Social Analytics: Drawing Insight From Conversations
Listening, by nature, is reactive. A person hears something, processes it, and potentially responds.
The Complete Guide to Social Conversation Analysis
In the social marketing world, “listening” is interchangeable with “monitoring” – a process that allows marketers to keep tabs on conversations happening in real-time so they can respond and interject their brand message as necessary. The problem is that we often mistake “listening to a conversation” as interchangeable with “analyzing a conversation.”
Conversation analysis is a completely different process that involves proactively identifying, measuring, and drawing insight from specific topics, conversations, and events taking place on social media. Conversation analysis, along with competitive and audience analysis, is one of the three core types of analysis in the social planning process, and the broader framework for social analytics.
In our newest guide, The Complete Guide to Social Conversation Analysis, we define conversation analysis, identify the fundamental components, walk through how to conduct each, and detail the type of insight you can drive by doing so. Highlighting four levels of analysis:
- Analyzing Volume
- Analyzing Influence
- Analyzing Relevance
- Analyzing Sentiment
Each type of analysis is designed to give you insight into a different aspect of social conversations, and help you uncover valuable insight about what is being discussed, who is discussing it, how they’re talking about it, and why they’re talking about.
I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.