Rijeka ECOC 2020
SOCIAL MEDIA ANALYSIS
With the help of our own Metricom® tool, data is searched and collected by pre-agreed keywords for the purpose of making strategic decisions, detecting possible problems or opportunities and gaining deeper insights, which would not be possible without processing and proper interpretation of large amounts of data by our analytical team.
By monitoring the content created on the topic of Rijeka 2020 by users of social networks, we collect and deliver data to the client once a month in the form of an analysis with the aim of strategic planning and consideration of the scope and effects of communication.
The challenge in the monthly analysis is processing a large quantity of unstructured data collected from multiple sources and from different channels, over 14,000 of them, which must first be filtered, structured into a complex matrix, analyzed according to predefined topics, subtopics and qualitative parameters, interpreted and ultimately visualized.
Sample
In addition to other media, we analyze contents selected from social networks:
- YouTube
A presentation of key findings is delivered in Word, all lists of topics and subtopics, tables and graphs in an Excel spreadsheet, and a complete analysis with accompanying comments from senior analysts in a PowerPoint presentation.
A set of key performance indicators (KPI) is used for comparing trends in different types of media in parallel and consistently (classic –
online – social networks) and in different phases of the communication process (before the campaign, at the opening of the event, during and after the campaign).
Sentiment, topic, reach, impressions, impact, and engagement are analysed.