We’ve just added Topic Clustering to our ever and fast-growing list of powerful features in 20/Twenty – our comprehensive social listening and monitoring solution.
With this all-new Top Topics and clustering feature, you can now identify the key conversation topics across huge datasets in an instant. Simply define your filters and hit ‘Apply’ to see the top topics of the day (or a custom duration) unravel!
Eliminating the need for you to trawl manually through thousands of posts, you can reach data insights much faster and cut down your research time in half. With intelligently surfaced topics, you can quickly identify the top areas of online conversation that need your attention.
Deep-dive into each auto-surfaced topic cluster to discover the top keywords behind each cluster and right-click to view the actual conversations behind these topic groups.
Identify Topic Sentiments In A Glance
Detect top negative or positive sentiment topics quickly and deep dive to discover more topic groups or keywords behind these. Right-click to view raw posts.
Using this nifty and uber-powerful feature, you can quickly isolate problem, concern or issue areas associated with your brands or products and address these points via optimized communication or communications and product strategy to your customers. Perfect for those PR or crisis management moments.
How Does This Work?
20/Twenty utilizes huge and continuously growing datasets comprising of posts, conversations and data points across all supported social media and data sources to train it’s machine learning algorithms and power our AI.
All the data that streams into our platform is intelligently classified by our Natural Language Processing (NLP) Engine, into more than 180 clusters across multiple industries, based on the content in the post. This map of clusters can be visualized at multiple levels in order to get a quick overview of the different themes of conversations with their overall sentiment, impact and traction. Each of these clusters can also be explored in detail, to see the individual conversations that fall under it.
Topic Clustering Hierarchy
More Filters = More Power
These topics are automatically generated based on your filter settings. This is based on 20/Twenty’s advanced clustering algorithm. Top 10 topics along with sentiments are displayed. You can deep-dive into each parent topic to identify the top 10 keywords and phrases driving these topics. Right-click on any topic to view the actual conversations behind these topics.
You can further sort these via built-in performance metrics on 20/Twenty such as impact, traction, and post volume to get to the most impactful conversation clusters in an instant.
Topic Clustering In Action
Here are some auto-topic clusters identified across various industries –
There’s more where that came from! Stay tuned and keep an eye out for more cool updates soon to come.
If you’ve got any questions or would like to find out how Topic Clustering and how 20/Twenty’s machine learning and AI prowess can help you and your business, reach out to us at firstname.lastname@example.org or contact us here and we’ll be in touch!
If you’re a 20/Twenty user, visit our Help & Support Hub to find out more about topic clustering.
If you’ve stumbled across this page, chances are you already have an idea of what social listening is, how it works, and have likely seen a couple of demos for the different tools that are out there. After looking around, you’re still not quite sure which to get – because after all, the budget is tight and you only want to get the tool that gives you the most bang for your buck.
It’s daunting trying to invest in something that you are not familiar with (like buying a house for the first time and not knowing that you’re supposed to inspect the plumbing), and the last thing you want is to rely on gut feel. For those of you at a loss, fret not – we’re here to help! After years of being in the industry and working with a wide range of clients, it’s apparent that there are some qualities within a tool and a service provider that are crucial to the success of its integration within a team.
As with any investment you wish to make, there is no ‘one size fits all approach’ that caters to everyone’s needs. Whether you are working in an MNC, SME, or just about to launch your startup, here are some of the things that you should consider when selecting the right social listening tool for you.
Wide Coverage of Data From Your Market of Interest – especially in Asia
The biggest frustration we hear from seasoned users is that their tool doesn’t cover conversations that they are interested in – especially in Asia and the Middle East. While this may not be an issue with data from English-speaking geographies, specialization is crucial when looking at regions with diverse languages such as Asia, Middle East, and even Latin America.
