50 Insights of Social Media Monitoring

of Social Media Monitoring
50 Insights

Social Figures offers services and
tools to listen to the consumers in
the main social channels, bringing
information and insights about
brands and networks.
With BrandCare tool it is possible
to collect, store, analyse and view
mentions in the main social
medias.
Find out some of the applications
of social media intelligence
throughout the next slides.

What is it and how to find out?
Collect and view mentions to one or more brands or personality, in real time.
All it takes is setting up a search in BrandCare and the mentions start to be
displayed in a matter of minutes.
01. What people are talking about my brand?
How to use the
information:
. Reply to questions from
consumers
. Solve client's problems
. Find sales opportunities

Find business opportunities and
interaction, in real time.
Just add keywords related to your
business in the search and follow the
Mentions tab.
02. Who is looking for my product or service now?
How to use the information:
. Make active prospection
. Find business opportunities
. Discover the online target audience

Find out at what times people
mention the monitored brands
the most.
Just set up monitoring with the
desired social medias and the
graphic will show up
automatically in the Dashboard
tab.
03. At what times do people talk about my brand the most?
. Decide which times are the best to post
. Organise Customer Service team's schedule
. Evaluate usage behaviour
Read more about
this insight!

Analyse the volume of daily mentions.
See the data in the Dashboard area or
in Reports area, filter the desired
period and generate a file in Mentions
by Date.
04. On which days did my audience talk about the brand the most?
. Identify reasons for mention
peaks
. Discover seasonal fluctuation of
interest for the brand or product

Compare the volume of mentions in different social medias.
Just set up monitoring selecting all social medias and the graph will show
up automatically in the Dashboard tab.
In which social media platform is my audience
. To plan action and content volume in the different social medias.

Measure the daily number of mentions on each social media or data
source.
It is possible to view the information in the Dashboard with the help of
filters or to export in different ways in the Reports section.
06. What is the daily variation in the different social medias?
. Measure the impact of actions and content in a segmented way,
in each channel.
. Analyse effectiveness of cross-media actions.

What is it and how to find out:
Sentiment analysis, by measuring Positive
Inclination, Negative, Neutral or Hybrid in
connection to a brand, company or
personality.
It is possible to make manual analysis or
establish automated rules.
07. What is the audience's sentiment about my brand?
. Understand favourability of consumers
. Report the data as result metrics
. Cross feelings data with subject, themes and campaign tags.

Compare the volume of mentions
between Brand and Competitors
daily.
Automated graph in Dashboard,
Audience area and available to export
as a Report.
08. How do mentions to the brand and competition varies?
. Find out facts which influence all
brands in the segment
. Analyse deviations from the
standard to potentialise positives
Brand Competitor A Competitor B

Understand conversation share (or share
of voice) about a brand ahead of your
competitors.
To find out, you set up a search with
keywords for each brand and compare, in
the Dashboard or exporting the data, the
volume of mentions.
09. What is the share of conversations about my brand in the segment?
. Report as result metric
. Compare the market share of each brand.
. Analyse fluctuations in a timeframe
Share of Voice
Brand
Competitor A
Competitor B
Competitor C

Sentiment Analysis, measuring positive inclination, Negative, Neutral, or
Hybrid,
After a human-manual analysis or to establish automated rules, compare
fluctuation in a timeframe.
10. What is the evolution of the public's sentiment about my brand?
. Measure fluctuation of feeling according to what is happening,
campaigns and launches.
. Report as result metric in social medias

Compare feeling of consumers in relation
to competitor's brands.
Monitor each competitor in a search and
export sentiment data.
11. What is the difference in the Sentiment between brands?
. Follow competitor's evolution
. Position brand results in connection to the market

Measurement of users and channels
which mentioned the brand the most
over a specific period of time.
Measurement and automated
report, which can be seen in
Audience or Reports.
12. Who are the people who mention the brand the most?
. Make engagement actions
. Identify user motivations

Measure themes approached by competitors in Facebook
pages, Twitter profiles and corporate blogs.
Set up a competitive Search in monitoring, to follow one or
more competitors channels.
13. Which themes are brought by the competition?
How to use the information?
. Find topics not yet approached by competitors
. Discover which topics generate higher engagement of target
audience.

