Interview: Exploring Data Science at Brandwatch with Hamish Morgan
By Olivia SwainAug 23
Sometimes things just don’t make sense unless put into context.
For instance, every brand knows it should be monitoring owned content, but reading a successful use case from another company certainly makes it all the more compelling to employ the practices themselves.
Everybody needs a little bit of inspiration.
So we’ve gathered three real-life examples of social research projects conducted by brands to ignite those research fires.
There are several elements that need to be considered when conducting social research yourself.
Having a specific plan is essential for gathering insightful results rather then simply collating data. Understanding what questions you need answered and working towards this will eliminate irrelevant searches.
A healthcare professional specialist
They wanted to locate individuals for Twitter outreach
Using social media monitoring, healthcare/science industry authors were found and segmented into three variables. These were their specialty, the number of posts they had written on a certain subject and how long they engaged with the topic.
Once this list was collated it was then refined and filtered by the healthcare organization to determine which Twitter authors were the most relevant to their outreach programme.
For example, how big was their following and what was their influence score?
Once connecting with their influencers the healthcare brand tracked their engagement.
Looking at the impact of their tweets would allow for better processes with future influencer outreach as well as which author garnered the most results for them.
A beverage company
They wanted to monitor and understand the changing consumer conversations around key issues in their industry.
By tracking key themes that generate conversations, this soda company could quickly pinpoint spikes in conversations.
When monitoring the buzz on sweeteners they saw a dramatic increase in the conversation.
Understanding where the source of this discussion was emanating from allowed the brand to address the conversation on the right platforms.
It is clear that Twitter was the driving force for the sudden rise in mentions of sweeteners.
Assessing the impact of emerging conversations like this will inform brands how best to respond to a PR crisis.
Looking at the soda brand in relation to other key topics within the industry discussion allowed them to determine what the true sentiments of the audience were.
A FMCG company
They wanted to understand the impact of branded content on social media in comparison to competitors, and take this data and use it to inform changes to optimize content.
When looking at the owned Twitter account of the brand their virality was less than their competitors. This means they received less RTs and shares in comparison to their competition.
It seems that their content, although popular, was not reaching the follower networks that they wanted to connect with.
Looking at how content was doing across different social channels demonstrated that certain topics performed better on select platforms. For example, seasonal content was better received on Twitter in comparison to Facebook.
From this insight the brand learned that in their sector it is not enough to simply write one piece of content and push it on all social channels. Instead, they learnt that tailoring their content is needed for engagement.