In the CX Social Insights Overview you are able to see the total amount of mentions tracked for your topic, from which sources they came, the sentiment they have and much more! In this article will take a deeper dive into the different sections that are available in the Insights Overview. You can click on the different sections.
● Total Mentions
● Brand Activity
● Brand activity + Engagement ≠Total Mentions
● Compare mode
● Top Sources
● Compare mode
● Trends, Hashtags and Wordclouds
● Top Photo’s, Videos and Links
● Top Websites and Most Shared Websites
When you are looking at the Insights Overview the first section you will see is the Total Mentions Widget. In this widget we show you the total amount of mentions we tracked and matched your topic setup during your selected date range. The amount is based on the number of mentions you have in All Mentions in your Inbox with the same date range.
If you look to the right part of the Total mentions Widget you will see Brand Activity and Engagement.
Brand activity includes all activity by the social profiles connected to your topic. In other words: anything that was posted by the profile. The amount of Brand Activity mentions equals the amount of mentions you see when applying filter 'status:sent' in the 'All Mentions' folder in Inbox with the same date range.
Examples of mentions that are part of the Brand Activity:
● Facebook: Posts, comments, likes and private messages that were sent by the profiles itself.
● Twitter: Tweets, replies, native RT's and Direct Messages (note: Favorites are not included).
● Linkedin Company Page: Posts and comments made by the profile
● Foursquare Venue: No brand activity is measured for Foursquare
● G+ Page: Posts and comments from the profile
● Instagram Profile: Posts, comments and likes
● Youtube Channel: Uploaded videos and comments
● Pinterest: Uploads made by the profile itself.
● Tumblr Blog: Posts and reblogs by the account itself.
● Mixcloud Profile: Uploads and comments by the profile itself.
● Tripadvisor: No brand activity is measured for Tripadvisor POI's, since posts are made by users.
● Soundcloud: Uploads by the profile.
● Vimeo: Uploads and comments by the profile
Engagement is the second metric that you will be able to see in the Total Mentions Widget.
This the total number of times your Community engaged with the social profiles connected to your topic(s)
● Facebook: Likes, Comments, Replies, Wall Posts, Private Messages by others on the Page.
● Twitter: Private Messages, replies, @mentions and RT's by others towards the Twitter account.
● Linkedin Company Page: Likes and comments by others in relation to content by the page.
● Foursquare Venue: Checkins, Photo Uploads, Tips.
● G+ Page: Comments by others on content from the page
● Instagram Profile: Likes and Comments by others on uploads from the Profile.
● Youtube Channel: Comments and replies by others on your content
● Pinterest: Repins.
● Tumblr Blog: Comments and Reblogs by others.
● Mixcloud Profile: Favorites and Comment by others on uploads.
● Tripadvisor: Ratings and recommendations by others on Point Of Interests.
● Soundcloud: Likes and comments by others on uploads.
● Vimeo: Comments and likes by others on the channel's uploads.
Brand activity + Engagement ≠Total Mentions
Whilst looking at the total number of mentions it may happen that the total amount of mentions is larger than the sum of Brand Activity and Engagement. This is because Engagement and Brand activity only includes mentions coming from one of the social profile(s) you connected to the particular topic.
Total mentions include all the mentions tracked in this topic. So not only those picked up via a connected social profile, but also those tracked via the keyword search.
You also have the option to Compare the total amount of mentions from different topics. For example if you want to compare the Total amount of mentions for your own topic vs. your main competitor, which you are also tracking CX Social. Simply toggle the Compare button and select Compare by Topic. (Make sure you have multiple topics selected before comparing or this won't work!). With a 'Compare' active, you will see the same data set, but split up per attribute you selected.
If you are interested in knowing from which sources we are tracking the most mentions, the Top Sources Widget will give you a full overview. This widget shows you the amount of mentions per source. The sources are sorted based on the amount of mentions, starting with the highest on the left to lowest, far right.
When hovering over a source, you will see the detailed break up of numbers per type of mention for that source. The numbers reflect the amount of mentions from and to monitored profiles, as well as any mentions generated by the keyword query. Hovering also shows the name of the social source, which helps you out if you wouldn't recognise the icons right away. By default we show the top 8 social sources. You can click "Show all" at the right top to see the amounts for all available sources.
You also have the option to Compare the Top Sources of mentions from different topics. For example if you want to compare the Top Source of mentions for your own topic vs. your main competitor, which you are also tracking CX Social. Simply toggle the Compare button and select Compare by Topic. (Make sure you have multiple topics selected before comparing or this won't work!) By hovering over the Top Sources you will see the number of mentions per source per topi instead of the types. This will allow you to do a quick comparison between the amount of mentions per source.
In the overview you will also find a general overview of how people feel about your topic or brand. Right under Top Sources, you will find the Sentiment breakdown of mentions in your topic. These numbers are entirely based on the number of mentions in the Inbox and grouped per sentiment value.
The Pie Chart on the left gives you the general sentiment break down for your selected period, whereas the chart on the right will break it up into the selected date grouping. You can also leave out selected values for the line graph by hovering over the right top of the chart, clicking the cogwheel button and then (de)selecting one or multiple values by clicking them.
Hovering over lines graphs will also cause a pop-up menu with the amounts for the selected sentiment values and situating the selected bar within the chosen date range and date grouping. Clicking on a specific part will present you with a pop-up showing the mentions.
It is important to know that only mentions with determined sentiment are included in the metrics. The mentions for which the sentiment could not be determined are automatically labeled as unknown and not included here. If you wish, you change the sentiment manually for the unknown ones, so all mentions end up being included. If you want to know more about how we define the sentiment for mention, you can read this here.