Geo-based measurement, useful for global brands. Automated identification
based on users bio. Can be seen in the tool's Dashboard
14. Which countries mention the brand or the topic the most?
. Compare local performance of
global brands social medias.

Geo-based measurement, useful
specially for national companies,
political campaigns and franchises.
Automated identification based on users
bio. Can be view in the tool's dashboard
15. Which states mention the brand or topic?
. Compare digital performance of franchises in different regions
. Measure potential areas which are not yet served.

Geo-based measurement at
municipal level. Automated
identification based on users bio.
Can be seen in the tool's
Dashboard.
16. Which cities mention the brand or the topic the most ?
. Compare digital performance of franchises in different regions
. Measure consumer potential of areas which are not yet served.

What is it and how to find
out?
Analyse how the brand,
company or personality is
approached by the media
outlets
Set up or filter specific news.
17. How does the press talk about the brand ?
. Optimize PR
. Find new outlets for relationship
. Improve media plan

Compare total number of mentions
with the total number of users.
It is possible to compare and export
data in the Mentions and Audience
tabs in the Dashboard
18. How many mentions each user publishes, on average?
. Understand concentration level of conversations: If
there are just a few users talking a lot about it, or a lot of
users talking little about it.
. Check differences in concentration between engaged
users and relapse users.
x Unique Users

Measuring number of followers in
Twitter, indicator of profiles potential
reach.
It is possible to see the information in
the Mentions tab or to export data in
Reports.
19. What is the average of followers who talks about my brand?
. Measure potential impact of positive
and negative messages
. Define referentials and outreach goals
14
2134
1907
17538
9352
4730
321
16
6
3
0
1 a 49
50 a 99
100 a 499
500 a 1k
1k a 9k
5k a 10k
10k a 50k
50k a 100k
100k a 500k

Measurement of frequency of word
mentions in all monitored texts.
Monitor brands and relevant terms
and then view in Content & Tags area
in the dashboard.
20. Which are the most used words in conversations?
. Find frequent words to analyse themes and
conversation topics
. Enhance content, using consumers
linguistics
Cookies
Milk
Mother
Position
Me
Speak
had

Measurement of word mention
frequency in all negative/complaints
mentions.
Monitor brands and relevant terms and
then view it with the negative
mentions filter, in the Content & Tags
in the Dashboard.
21. Which are the most commonly used words in complaints?
. Improve rules of automated complaints alerts
. Understand how potential crisis start
Friend
s
Me
Better
Patient
Nurse
Hospital
Reception

Measurement of word mention
frequency in all positive/compliment
mentions
then view, it with the negative
mentions filter in the Content & Tags
area of the Dashboard.
22. Which are the most commonly used words in compliments?
. Understand how the positive
repercussion happens and make actions
to incentivise it.
. Positively emphasizeattributes in
campaigns and ads.
Store
Course
Order
Courses
Buy
Contact
Internet
Teachers

What is it and how to find out:
Measuring frequency of #hashtags in
monitored content, specially useful for
Twitter and Instagram.
then view in Content & Tags area of the
Dashboard.
23. Which are the audience's most used hashtags?
. Discover supporting hashtags or criticism to
personalities and brands
. Join the consumers conversations, by
publishing content using the highlighted
hashtags.
Leia mais sobre
este insight!

Measure which catalogue products,
portfolio or menu, for example,
generate more mentions in social
medias.
To find out, you must analyse brands
with tags and related mentions of each
product.
24. Which product generates more mentions?
. Optimize online ads using flashy pictures of products which
generate engagement.
. Publish content about the best selling products
. Cross with sales data and expand main products variations
64
23
1
6
10
47
42
16
6
Shake de
Café
Chocolate Smoothies Chá
Gelados
Espressos Cafés Tortas Salgados Outras
bebidas
Ice Coffee Chocolate Smoothies Ice Tea Espresso Coffee Pies Wraps Cold Drinks

Identify which component aspects of
a product generate most mentions.
Decompose the product in its
aspects and mark its aspects with
tags, manually or automatically.
25. Which aspect of my product generate most mentions?
. Emphasize most important aspects and
functionalities for consumers.
. Support research & development sector
14 12
6
15
22
48
Sabor Preço Nutrição Disponibilidade Produção
Natural
Embalagem
Taste Price Nutrition Availability Organic Package

out?
Identify which component of a
service generates more mentions.
Decompose the service to its
aspects and mark them with tags,
automatically or manually.
26. Which aspect of my service generates more mentions?
. Reward professionals and managers
responsible for each service sector
. Increase conversion in audiences which value
different aspects
14
76
6
212
45
60
Conforto Atendimento Segurança Quartos Restaurante TarifasComfort Customer Service Safety Bedrooms Restaurant Fees

