Learning Outcomes
Grasp the insights that can be gained from the Content Insights timeline.
Understand how to analyse various aspects of the conversation over time.
Learn how to use different metrics for deeper understanding.
Exploring the Content Insights Timeline
The Content Insights Timeline page is a collection of insights charts that enable you to visualise and gain an in-depth understanding of the evolution of the conversation over a period of time.
These time-based charts can highlight a range of insights about your coverage, whether it's analysing volume or engagements over time, tracking changes in top data sources, sentiment, emotions, or credibility throughout your chosen period.
For even more insights, you can examine the data in each visual using additional metrics to understand changes in Volume, Visibility, Media Reach, Media Impressions, Social Impressions, and AVE and over time.
Understanding Content Over Time
The "Content Over Time" chart analyses conversations over a period, tracking changes in volume and engagement activity within a given period.
One useful feature of "Content Over Time" is the ability to visualise the data in a way that makes it easy to spot patterns and trends. Content with high levels of engagement such as social shares and comments are overlayed on the chart and colour-coded to indicate the channel where they were posted, such as Online News, Print or Broadcast. This allows comms professionals to quickly identify which platforms are generating the most activity and to compare the relative success of different types of content across channels.
💡Top Tip: The "bubbles" on this chart identify the top posts with the highest engagement such as social shares, replies, reposts and comments. Hover over each bubble to view the original content.
Analysing Top Data Sources Over Time
This visualisation represents changes in the data sources within the conversation. Data sources include Print, Broadcast, Online News, and various social platforms like X, Facebook, and Reddit.
📊 Metric Insights: Gain insights into the distribution of data sources to identify the dominant sources shaping the conversation. By analysing the data sources in this way, you gain an understanding of the conversation dynamics and can tailor your strategy accordingly.
📈 Chart Example: In the example above, you can see that Reddit is the primary platform for the topic. This suggests that, over the selected time period, Reddit is a key platform for discussing and sharing information, significantly impacting the overall conversation.
💡Top Tip: Use the Top Data Sources chart to gain additional insights into the data sources within the conversation, including identifying which data sources have the highest reach, impressions, visibility, and AVE.
Examining Most Active Time and Day of the Week
Understanding when your audience is most engaged with your conversation is crucial for creating effective social media campaigns. Knowing the peak activity times allows you to time your campaigns for maximum visibility and engagement.
For example, if your audience is most active during lunch breaks or in the evening, you can schedule your posts to go live at those times to increase the likelihood of them being seen and engaged with. Similarly, if your audience is most vocal during the weekends, you could plan your campaigns accordingly.
📈 Example: Using the "Most Active Time and Day of the Week" heatmap, we can see that the various audiences within the coffee conversation contribute during the evening, especially on Tuesdays and Thursdays between 5-8 PM.
Examining Sentiment Over Time
"Sentiment Over Time" breaks down coverage by sentiment, showing changes in sentiment about a given topic, over time.
Sentiment analysis involves identifying and categorising language expressed in posts as positive, negative, or neutral. The height of each area on the visual represents the proportion of posts identified as conveying that particular sentiment, with the total area representing the total number of posts analysed.
📊 Metric Insight: Use this visual to compare sentiment on specific days, identifying days with increased negative sentiment or increased positive sentiment.
Emotions Over Time
This visualisation breaks down posts based on emotion analysis, visualising the conversation's evolution in relation to the five key emotions: anger, disgust, fear, joy, and sadness.
The height of each area on the visual represents the proportion of posts identified as conveying that particular emotion, with the total area representing the total number of posts analysed. This allows you to easily see how the tone of a conversation changes over time.
💡 Top Tip: For increased insight, view the emotion analysis using different metrics, such as Volume for understanding the number of media items scored with each emotion, and Media Reach, Social Impressions, Visibility, and AVE to identify the most prevalent emotion based on that metric.
📈 Example: In the above example, Joy is the emotion that appeared most often in the media coverage over the selected time period, followed by sadness.
Misinformation Over Time
This visualisation allows you to track the prevalence of misinformation over time, based on Credibility. Misinformation refers to false or misleading information that can spread quickly, and it can be difficult to differentiate between credible and non-credible sources. By examining the volume of posts coming from credible, non-credible, satirical, or user-generated sites over a specific time period, you can gain valuable insights into the scale of misinformation.
📊 Metric Insights: Use Media Reach, number of Impressions, Visibility, or AVE to identify the risk of misinformation spreading using additional metrics.
For example, using Media Reach to determine if media items with a credible or non-credible label have a higher reach to understand the potential impact of increased risk of misinformation within the conversation.
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