audience is also interested and influential in home décor, you could shape your content to appeal to a certain lifestyle and behavior, rather than content that’s specifically tailored to the competitive beverage space.
Second, lets look at location. Where is your audience located? The Day Parting Analysis report lets you do a deep dive into users of a hashtag or keyword, including a heatmap by day and hour. This provides a great starting point for content planning and when you should be scheduling content. From our Q3 2014 Twitter study, we’ve found that 49% of the Interbrand Top 100 brands tweet 1-5 times per day, up from 45% in Q4 2013. For example, if you are planning to tweet 5 times per day and jump into these conversations taking place, the “Total Distribution by Hour” chart is a great place to determine the most engaging times.
2. Understand Your Conversations
Here’s where sentiment analysis, and reports such as the Twitter Activity Report, Instagram Hashtag Report, and Conversation Driver Analysis come into play.
First, sentiment analysis within the Twitter Activity Report can easily pull out a breakdown of the percentage of positive, neutral, and negative tweets, including both the positive and negative tweets with the most impressions. This provides a quick analysis of the overall sentiment around these terms, as well as the tweets that were most influential. Another great chart is the “Most Active Users by Number of Tweets” to see of your most engaged audience, do their tweets tend to skew positive or negative?
I recommend that customers create benchmarks around these figures, and work to move the needle toward positive sentiment. While a PR crisis can skew your sentiment, it’s also good to understand where you stand on an ongoing basis and make sure your content speaks to your overall market standing.
Another great way to deep dive into the conversation is through the Conversation Driver Analysis. I like to think of this report as a word cloud with the data behind it. It shows you the top 50 words that also occurred in the posts anytime your monitored keyword or hashtag was used. There are multiple learnings to gleam from this report. First, is this conversation relevant? Sometimes you will find words that have no relevance to your brand or industry. This is a great way to find exclusion boolean filters to add to your monitored keyword. Second, were you surprised by some of these words? Narrow down on the words that you may not have considered before. For example, if you are a car company and find “wedding gift” appearing in this list, that could make for some lifestyle content or life stories to showcase. You can also download this report to Excel for a deeper dive.
3. Understand Your Competition
Finally, it’s important to understand what your competition is doing. Whether it be their campaign or evergreen hashtag, brand name, or an industry term filter to include mentions of their brand, you can run any of Simply Measured’s keyword and hashtags report to better understand the conversation taking place. Additionally, the Share of Voice report will showcase your share of voice compared to your competitor’s, with all of the data behind it. This is a great way to better understand where they are getting the greatest engagement and impressions, to inform your content creation.
After you have planned your content, including a deep analysis of the audiences, conversations, and competition, the iterative process of testing and optimization begins. Your Account Management team here at Simply Measured is here to help you talk through measuring your impact across your owned, earned, and paid social channels. Additionally, to learn more about insightful content and campaign planning, visit our resource library.
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