Analysis of phase moments in
purchase, from research to after sales.
Monitor the brand, add to mentions
the tags which are related to the
purchase phase and export the data in
Reports.
27. Which phase/ aspect of my service or product needs more attention?
. Create actions of social sharing about
purchase, such as instructions and unpacking
. Find eventual impacts of logistical problems
2751
1800
412
Pré-Venda e Compra Compra Entrega e Pós-VendaPre – Sale Sale After- Sale

Analyse what types of attributes are
being associated to a company or
personality, according to its segment
and methodology.
Categorise opinative mentions
according to the attributes, values, and
associations made by the audience.
28. Which brand attributes are being associated to others?
. Support traditional market research about
consumer perception
. Explore desirable attributes in Marketing
actions
Trust
Innovation
TraditionProximity
Access
Brand Competitor

Basic and automated identification
of genders, based on the names
dictionary.
29. What is the gender of users who mention the brand?
. Use the information in
demographic analysis
88771 – Female 306553 - Male 9829 – Female 5270 - Male

Find out what type of audience or
stakeholders talk to the brand the
most, and how they talk.
30. What type of audience talks to my brand the most?
. Prioritise strategic audience in user
relationship
. Measure audience type distribution

Distribution of users collected in
Favorables / Unfavorables.
After analyse the sentiment, all it
takes is to view and download data
in the Dashboard.
31. How many are advocates and how many are detractors of my brand?
. Brand performance metrics
. Analyse relation between number of
negative/positive mentions and number of
favorable/unfavorable users.
Favorable
Opposed

User’s ranking by number of
positive mentions.
After the classification is done, all
it takes is to access the Audience
section of the Reports.
32. Who are my brand advocates?
. Reward satisfied consumers
. Motivate engaged employees
. Understand the characteristics of the positively
engaged people

Measure profile of people and
vehicles which negatively mentioned
the brands the most.
After manual or automated
sentiment classification, see data in
Audience or Reports.
33. Who are my brand's detractors?
. Find out what makes a consumer a brand's
detractor.
. Take actions to convert detractors into brand's
advocates
. Solve marketing issues connected to negative
mentions

Public mentions to the company,
work, brands and products made by
employees.
After mentions are collected, group
employees and collaborators in user
groups.
34. Are employees mentioning the brand?
. Orient employees about disclosure policy
. Discover and avoid HR crisis

Consultation in a database with
more than 32 million profiles,
ranked by influence (Klout Score)
or reach (followers).
35. Which are the most influential profiles by city or theme?
. Create relationship actions with potential influencers and authorities in
particular subjects which are relevant to the brand
. Set up searches in monitoring to find out popular themes in a specific area

To find out mentions made by a user in
the history of social media management.
To view, it's possible to see in the user
profile or export mentions with the
Export Mentions button.
36. What is the user’s mentions history?
. Analyse user involvement with the published content
. Understand contact points in the research and purchasing decision phase

Calculate and filter a sample number of
collected mentions, to optimize work.
BrandCare calculates the random
sample based on acceptable margin of
error, from 2% to 8%, according to your
needs.
37. What is an adequate sampling for monitoring?
. Optimize classification and analysi
. Understand precision and reliability of monitoring

Map a segment to follow what influencers are publishing.
It is possible to make longitudinal monitoring, search for connections between the
audience and monitor what the influencers say.
38. Which themes are brought up by segment influencers ?
. Produce content with themes that talk to influencers
. Orient planners to take actions which are interesting to the influencers of the
segment

Measure highlighted profiles in
metrics of network centrality.
Export optimized file through Labs
and manipulate data in the network
viewing software.
39. Who are the influencers of my network?
. Create list of key-influencers
. Plan actions of relationship with influencers
. Direct ads to the influencers