When Kraft Heinz was struggling to maintain its share price in early 2019 due to the loss of sales, many naturally attributed it to the shifting consumer appetite away from processed foods. While moving towards a healthier lifestyle is a global trend, it would be a mistake to assume it is identical across regions. By zoning in on different geographies, social media conversations were able to identify the differences in popularity, preference, and growth of interest towards healthy snacks. What’s more interesting is consumers’ underlying perception towards healthier alternatives: Singaporeans are willing to pay the price, Filipinos are more price-sensitive, and Indonesians’ DIY healthy snacks (Source: Healthy Snacking Trends Report 2019, Circus Social).
Localised insights are the crux of marketing and positioning in SEA and that’s why local expertise and coverage in these markets is crucial in solidifying your brand positioning.
Actionable Insights From Data
What is data if you can’t make sense of it? Once you have the assurance that the tool is able to deliver on the data you need, the next step is to assess if it can populate insights that you’ll be able to apply to your everyday tasks. Every tool has its own niche, which means the offerings for automated insights would differ based on that. Your responsibility is to have a very clear idea of what your team’s objectives are when subscribing to a social listening tool.
For instance, if you are looking to identify trends for content creation, you’ll need to have some sort of indicator that can determine if certain posts are gaining traction and going viral. But since users won’t always be on the tool and these trends are time-sensitive, it would be perfect if you can also get an email alert for that. This way you will always be in the know when there are potential trends to ride on, even when you are not actively looking through social media. (Note: Not all trends are worth riding on so make sure you look through the Trendspotting Checklist before doing anything reckless).
Only with a clear end goal in mind will you be able to drill down on the functionalities that are the best (tool) for you.
Try this: Ask your sales representative to show you a couple of automated insights. If you are not able to make sense of half the charts or see the insights making your job easier, it’s time to look for another tool. After all, if it’s not intuitive enough for you to understand easily, chances are it won’t be for your team too. You might just spend more time learning about the insights than actually applying it.
Fuss-free, User-Friendly UX/UI
As with any new skills that you are picking up, there is bound to be a learning curve. The same goes for a social listening tool, but the goal is to have things as simple as possible in order to increase buy-in from your team. You don’t need data to predict that your team is more likely to use the new tool if it’s easy and convenient – which is why UI/UX should also be at the heart of your consideration.
Couple of things to look out for in a good interface:
Easy Access to Data. It doesn’t have to be a Google search bar, but you want to have a tool that makes data search a breeze, without needing to input lengthy and complicated syntaxes. Just type in your keywords and voilà, the relevant posts pop up on the dashboard.
Clear and Standardized Segmentation. Each section on the tool should be clearly defined and standardized across tabs. For instance, the main menu should always be on the left, and everything that has to do with Facebook should be color-coded with the same shade of blue. This may seem pedantic, but you’d be surprised by the amount of confusion that can arise from this minor oversight.
User Prompts and Guides. Whether you are navigating the insights or configuring new topics for tracking, these prompts will be very handy in ensuring you don’t miss anything important.
Device Compatibility. While you don’t necessarily need to be accessing your tool 24/7, having the option to skim through insights when you’re on the go is always a plus.
Customization. There’s no interface that can cater to everyone, hence the ability to customize is the key to making the dashboard truly yours.
A good tool can meet your needs, but the best tool can show you things you didn’t know you needed. Don’t settle for a tool that is “good enough” for now – understand its history in innovating because there is always something to be improved, something that can make your life easier. This is especially true when it comes to social monitoring and analytics, the landscape is ever-changing since its inception and it will change continually down the road. Think about it – TikTok was just another app 2 years back, and now it’s everything anyone can talk about.
That being said, some established tools may easily fall into the innovation paradox and not be incentivized to move away from their current functionalities. After all, they have created a well-received platform, and moving away from its core may upset current users. While it may satisfy in the short run, such tools are bound to play catchup when they realize the innovation gap, by which users would have missed out on valuable opportunities.
You need a tool that can give you access to the latest data sources and fresh insights – which is only possible through continual innovation. It’s not to say that you cannot switch to another tool after finding it incompatible with your needs, but choosing the right tool earlier will save you a lot of time and headache from porting over.
