Listening Topic Insights

After you create a Topic in Sprout Social Listening, it gathers data so you can observe trends, uncover patterns and gauge emotional response with regards to particular keywords, hashtags, brands or industries.

You can view Topic Insights for any Active or Archived Topic. Archived Topic data is only available for the time period that Topic was active. 

This article contains the following sections:

Customizing Topic Insights

To view the insights that your Topic query pulls in, click the name of the Topic from the Listening screen in Sprout. You can also see a list of your active Topics in the Left Bar on the screen. 

The first time you go to review insights for a Topic, it can feel like there’s a lot to look at. To make the data more manageable and meaningful, start by selecting the date range you want to view insights for. You need to select a date range every time you access the Topic Insights.

If you want more details, click Screen_Shot_2020-12-10_at_2.41.23_PM.pngand then click About these Insights to get a glossary with definitions, tips and tricks about your insights. 

Screen_Shot_2020-12-10_at_2.41.16_PM.png

Right Bar

On the Right Bar, use filters to further customize your insights. When you select filters from the Right Bar, the message data you see throughout the Topic Insights (Performance, Conversation, Demographics, Messages and Themes) gets updated based on the filters you select.

In the Network dropdown, you can select which network you want to view insights from. If no network is selected, you see insights from all networks in the main screen. Select a particular network to only see those insights.

Networks.png

Use the Theme dropdown to see only messages that relate to a certain Listening Theme. If no Themes are selected, you see insights from all Themes in the main screen. Select a particular Theme to only see those insights.

Screen_Shot_2020-12-11_at_9.05.01_AM.png

Use Message Search Filters to include or exclude keywords in the message insights. For instance, if you have a Brand Health Topic for your coffee company, but only want to review insights for messages that contain your brand name, enter your brand name in this box.

Message_Search_Filters.png

Apply Advanced Filters to narrow your insights even more by focusing on Content Type, Message Type, Sentiment, Gender, Age Range, Technology or Mobile. Additionally, as you navigate through your Topic Insights, you can select data in the four sections that automatically apply filters to the insights.

Screen_Shot_2020-12-11_at_9.05.26_AM.png

If you used Themes on your Topic, you can also filter by those Themes. Select All Themes or drill into messages related to one particular Theme. To learn more about applying Themes to your Topics, review the Listening Topic Themes article.

Navigating Topic Insights

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.

 

Screen_Shot_2020-12-10_at_2.43.29_PM.png

 

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.

 

Screen_Shot_2020-12-10_at_2.43.36_PM.png

 

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.

 

Screen_Shot_2020-12-10_at_2.43.46_PM.png

 

The Sentiment Summary chart is a snapshot that comes from positive and negative messages from the time period you selected. Sentiment trends help you fresh 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.  

Screen_Shot_2020-12-10_at_2.43.58_PM.png

 

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. 

 

Screen_Shot_2020-12-11_at_9.08.45_AM.png

 

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 Screen_Shot_2020-12-11_at_9.12.12_AM.png and selecting which metrics you want to appear in the table.

Screen_Shot_2020-12-10_at_2.44.20_PM.png

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.

listening_wordcloud.gif

 

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. 

Screen_Shot_2020-12-10_at_2.47.32_PM.png

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 Screen_Shot_2020-12-11_at_9.12.12_AM.png and selecting which metrics you want to appear in the table.

Screen_Shot_2020-12-10_at_2.47.42_PM.png

Demographics

The Demographics section of your Topic Insights provides more detail about the people participating in conversations about your Topic. 

The Age and Gender Breakdown shows authors by age and gender. You can click on the age or gender breakdowns to apply filters to the Topic Insights and navigate back to the Performance or Conversation tab to hone in on discussions that a particular age group or gender is having.

Screen_Shot_2020-12-10_at_2.47.53_PM.png

The Device Demographics chart shows a breakdown of mobile and web and Android and iOS that authors use when contributing to conversations.

 

Screen_Shot_2020-12-10_at_2.48.00_PM.png

 

The Profile Overview table shows metrics for specific profiles, including their followers, volume and impressions. This way, you can see who your main influencers are and find opportunities to connect with them.

 

Screen_Shot_2020-12-10_at_2.48.11_PM.png

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 Screen_Shot_2020-12-11_at_9.12.12_AM.png and selecting which metrics you want to appear in the table.

Screen_Shot_2020-12-10_at_2.48.19_PM.png

 

Themes

If you apply Listening Themes to your Topic the Themes section of your Topic Insights compares key metrics relating to those Themes.

Screen_Shot_2020-12-10_at_2.55.30_PM.png

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 Screen_Shot_2020-12-11_at_9.12.12_AM.png and selecting which metrics you want to appear in the table.

 

Screen_Shot_2020-12-10_at_2.55.14_PM.png

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, followers or engagement. Screen_Shot_2020-12-10_at_2.48.52_PM.png

If you find a message you want to share to your Twitter or Instagram, you can repost or retweet it by clicking Screen_Shot_2020-12-10_at_2.48.39_PM.png.

 

Uncovering deeper Topic Insights

You can use data from the messages that appear in Insights to uncover trends in messages returned from your Listening Query. 

Hover over charts to view all messages associated with that metric or chart.

Screen_Shot_2021-01-06_at_8.53.11_AM.png

Click specific breakdowns within each chart to view, show or hide messages that relate to a particular demographic.

Screen_Shot_2021-01-06_at_8.52.09_AM.png

Highlight a word or phrase (up to three words) in a message to view all messages containing that word or phrase, include the word or phrase as a filter, exclude the word or phrase as a filter or exclude the word or phrase from your Topic Query.

Screen_Shot_2021-01-08_at_12.15.43_PM.png

Click a message author name to view messages from that author or include or exclude that author as a filter.

image1.png


Topic Insights FAQ

How much historical data do I receive for a new Topic?
30 days of data is pulled automatically for all networks except Instagram. This should give you enough data to decide if your Topic is set up properly.

How far can data be backfilled?
Twitter: All Time
Instagram: None
YouTube, Tumblr: Sampling all time, but less data as time goes on
Reddit: 12 Months or 1200 Posts
Web: 25 Months

How often is data collected?
Twitter: New tweets brought in within one to two minutes of creation.
Facebook: Checked once every four hours.
Instagram, YouTube, Tumblr, Reddit: Checked once every four hours.
Web: Checked once every 24 hours.

Why isn’t there engagement data for pulled tweets?
Engagement data is updated for tweets anytime there is a retweet. If we don't receive a retweet, or replies and likes happen after the last retweet, we won't have the most recent number.

Why are some messages or comments not picked up by my Topic even though they contain the keyword?
It depends on the network. Twitter is the only network where we are confident we will receive every message. Other sources are sample based, which is a limitation of the networks.

Why aren’t some Instagram messages being pulled when the Topic keyword is in the caption?
We find Instagram messages by hashtag. Even if the keyword appears in the post, it may not contain the hashtag meaning Instagram won’t send us the data.

Why don't I have location data for all networks?
Not every network supports location data. Only Twitter and Instagram provide location data to apps like Sprout.

Was this article helpful?

Still can't find what you're looking for?

Powered by Zendesk