You also have the option to Compare the Sentiment from different topics. For example if you want to compare the Top Source of mentions for your own topic vs. your main competitor, which you are also tracking CX Social. Simply toggle the Compare button and select Compare by Topic. (Make sure you have multiple topics selected before comparing or this won't work!) You will immediately see that the Sentiment widget will show 2 smaller line graphs that show the Sentiment of the topics you have selected. This allows you to do a quick compare on sentiment.
Trends, Word Clouds and Hashtags
In the Trends, Word Clouds and Hashtag section on the overview page in Insights we provide different types of Word Clouds based on: Hashtags, Trending topics and Words used in your account. All of them are calculated in real time from all data specified by the active topic selection, date range and other filter settings. Additionally if you have Category Models activated in your account you will have the option to see a Word Cloud based on your Category Tags.
In the drop down menu next to the Trends you can select the different types of clouds you would like to see. Simply click and switch to see the correct cloud:
● Word Cloud
● Category Model Cloud
● List View
● Compare mode
Trending clouds show headline phrases instead of just individual words or hashtags. Phrases may contain more than two words because these are computed from bigram frequencies only (pairs of words). This means that the frequency shown when hovering over a phrase in the cloud may differ slightly from the phrase's actual frequency.
In more technical terms, phrases are computed from a directed, weighted graph that connects words with weighted edges. The weight of an edge between two words corresponds to the frequency with which the particular combination of words or bigram actually occurs in the active set of mentions.
Headline phrases ("trending topics") correspond to paths in the graph that are more strongly connected than other paths in the graph going through the phrase's words. Ideally, all edges in such a path have more or less the same weight, corresponding to the actual frequency with which the corresponding phrase occurs. This is not always the case however, which explains why tooltip frequencies may sometimes differ slightly from the phrase's actual frequency.
Word clouds only contain individual words, and more frequent words are shown in a larger font. Stop words (such as "the" and "a" in English) are not shown, because they are not informative.
The frequency shown in the tooltip when hovering over a hashtag or word in a cloud corresponds to the number of mentions containing the word (given the active topic selection and filter settings).
Hashtag clouds only contain hashtags. Hashtags that are more frequently used are shown in a bigger font size.
The frequency shown in the tooltip when hovering over a hashtag or word in a cloud corresponds to the number of mentions containing the hashtag (given the active topic selection and filter settings).
When you activate Category Tags in your account, your Trends dropdown will also include the names of the active Category Models in your account. When selecting one of them, we render a word cloud based on those tags.
The tags which were applied to most to your data will appear in a bigger font size. The tooltip you see when hovering over a tag shows the amount of mentions this category tag was applied to (taking your active topics and filter setting into account).
You also have the option to Compare Trends, Hashtags and Word Clouds from different topics. For example if you want to compare the Trends for your own topic vs. your main competitor, which you are also tracking CX Social. Simply toggle the Compare button and select Compare by Topic. (Make sure you have multiple topics selected before comparing or this won't work!) You will immediately see that the Trends widget will show different hashtags in different colors. Each topic has it's own color. This allows you to do a quick compare on Trends, Hashtags or Word Clouds.
In the Trends, Hashtag and Word Cloud widget you also have the option to toggle a list view by clicking on the small icons on the right side of the widget. This will change the widget to a large list and show you the word (or hashtag) and the amount of times it has been used.
Top Photo’s, Video’s and Links
In the Photos section you can find valuable information about the visual content (including video’s and links) you see the most in relation to the selected topic you're monitoring.
The dropdown menu next to the title allows you to choose between three options:
● Top Photos: Here you can see photos that are often included or referred to in mentions of your topic.
● Top Videos: Just like with photos, you can see videos that are often included or referred to in mentions of your topic.
● Top URLs: This shows a list of the most mentioned links in your topic.
For each of the links we try to show a visual representation by eg. showing an image included on that link. If you click on the image related to the link, you will be able to see the link and a short description. (Note: There's a difference between the source URL of a message, where it's from, and the mentioned URLs, which URLS are included in the message and the ones being shown here.)
For all three categories, hovering and clicking have the same results. When you hover over the thumbnails, you will see the amount of mentions involving the picture/video/URL. Clicking a thumbnail will give you a pop-up with the original mention in which the picture/video/URL was included, along with all related message. Important to know is that if you click the more button will allow you to see more pictures/videos/URLs than the top 10 mentioned ones.
Top Websites and Most Shared Websites
In the last but not least section of the Insights Overview page you will be able to find an interesting and simple set of data that can be helpful when trying to understand which websites provide the most value for your business. Next to the title “Top Websites” there is a small dropdown button available that allows you to choose between Top Websites and Most Shared Websites
● Top Websites: Top websites are ranked according to the number of mentions on that website about your topic. This list will typically contain user content driven sites like Facebook, Twitter, and forums or message boards relating to your field.
If you take a moment and hover your mouse over the various percentages, you will see how many mentions were counted from each individual site. Clicking the percentage will show you the mentions coming from the chosen website.
● Most Shared Websites: Top websites ranked according to how much they are mentioned by others in relation to your topic. So if a mention of your topic also contains a link to a website, that site is a candidate for this list. Just like with Top Websites, if you hover your mouse over the percentages, you will see how many mentions were counted from each individual site. Here as well, clicking the percentage will show you the mentions containing a link to the chosen website.
For both top websites and most shared websites, you will find a short description for the highest ranked websites in a list of descending order on the right side. Clicking the logos will take you to the chosen site.
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