Account Managers That Sets You Up For Success
Account managers are typically there to support onboarding or when the user faces any issue with the tool, but what sets apart the best tool from the rest is if you have someone who can be a mentor in social listening. These are the people who are the experts in recommending actionable strategies from social insights, and their experience can give you an idea of what metrics you should be on the lookout for in specific campaigns.
Even with the most comprehensive data, in-depth insights, seamless UX/UI, and state-of-art functionalities, the best tools can only bring you so far if you cannot make the most out of it. As your main helpline, the account manager strongly shapes overall experience with the tool, so make sure you get acquainted with the prospective manager before signing on.
At the end of the day, what makes the best social listening tool boils down to whether the tool specializes in YOUR use case and is able to help meet YOUR specific needs. If you’re a marketer, consider what strategies to implement to achieve your KPIs – be it on campaign launches or content creation. On the other hand, those of you in PR & Corporate Comms may be interested in the tool’s capability in crisis management, or directions on how to manage your company’s messaging.
If you are looking for a social listening tool or expertise in social media analytics, drop us an email at email@example.com and we’ll be happy to assess if Circus Social is the right choice for you.
In today’s world, the role of the PR practitioner is constantly evolving and involves so much more than press releases, press conferences, and managing crisis situations. From competitive analysis to tracking brand health, the day-to-day responsibilities of a person in Public Relations & Corporate Communications can be made much more manageable with the help of social listening.
From unsatisfied customers to social media blunders, most brands are bound to experience a crisis situation at some point. However, what can make or break a brand’s reputation is how the crisis is dealt with. Before formulating a plan of action and crafting up a response, it’s important to first get the facts:
Who is talking about it?
What are they saying?
Where are these conversations happening?
Why do they feel this way?
Having a good social listening tool on hand will allow you to keep track of the relevant conversations and answer all of the questions above, providing you with the insights needed to manage the crisis.
Staying on top of every single mention can be time-consuming, which is where alerts come in handy. Our social listening tool, 20/Twenty, offers users the ability to easily set up real-time alerts to keep you updated when developments occur. There’s a wide range of real-time alert options available for you to choose from. Some of the most important alerts we recommend for PR teams include:
Negative Sentiment Alert: Be notified when conversations with a negative sentiment exceed a certain threshold
Influencer Alert: Stay updated if an influential person with a significant number of followers has mentioned the crisis
Engagement Alert: Receive a notification if a mention garners a high volume of engagement
Measuring Public Relations & Corporate Communications Efforts
A lot of resources go into launching a campaign or introducing a new product, which is why it’s so important to measure the impact of these efforts. Social listening can help uncover how much interest a campaign is getting, how many people are talking about it, the sentiments behind these mentions, and much more.
In addition to tracking mentions, 20/Twenty’s Insights section displays important metrics to understand how a campaign has performed. Some of these include:
Volume of Conversation: How many people are talking about it?
Conversation Themes: What are people talking about?
Conversation Sentiment: Are people reacting in a more positive, negative, or neutral manner to it?
Channel Analysis: From Facebook to Blogs, which channels are most of the mentions coming from?
Share of Voice By News Sources: Which media publications have shared the most coverage?
The Conversation Over Time chart displays positive, negative, and neutral conversations over a period of time. Want to find out more about peaks in conversations? Simply right-click on any point and you’ll be able to view the actual conversations in the platform.
Ever heard of the saying “Keep your friends close, but your enemies closer”? If you’re not currently engaged in competitive analysis, chances are your competitors are already keeping tabs on you. While it’s crucial to listen in on what your consumers are saying, it’s equally important to keep an eye (and ear) on your competitors’ organic conversations.
Social listening can provide brands with competitive insights such as:
Campaign Performance: How well do competitors’ campaigns perform compared to your brand?
Brand & Product Sentiment: What do competitors’ consumers think of their brand and product?
Social Media Engagement: What kind of social content generates the most engagement for competitors?
Share of Voice: Which competitor has the largest share of voice in the market?
The Share of Voice chart in 20/Twenty is particularly useful when comparing the volume of organic conversations across competitors. In the chart below, it is evident that Shiseido is driving the most conversations.
