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
Content Insights Timeline is a collection of powerful analysis charts that enable you to visualise and gain in-depth insights into the evolution of your search 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, Media Reach, Impressions, Visibility, and AVE over time.
Understanding Content Over Time
"Content Over Time" is an approach to analysing and interpreting conversations over a period. This method involves examining posts and interactions in online spaces, and tracking changes in engagement quantity and quality over time.
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. For example, posts with high levels of engagement can be colour-coded based on the channel where they were posted, such as X, Facebook, or Instagram. Allowing researchers 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 prevalent posts with high engagement levels. Hover over a bubble to view the original content.
Analysing Top Data Sources Over Time
This visual 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 most influential 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 conversation. 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 media coverage volume using sentiment analysis, showing changes in sentiment volumes 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 score, with the total area representing the total number of posts analysed.
📊 Metric Insight: Use this visual to compare sentiment volumes on specific days, identifying days with increased negative sentiment. Selecting the peaks on this visual to view the posts contributing to this spike in negative sentiment.
Emotions Over Time
This visual 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 conversation's emotional tone changes over time.
💡 Top Tip: For increased insight, view the emotional analysis using different metrics, such as Volume for understanding the number of media items scored with each emotion, and Media Reach, 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 visual assists you in tracking the spread of misinformation over time. Misinformation, including false or misleading information, can spread rapidly, making distinguishing between credible and non-credible sources challenging.
By analysing the volume of posts over a time period with credibility labels such as credible, non-credible, satire, or user-generated content, you can monitor the periods of increased risk of misinformation spreading.
📊 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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