A complex social media environment requires a sophisticated approach to analysis, which means that some of our project deliverables are different than a client may have seen in the past. The following is a list of some of the outputs that we typically provide along with a description of each.

Keep in mind that these outputs are usually delivered on a “just-in-time” basis, so our clients have the intelligence they need, when they need it.

Analysis Preparation

What it is

  • We consider this first step of our analysis process an important part of a sound consultative practice.
  • We meet with our client to fully understand their situation and determine what questions, when answered, would best fit their needs.
  • From the session, Nexalogy identifies the variables needed to perform the best possible analysis to answer our client’s questions. These variables serve as the foundation to our subsequent quantitative and qualitative analysis.

Data Gathering & Cleaning

What it is

  • A comprehensive dataset of all the blogs that fit pre-determined criteria. Extensive data cleaning is performed on the dataset to remove spam and other noise.

How it is used

  • The comprehensive data gathered is the basis of all subsequent analysis.

Lexical Map

What it is

  • A map produced through advanced semantic analysis (ie artificial reading) that plots the words most frequently used in the online discussion in relation to other words in the discussion.
  • A lexical map reveals the most important concepts in the overall discussion and their relationships to one another. It unveils the dynamics of an online conversation.

How it is used

  • Inform the development of broad content strategies including the tone and manner of a campaign
  • Reveal important segments of your audience (ie seniors, mothers, students) based on behavioural markers.
  • Discover the concepts that talk to your audience most effectively.

Source/Publisher Map

What it is

  • Comprehensive map of the most relevant blogs organized by which blog is most closely related to which keywords.
  • Clearly demonstrates which blogs are focused on one or two specific issues compared to more generalist blogs that discuss all or several of the issues together.

How it is used

  • Identify important networks of bloggers that talk about your product
  • Gain a deep understanding of your online audience by knowing which bloggers are the most influential in which parts of the discussion.

Human textual analysis

What it is

  • An assessment of the top 150-200 most resonant blogs produced by our team of content analysts who perform qualitative analysis on the dataset (content and sentiment scoring, etc).

How it is used

  • Accurately identify the bloggers to target when seeding a viral campaign and when conducting outreach activities.
  • Reveal the actors that are critical to the online discussion of your product.

Co-Word Association Lists

What it is

  • A semantically derived list of words related to the analysis. These are words are most frequently associated with any of the words that are critical to your messaging.

How it is used

  • Focus your SEM (search engine marketing) strategy by identifying more targeted and less expensive keywords
  • Improve your content strategy by using the words that resonate the strongest with your audience.

Conversation timelines

What it is

  • Building on the information gathered in the lexical map, the timeline plots the use of one or more keywords over time to track the evolution of an online conversation.
  • Our content analysts identify key events related to your campaign to visualize the relationship between the online discussion and events.

How it is used

  • Track the effectiveness of a marketing campaign or the development of an issue.
  • Reveal the growing online discussion in the run up and release of a product or information.
  • Adapt your content strategy to use keywords that are likely to be adopted by your audience.

Typology Matrix

What it is

  • A graph plotting blogs along two axes (ie positive/negative and advocacy/factual), produced through qualitative analysis.
  • Clearly visualizes different segments of the online conversation.

How it is used

  • Design distinct communication strategies to most effectively target different segments of your online audience.