If you have any questions or would like to find out more about how Public Relations and Corporate Communications teams can leverage on social listening, reach out to us at firstname.lastname@example.org and we’ll be in touch!
So what does adding the word social do to their meanings?
The act of social monitoring is when you recognise and react to brand mentions on social media.
This could be answering queries through a customer service representative, interacting with consumers on social media through a social media manager, or taking note of pain points your customers usually experience with your product. Social media monitoring is more of a reactive approach. Pringles is a brand that engages in this, by regularly responding to consumer queries and feedback on social media sites such as Twitter:
The act ofsocial listening, on the other hand, is when you gather data from and extract insights around:
(a) Organic brand mentions (b) Organic industry mentions (c) People organically sharing an opinion about your product or your industry/ competitors
With social listening, you do not necessarily have to react by personally responding to these mentions. Instead, you proactively try to find learning points from the myriad of data you’re gathering. You also look at data from a much broader perspective compared to social monitoring. Some examples include trend-spotting, pattern recognition, and consumer insights, which can then be translated into better marketing & content strategies.
In essence, social monitoring is a subset of the broader social listening process – the former as a goal of enhancing engagement with their current consumers, while the latter is an analytical effort to make more informed decisions & strategies for the brand moving forward.
Should I Monitor or Listen?
It’s important to note that there is no “better” option between social listening and social monitoring. While your business may have long-term goals such as establishing a strong brand image, achieving this also requires meeting short-term goals such as maintaining positive brand sentiments through continued customer satisfaction.
Social monitoring is great for staying on top of customer questions, complaints, or feedback, but social listening looks at the bigger picture and can provide insights into your consumers and competitors that you may not have been looking for.
If you’d like to find out which technique (or both) is best suited for your brand, feel free to reach out to us at email@example.com.
First things first – Social listening is the process of finding out what people are saying about a particular topic, brand, personality, etc. online. (You may read our previous blog “Social Listening 101” to learn more. You may also be interested in this interesting discussion on social media monitoring). In a very basic sense, social listening can be done by searching for keywords in the search bars of social media sites and manually checking through the post results:
While this sounds easy enough, it’s an incredibly tedious method and will not give you the full picture of what online conversations around a certain topic are about. That’s where social listening tools like Circus Social’s 20/Twenty come in handy.
What do social listening tools do?
Simply put, social listening tools work like a Google search engine, displaying mentions of a keyword or topic from social media sites (like Facebook, Twitter, Instagram, Reddit), blogs, forums, e-commerce, and product review sites, among many others. It’s important to note that only public posts are legally allowed to be crawled by social listening tools. If you come across a tool that provides private data, it’s probably been generated through illegal means. Circus Social works with reputable data providers and social media platforms to gain special access to public data. This is done after going through extensive reviews to ensure your private data is not accessed and personally identifiable information is not extracted and available.
How is data obtained from these sources?
Data is primarily obtained through data partnerships with companies such as GNIP (Twitter data provider), Facebook, Google, and many other sources. In addition to this, Circus Social has proprietary data crawlers that capture public data on blogs, forums, and websites via RSS feeds or APIs.
How can social listening tools find relevant mentions?
Searching for data in social listening tools such as 20/Twenty is done using keywords. If you want to find out what people are saying about iPhones, simply type in the term “iPhone” and online posts containing this term will appear:
From #iPhone to Apple phone, there are so many ways in which iPhones are discussed, which is why you need to include other relevant keywords when conducting a search. This is called a Boolean query, which is a combination of words and operators. There are a number of operators you can use to make your search term more robust, but these are the most common ones:
So how can we improve our search for mentions of iPhone? We can use a Boolean query like this:
iphone OR “#iphone” OR “#iphoneSE” OR “#iphone11” OR “#iphone11pro” OR “#iphone11promax” OR ((apple) AND (phone OR cellphone OR mobile))
By adding a few more keywords and Boolean operators, our search results increased by more than 2,000 mentions:
We hope that our simple explainer of how social listening works has piqued your interest! Check out the video below to see what else is possible in 20/Twenty.
