Navigating Listening Topic Insights
This feature is only available for Social Listening customers.
Once you create a listening topic and customize it to fit your needs, it is important to understand how to navigate listening data.
Topic Insights are separated into five sections:
Performance
This section of your Topic Insights starts with a summary of the overall Topic, or a summary based on the filters you apply. This section gives a quick overview of volume statistics, total engagements, potential impressions, unique authors and sentiment.
The Volume chart shows changes in your message volume to help you spot conversation trends. You can select how you want your message volume broken down using the dropdown. Click on a particular day in the chart to view the messages from that day.
The Potential Impressions chart helps you analyze how many potential impressions the Topic received. You can update this chart by breakdown or comparison. Click on a particular day in the chart to view the messages from that day.
The Engagement chart helps you analyze user engagement to see how audiences interact with the content related to your Topic. Choose from overall Engagements or Comments, Shares and Likes and choose the breakdown or comparison you’d like to see. Click on a particular day in the chart to view the messages from that day.
The Sentiment Summary chart is a snapshot that comes from positive and negative messages from the time period you selected. Sentiment trends help you flesh things out by seeing the changes in human conversation over time. It can be helpful to dig into these messages to find out what’s going on if you notice a large change in sentiment.
The Sentiment Trends chart shows how sentiment changes over the time period you selected. If you notice something isn’t quite right with the way the sentiment is classified, you can change the associated sentiment.
The Network Overview chart gives you key metrics for each network you selected for the Topic. You can sort this table by clicking the column names and update the organization by clicking and selecting which metrics you want to appear in the table.
Conversation
The Conversation section of your Topic Insights provides more details about the keywords and hashtags used most often in the messages your Topic pulls in.
The World Cloud shows the top keywords, hashtags, mentions and emoticons found in the Topic. The words come from the messages that audiences published. People say more in their social media messages than just the keywords you put in your query. You can click on the keywords, hashtags, mentions and emoticons in the Word Cloud to go a little deeper into the messages. Then, when you go back to the Performance tab, everything in that tab is updated based on the word you selected in the Word Cloud.
You can then use the terms in the Word Cloud to help update your query.
The Related Keywords & Hashtags table helps you analyze the most common keywords and hashtags in your Topic. You can see a breakdown by sentiment for related keywords and hashtags.
The Conversation Overview table provides key metrics for keyword and hashtag in the Topic. You can sort this table by clicking the column names and update the organization by clicking and selecting which metrics you want to appear in the table.
The Smart Categories table shows you key metrics for the people, places and things discussed in your Topic.
Smart Categories are only available in English.
The widget uses machine learning to identify entities and classify them into categories. These categories are:
- Person: includes people and fictional characters.
- Place: includes locations, buildings, airports, geopolitical areas and other locations.
- Product: includes objects, vehicles, food and other products.
- Organization: companies, agencies, institutions and other organizations.
- Media: includes books, movies, works of art and other media.
- Event: includes sporting events, concerts, natural disasters, wars and other events.
- Demographics: includes languages, religious or political groups, nationalities and other demographic factors.
- Policy: includes laws and legal documents.
If the model isn’t confident in a Category, it won’t tag the Category to avoid false positives. This can happen if a message text is short and there isn’t enough context to discern the Category. A message may also be tagged with multiple categories if it includes more than one person, place and/or thing.
You can sort by clicking the column names and update the table by clicking and selecting which metrics you want to appear in the table.
You can also view example messages, include and exclude terms and compose posts with keywords.
Demographics
The Demographics section of your Topic Insights provides more detail about the people participating in conversations about your Topic.
The Device Demographics chart shows a breakdown of mobile and web and Android and iOS that authors use when contributing to conversations.
The Profile Overview table shows metrics for specific profiles, including their potential impressions and volume. This way, you can see who your main influencers are and find opportunities to connect with them.
The Locations map shows where the most conversations are happening about your Topic. For a better breakdown, the Locations Overview provides metrics by Country, Province/State or City. You can sort this table by clicking the column names and update the organization by clicking and selecting which metrics you want to appear in the table.
Location data may not be visible for all networks as not every network supports it. Only Twitter and Instagram provide location data to apps like Sprout.
Themes
If you apply Listening Themes to your Topic the Themes section of your Topic Insights compares key metrics relating to those Themes.
You get a breakdown of each Theme, the Theme Group it belongs to, along with message volume, Share of Voice and other data around the Theme. You can sort this table by clicking the column names and update the organization by clicking and selecting which metrics you want to appear in the table.
Messages
The Messages section of your Topic Insights provides the raw data about the messages in your Topic. This is where you can find the raw data, the message in their entirety and the author that published it. You can see what they said sorted by date, potential impressions or engagement.
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