Interview: Carnegie Mellon Professor Ari Lightman On How Students Are Empowered By Learning To Use Brandwatch Consumer Research
By Kara FinnertyJun 10
This is the third part of the Brandwatch tutorial. In the previous sessions you learnt how to get a first idea of a query’s online buzz, and how to compare that query to some competitors. In this third session we can dig a bit more into the details of the buzz surrounding your query. Click here for the video that accompanies this post.
What are people actually saying about my brand?
It’s useful enough to know how many mentions a query has. But what are these mentions about? There are several ways to find this out in Brandwatch. Within this session we are going to focus on just one: Recurring Phrases.
When you monitor a query in Brandwatch, the system automatically tries to summarise its mentions by identifying phrases which appear several times. Phrases are combinations of interesting words – they are sometimes called Topics. Each phrase (or ‘topic’) represent a recurring theme across your query’s mentions.
Let’s go back to the query you created in the first session of this tutorial, Superdry. To find the phrases for that query, open your saved Superdry workspace (which you may have renamed ‘First workspace’). The workspace should be listed under ‘Saved workspaces’ on the left-hand side of the screen, just click on it. Once the workspace has loaded (this may take a few seconds), click on the third tab, called ‘Sites & Recurring Phrases’. You will see two components, the second (bottom) one is what we are looking for. Scroll down if you need to.
In this Recurring Phrases component, you will by default see a list of known phrases for your query, based on mentions from the last week. Phrases are bigger or smaller depending on how often they are used, and whether they are becoming more or less common than before.
So what do these phrases mean?
The phrases will often be self-explanatory. For example, you may spot ‘Supergroup’, which is the parent company of Superdry, or ‘David Beckham’, who is seen as endorsing some Superdry products. But some phrases may be less clear.
To understand better what a phrase is about, simply click on it, and a small window will open showing the actual mentions which contain that phrase. By looking at that list of mentions, you should be able to understand better what the phrase means. You can also look at individual mentions within that list, by clicking on their title. This will open a bigger window (called the Single Mention View), that we will revisit in a later session. For now you can just close these extra windows using the ‘X’ buttons.
To give you a bit of background, phrases are automatically identified by the Brandwatch analysis engine. This engine reads the query mentions, separates verbs from nouns from adjectives and finally looks for recurring combinations of terms. This process happens both:
If you happen to find a phrase which is not relevant, feel free to delete it: hover your mouse on the phrase, a small list of options will appear, click on ‘Delete’ and confirm your action. You should only do that for phrases that really do not make sense. Deleting a phrase is a permanent action: the phrase will not come back if you reload your workspace.
Changes and trends
One other thing you can do with phrases is see how they change over time. To do this, pick an interesting phrase in the list, hover your mouse on it, and select the ‘Graph’ option. A graph will appear underneath the list of phrases. Repeat this for a few other phrases, and the graph will show how the volume of mentions of these phrases changed over time. This is particularly interesting for longer date ranges of 1 month or more. You can change the date range in the component’s Controls box: click on ‘1m’ for example then click on ‘Load data’.
In the image above, we can see that Supergroup had a peak of mentions on Oct 8, 2010. By pointing your mouse at a particular point in the graph, and clicking, you can again see the relevant mentions. You can also choose to graph only positive (or neutral or negative) mentions, using the relevant link, next to ‘Volume’.
The phrase component has several views, which you can access using the ‘Change view’ button at the top-right of the component:
Finally, you may think that a particular phrase is ‘missing’, that is, is not there while you would expect it to be. In such a case, you can add the phrase yourself, by clicking on the ‘Add Recurring Phrase’ button. This will open a small window where you can enter the phrase under ‘Search for’, then click on ‘Preview Search’ to check what kind of mentions are available for that new phrase. If this is what you are looking for, then enter a name for the phrase under ‘Save with Display Name’, and click on ‘Save’.
Your new phrase will automatically be filled with old mentions from the last month, although that may take up to 30 minutes.
That is all for this third tutorial. As always, if you have any questions, do not hesitate to Contact Us.