Sounds like something scary? Like your every move is under surveillance and is being listened to? No, no, not at all. This article aims to clear up such misunderstandings and tell you more about social listening, and why it’s important for all businesses – big and small.
Social listening is a form of digital intelligence that tracks publicly available information and conversations in an effort to understand what your consumers’ preferences are. This can be found in various forms (not limited to) such as public online forums, influencer blogs, Facebook comments, news articles, etc.
Now why is that important?
In 2019, a study reported that there are 3.96 billion people on social media, with each user being active on an average of 9 social platforms. With the current accessibility to the internet and a growing youth population, you can expect an even greater increase (19%) for unique netizen growth. Essentially, you are looking at the world’s largest data group for businesses to tap into for insights and information.
Here is a generic overview of why social listening is important for your business. (We’ll cover some topics in more detail in our upcoming blog posts – stay tuned for more!)
1. Consumer & Audience Insights
Surveys, focus groups, and feedback forms are great ways to obtain consumer feedback… But what about what they’re saying behind your back? From Twitter to online forums, social media is where most of your consumers’ conversations are taking place. Through social listening, your brand can easily keep track of all these conversations in one dashboard, and uncover what they love, hate, and can’t stop talking about.
The Word Cloud in 20/Twenty is a great way to find out what people are discussing around a topic of interest:
2. Campaign Tracking
There’s no way to prove success unless you can measure it – which is why it is so important to be on top of your campaign performance. CPCs and CTRs may be useful when you are considering digital metrics, but what about the nuanced details that will help ensure the success of your next campaign? Social listening can help answer some of the most important questions about your campaign’s performance, such as:
How many people were talking about the campaign?
What did people say about the campaign?
Did the campaign generate more positive, negative, or neutral sentiments?
Which channels were most of the mentions coming from?
3. Competitive Tracking
With competitive analysis and research, one of the most important figures is Share of Voice, to uncover which brand is driving the most conversations. This is the closest way to track market share which makes it critical in assessing your efforts.
One of the many features 20/Twenty offers is the ability to compare the estimated reach, number of mentions, and volume of engagement across different brands. In the chart below, we can see that Chanel has surpassed Dior and Estee Lauder, having a much wider reach and generating the most organic mentions.
4. Industry & Market Trendspotting
Sharing content solely around your brand or products is not enough to keep audiences engaged. Brands are now leveraging on trending content such as the 10 Year Challenge to boost engagement and maintain relevancy with audiences. While most brands play catch up and jump on a trend as it’s peaking, wouldn’t it be more efficient to identify emerging trends before they go viral – keeping your brand ahead of the curve?
While you can pay someone to continually look through social sites and update you with the latest trends and memes, having a social listening tool that updates you on trends that matter will make the content creation process much easier.
For more tips on what trends are worth riding on, check out the trendspotting checklist we curated! Hit 6 out of 10 and you’re good to go.
5. Influencer Opportunities
When it comes to purchasing a product or switching brands, people no longer rely on just advertisements or product reviews. Influencers have become one of the top sources that consumers go to before making a purchasing decision.
If your brand is already engaged with influencers, social listening can help you keep track of the content being shared, and to assess the effectiveness and ROI of each post. Alternatively, if you’re looking for influencers to collaborate with, social listening can identify influential people in your industry who may or may not be talking about your brand or products.
6. Crisis Management & Prevention
From negative reviews to social media blunders, crisis situations like these can make or break a company. Ensuring you have social listening set up is essential to stay on top of negative sentiments about your brand, campaign, or products. After mitigating the issue at hand, you are even able to track the changes of the conversations to ensure everything is handled.
Ultimately, social listening and intelligence can be used in a breadth of situations in order to track and analyse your company’s key objectives. It’s functionality and deep pockets of data can prove invaluable to any company. If you want to find out more, reach out to us at firstname.lastname@example.org.
