H+K Puerto Rico recently acquired a license for the use of the Sysomos Media Analysis Platform, a research and analytics platform for social media and web-based news media.
“The Sysomos tool allows us to tap into social media conversations spanning 189 countries — including Puerto Rico — and 186 languages. We can analyze up to two years of historical data, in real time, applying sentiment, geographic and demographic criteria,” explained Joseph Martinez, managing director of Hill+Knowlton Puerto Rico.
The data analysis begins by selecting one or more key words to measure consumers’ opinions and sentiment about companies, entities, products or services. Besides identifying conversations in social media such as Facebook, Twitter, YouTube and others, Sysomos also picks up information about news coverage contained in the web pages of conventional media outlets, such as radio, TV and newspapers. It also searches blogs and forums.
“In the case of Twitter, for example, we can identify who are the most influential and most authoritative Twitter users who are leading conversations and shaping opinion, during a given period of time. If we decide to analyze a six-month period, a graphic shows us the peak periods with most mentions about the topic under study. We are also able to calculate the number of impressions, and learn about the gender and geographic location of Twitter users,” Martinez said.
Once the most influential and authoritative twitters are identified, Sysomos provides information such as the number of followers, how many people they follow, the number of tweets, the authority ranking and the web page related to the Twitter account.
For clients interested in competitive benchmarking, Sysomos compares reach, share of voice and impact of your brand against competitors. It also analyzes change over time and across campaigns.
The tool offers a robust text analytics, trend and topic intelligence features, to understand the key words or topics that are trending around your search terms, to create better content or for crisis management. Through graphic images such as word clouds and buzz graphs, it shows the most common key words and how they relate to each other. It also analyzes the sentiment of the conversations, to discover if they are positive, negative or neutral.