CONVERSATION ANALYSIS APP
Building a conversation analysis app to support the reputation management business for PR agencies
Project Roles
Strategy & UX Director
Company
Apparent
Challenge
PR agencies handle a range of brands that generated considerable media impact and needed to better understand the tenor of the conversation, the direction the conversation was heading, and the speed at which things were evolving.
Solution
Defined influencer measurement model across social and news channels
Gaining a better understanding each brand’s top influencers was the most critical mission. Both for influencer outreach and affiliation as well as any needed damage control.
The influencer behaviors were considered relative to others addressing the brand, as well as relative to other topics they discussed.
Visualized sentiment analysis calculation model and rating thresholds
Sentiment analysis can be useless if the methodology behind the ratings isn’t understood.
Requirements include both assessing the text content, selecting the right measurement thresholds, and deciding which method of sentiment analysis to deploy.
Designed data presentation to clarify swings in brand sentiment
When managing a brand’s reputation, it’s essential to know the shifting trends in sentiment. Both near term and long term. So I developed a sentiment-focused dashboard indicating the immediate trends impacting their clients. Views also compared sentiment to standard key performance indicators, including posting volume and various engagement metrics like retweets and comments.