Gain consumer and audience insights by tracking what TikTok users post
Staying updated on the latest trends and viral content – allowing for social listening
Content inspiration for brands and influencer
Influencer identification by spotting engaging content
Key metrics that can currently be pulled in from TikTok include engagement data points such as likes, comments, shares, and views, as well as some information on the post’s author. Our social listening tool, 20/Twenty, helps users make sense of this data in the form of charts and graphs. Using the Conversation Over Time graph available in our Insights section, you can easily pinpoint the days when conversations around a topic of interest spike – indicative that something may be trending.
Want to compare the volume of conversations on TikTok to other online channels? Our Channel Analysis section offers just that.
If your brand is already working with TikTok, wouldn’t it be great to have all you need to know about this and other social media platforms in one complete dashboard? Circus Social has recently integrated TikTok as a core platform enabled for full social listening in 20/Twenty.
If you have any questions about tracking TikTok or would like to find out more about 20/Twenty, reach out to us at email@example.com.
Haven’t read up on the first 3 myths uprooted with social listening? Check out myth 1, 2, and 3 before reading ahead!
MYTH 4: “Promoting your brand on TikTok is a waste of resources”
False! Unlike other social media platforms, TikTok’s algorithm works to promote organic content that is engaging. For instance, if someone makes it through your entire video (which is a strong testament, in this day and age), it will be recommended to four other viewers. This opens up massive opportunities for brands to get on top of the curve – and all it takes is a smartphone and a creative mind.
Fenty Beauty actively posts on TikTok at least 4 times a week, ranging from product swatches to tutorials and comedy skits. One of their best performing posts in July was a best-practices makeup tutorial that was relatively easy to create with little to no post-processing. (Learn how you can track this and more with social listening, here) By having the person in the video apply her make-up while speaking directly to viewers, this gave the video an organic feel. Adding catchy and trending tunes in the background was also a great way to engage viewers. This video was viewed over 100,000 times and received 19,000 forms of engagement. Most commentators appreciate how easy the guide was to follow, and also shared their own makeup routines.
Fun fact: Jacob Pace, the CEO of Flighthouse, an entertainment brand and production studio, noted that when people try to learn a dance from TikTok, they need to watch the video numerous times. These repeated views are the reason why TikTok continues to recommend dance videos so often. Stay tuned for more insights uncovered on TikTok with social listening from 20/Twenty.
Check out the next interesting myth about TikTok we blasted right here!
MYTH 3: “TikTok is just a lip-syncing and dancing app”
While you may be familiar with the likes of the #Savage and #ToosieSlide challenges, there is so much more to the world of this exciting platform, such as product reviews, recipe sharing, comedy skits and more.
Essentially, TikTok is a platform for all creators to not only share their talents, but their views on products, brands, and other topics of interest. For instance, TikTok user @neko_chann’s eyeliner tutorial using Fenty Beauty’s Flyliner garnered a whopping 470K views and over 100K in engagement. With stats this high, this type of organic content is guaranteed to increase brand and product awareness, influence product purchasing decisions as well as its credibility.
We continued to dig deeper with social listening and check out more myths we busted right here!
Missed out on the first TikTok myth we debunked with our social listening power tool, 20/Twenty? Visit this blog post. On day 2 of the 5 TikTok Myths We Debunked, we look into:
MYTH #2: “Gen Zers are the only ones who use TikTok”.
While TikTok’s user base is indeed skewed towards the Gen Z demographic, Oberlo’s study of the US market indicates that the number of adults using the app are growing – from 2.6 million in October 2017 to 14.3 million in March 2019.
The demographics of this platform’s users can also vary depending on the type of content being shared. For instance, let’s take a look at users posting content around Fenty Beauty for instance. Using our social listening tool, 20/Twenty, we tracked Fenty Beauty-related TikToks globally and found that most of the content was shared by Millennials in their mid-to-late 20s.
Even senior citizens are on TikTok, and some of them are really popular! Grandma’s Sandy (@sandybepsycho) and Droniak (@grandma_droniak) are TikTok favorites, with more than 38 million & 7 million accumulated likes respectively. Grandma Sandy shares content with her grandson and hops on dance trends, while Grandma Droniak is well-known for her “A Day In My Life” videos and humorous use of lingos such as lit and glow-up.
We’ve busted another myth, check it out right here!