Find clusters of highly connected
profiles.
Export the optimised file through
Labs and apply the clustering
algorythm in the network
visualisation software.
40. What are the communities in my networks ?
. Develop reports of public profile
. Generate content directed to demographic characteristics of communities
. Find niche communities

out?
Understand which partners of
sponsored media generate
more repercussion.
Cross match the volume of
mentions sorted by influencer
activated during the campaign.
41. How many mentions did the sponsored content generated?
. Reward or invest more in efficient partners
. Direct more appropriate themes towards each partner
4200
1300
615
412
73
Menções Totais Menções Estimuladas Parceiro 01 Parceiro 02 Parceiro 03Total Mentions Stimulated Mentions Partner 1 Partner 2 Parter 3

Monitor the Facebook page and
understand which are the posts
generating more comments.
To view the information, all it takes is
to set up Facebook page monitoring
and see comments on each post.
42. Which publications generate more repercussion?
. Learn from consumers what they
prefer
. Use the number and quality of
comments as result metrics

There are many mentions in social media
comparin in the same post, tweet or
video, 2 or more competitors.
By monitoring the brands, all it takes is to
make a search for the competitor's brand
name.
43. How many mentions compare my brand to the competitors brands?
. Understand how many consumers evaluate alternatives
. Understand how consumers compare both brands attributes
2500
1200
800
500
120 80
Menções Totais Marca A Marca B Marca C Marca A +
Marca B
Marca A +
Marca C
Total Mentions Brand A Brand B Brand C Brand A+ Brand A+
Brand B Brand C

Understand how the main executives
and spokespersons are being
mentioned.
It is possible to make the executives
names monitoring directly, or filter the
ones which have already been
collected.
44. Como os executivos estão sendo citados?
. Analyse repercussion of public appearances such as interviews, conferences, and
declarations
. Measure the impact of investment subjects
. Avoid crisis
CEO CTO CIO CMO

Evaluate the effectiveness of PR, releases and follow-up through
news monitoring
Inside a campaign search for keywords connected to each releases
group.
45. Are the releases sent by PR Agencies being published?
. Measure relationship with vehicles
. Evaluate the quality of different releases and facts which can be published
. Discover new vehicles
15 13
6
25
Release - Release - Novo Produto Release - Comemoração Release - Prêmio
Matérias
Release - October Launch Release – New Product Release – Celebration Release - Award

Understand the impact of
franchise’s performance in the
online reputation of a brand.
Organize each mention according
to the franchise, unit and
reference store.
46. Which franchises of my network get the best evaluations?
. Evaluate performance of different teams
. Establish goals for service quality
Bondi Store Paddington Store City Store Parramata Store

Monitor pictures taken in the stores,
units, hotels and franchises to understand
what draws consumer attention.
Monitor keywords in different social
medias, specially Instagram.
47. What are clients taking pictures of while in my stores ?
. Use photographed elements as objects in ads
. Use the regions which generate more affectiveness from loyal customers

To avoid communication crisis, social
media monitoring can serve the purpose
of discovering which keywords are being
used by consumers in these moments.
Critical keywords can be added as Rules
for Alerts by Email.
48. How to prevent crisis?
. Make individual approach to the consumer after first critical mention.
. Immediatelly forward the problem to the respective sector

Understand which sites, portals and blogs
mentioned the brands, along with its internet
ranking.
BrandCare automatically collects Alexa Ranking,
that lists websites collected by the tool.
49. Which are most relevant sites that mentioned my brand?
. Compare impact of different sites according to its traffic potential
. Map new sites based on collected URLs
Alexa Rank
Site 01 75153
Site 02 434167
Blog 03 1784542
Blog 04 404743
Blog 05
3986818

Understand how appearances in TV shows, ads, etc. Impact the interest
people have in a particular brand in the social medias.
Monitor keywords in different social medias and isolate publishing
periods.
50. What is the impact of a TV show or other media in online mentions?
. Evaluate investment in medias to improve results
. Plan customer service to address the interest boom
. Make cross-media actions

Segmentação de Público no
Monitoramento de Mídias
Sociais
Sociais para Política e Eleições
Como Criar Categorias e Tags no
Sociais
10 Métricas para
Sociais
Análise de Redes em Mídias
Sociais
Monitoramento de Imagens e
Fotos em Mídias Sociais

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50 Insights of Social Media Monitoring

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50 Insights of Social Media Monitoring