For more extensive projects, such as a complex topic analysis, this kind of analysis serves as a valuable basis for further study. For example, to analyze relationships and / or the networks of influential people and platforms.
While the team focuses closely on relevant sources (using those source or author lists mentioned above), they cannot risk ignoring all other posts which could also contain emerging opportunities or crises.
To help analyze the broader conversation, Brandwatch’s AI assistant Iris automatically detects topic peaks within large volumes of mentions. It gives Nestlé the opportunity to quickly analyze the general online conversations about their brands so they can act quickly.
Another feature the team uses to stay up to date with all discussions about umbrella and sub brands, competitors, or even new topics, is Signals. These automatic email notifications inform them about abnormalities in the data, like sudden changes in sentiment. Again, this means they don’t need to be logged in to be alerted to key online incidents.