Beyond Social Listening
Online conversations are essential to a brand's understanding of how it relates to culture and the broader world. But the tools marketers have traditionally used to leverage these conversations are limited — they can track sentiment and trends based on words. But the arduous task of deciphering what these shifting word clouds imply is largely left to humans.
Could it be possible to use the vast understanding of human language and culture that new AI models like GPT-3 possess to analyze what people say about a brand and summarize the takeaways in plain English?
Let's see how this works with the world's favorite corporate whipping boy, Meta. This example uses thousands of recent Tweets about @Meta, but the approach can work with any textual data source.
The following report was written by a 🤖 with no human editing:
Analysis of Recent Tweets About @Meta
The main themes in the tweets about @Meta are frustration with customer support and technical issues, concerns about privacy, and the potential for technology to improve various activities. These comments could have marketing implications for Meta's Company Leadership if they are indicative of a broader trend of dissatisfaction with the company's products or services. If Meta's Company Leadership is not aware of these issues, they may want to consider addressing them in order to improve customer satisfaction. Additionally, "Meta's Company Leadership" should continue to invest in developing innovative technology that can improve people's lives in some way.
Topic 1: Meta
32% Share of Conversation
The common theme among these comments is that people are frustrated with the lack of customer support available from Meta and its lack of responsiveness to concerns about its platform. This could be a cause for concern for Meta's Company Leadership, as it could lead to a loss of users and/or negative publicity.
Topic 2: Facebook
29% Share of Conversation
The common theme among these comments is that users are struggling to access their Facebook accounts or are experiencing other issues with the platform. This could be due to a number of factors, such as being locked out of their account, having their account hacked, or simply not being able to access certain features.
There are a few marketing implications to consider here. First, it's important to make sure that your company's Facebook page is up-to-date and that users can easily find it. Secondly, you may want to consider investing in some customer support resources to help address any issues that users may be having with their accounts. Finally, it's worth considering how you can use Facebook to reach out to your target audience and promote your company's products or services.
Topic 3: Instagram
16% Share of Conversation
Some of the common themes in these comments include frustration with technical issues, lack of customer support, and concerns about privacy. These comments could have marketing implications for Meta's Company Leadership if they are indicative of a broader trend of dissatisfaction with the company's products or services. If Meta's Company Leadership is not aware of these issues, they may want to consider addressing them in order to improve customer satisfaction.
Topic 4: Technology
6% Share of Conversation
The common theme among these comments is the potential for technology to enhance or improve various activities. This could be anything from work and productivity to recreation and entertainment. The implication for Meta's Company Leadership is that they should continue to invest in developing innovative technology that can improve people's lives in some way.
Topic 5: Hacking
5% Share of Conversation
There are a few common themes among the comments above:
People's accounts are being hacked
People are struggling to recover their accounts
People are resorting to Twitter as a last resort to reach customer support
There are a few marketing implications for Meta's Company Leadership to consider:
There may be a perception that their accounts are not secure
People may be hesitant to use their products if they are worried about their accounts being hacked
They may need to improve their customer support in order to address people's concerns about account recovery
Topic 6: WhatsApp
5% Share of Conversation
The majority of the comments seem to be about technical issues with the WhatsApp app, specifically related to picture quality, message forwarding, and backups. There are also a few comments about features that users would like to see added, such as the ability to disable message forwarding and an "off" button for the app. Overall, it seems that users are generally unhappy with the current state of the WhatsApp app and would like to see some improvements made.
As far as marketing implications go, it would be beneficial for Meta's Company Leadership to address these issues head-on. They could do this by issuing public statements about the steps they are taking to improve the app, or by releasing new features that address some of the most common complaints. By addressing these issues directly, Meta's Company Leadership can show that they are listening to their users and are committed to making improvements.
Topic 7: Metaverse
4% Share of Conversation
The online comments about "metaverse" have a few things in common. First, they suggest that the metaverse is a real and growing phenomenon. Second, they suggest that companies like Meta are leading the way in developing the metaverse. And third, they suggest that the metaverse has implications for everything from gaming to exercise to intimacy.