Audience Insights HELP CENTER
Here you find all the information you need to ensure a smooth and easy start
Below you find many section shelping you to get started or to excel at using Audience Insights.
If you don’t find the answers you are looking for, feel free to contact us with the form at the bottom of this page.
Working with Audience Insights
Getting Started - How to quickly set up your first audience
Working with Network Insight’s Audience Insights is fast and easy. Before you get started, Think about who you want to listen to? People that talk about your brand? Your product? Or people which use a certain hashtag? Maybe people which are interested in and talking about a certain type of product, activity, hobby, or event?
When you have decided what you want to listen to, write down a couple of keywords which represent your goal. Now you are ready to set up your audience
1. Create a new project
Click on the “+ Add project” button. You then will be able to choose an audience name and description. Make sure to use a descriptive name and describe your audience for you and your colleagues to know what it is about.
When you are done, click “Set up audience”
2. Choose what you want to listen to
As second step, you define A) what you want to hear, what you don’t want to hear, and B) where and how far back in the past you want to listen.
A) Define your audience keywords: You can add keywords via “Included Keywords” until you reach your account limit. All posts which contain the chosen keyword will then be listened to. If a keyword is build out of more than one word, we listen to posts which include all these words.
Sometimes, your keywords for themselves are close to other themes which you are not interested in (e.g. the airline “Hop!” has nothing to do with “Hip Hop”). In this case, you can add words to exclude from your listening in the section “Excluded Keywords”.
For more information on how keywords work, check out the help section “Create new projects – Tips and tricks for better social listening”.
B) Choose your social media sources: Depending on your account and your own social channels connected to your account, you have varying sources available for listening. Checkmark the once relevant to you and tell us from what date on you want to listen.
3. Start listening and gain insights
Click “Start listening”. That’s it! Your project will now start listening for activity in your audience. It might take a while until your audience is ready – when that is the case, project overview will show the status “done” for the audience.
You are now ready to analyze your audience – enjoy!
Create new project - Tips and tricks for better social listening
Setting up your audience right is the key to excellent social listening. It is of high advantage to think about how and with which words your audience communicates before defining the audience project. When you have a feeling about it, consider the following tricks to optimize your group of keywords (keyword cloud):
1) Simple listening
A single word keyword will find all posts which include this word or words where the keyword is only a part of the whole word.
Example: A keyword like mobil will find all posts which include mobil, including posts with the words emobility or mobile homes
2) Multi word keywords
When a keyword consists of more words, separated by a blank space, this represents a logial “AND” connection, meaning that posts are found which include all words of the keyword (order not relevant).
Example: You are interested in finding people which talk about food when the context is cooking. Add food cook as keyword to find posts which include both words that include food and cook (e.g. will find “the food that this master cook makes is delicious”).
3) Exact phrases
When you are looking to listen to posts which include a specific phrase, make sure to put quotation marks at beginning and end.
Example: Using the keyword from above as phrase – “food cook” – will only return posts with that exact order of words in them (e.g. “I need more food cook please make more”).
If you only want to find words which are used as hashtags, add a # in front of the word before adding your keyword. using the word without # will find posts which use it as hashtag and not as hashtag.
Example: #cocacola will only find posts which use the hashtag #cocacola or hashtags building on this (e.g. #cocacola2019).
5) Competitor comparison
Often, you want to listen to what people have to say about you and your competitors. We recommened to use keywords for each company’s name and their social media handles for this purpose. Make sure to exclude obvious mismatches.
The keyword cloud
All your keywords together form a keyword cloud. Audience Insights will listen to posts in the selected social media sources as long as any of the included keywords is matched and as long as all excluded keywords are not matched. Technically speaking, the keywords of the included and the excluded keyword cloud are each connected by a logical “OR”, while the included keyword cloud is connected with the excluded keyword cloud by a logical “AND NOT”
Choosing keywords - Do's and Don'ts
Your selection of keywords is what drives the quality of your results. From the group of keywords you describe your audience with, our algorithm will work towards best representing them all together. However, poor choice of keywords can reduce the quality of insights derived from your audience. So make sure to read the advise below before firing up your audience! Also, make sure to read the help section on Tips and tricks for better social listening!
Info: We are working on making keyword selection easier for you! Keep your eyes open for our keyword suggester, coming soon!
1) Good keywording depends on your goal
Before you startadding keywords, take a moment and think what you want to achieve. Do you follow the buzz around a product or a brand, maybe your own brand? Do you want to know what people with certain topic focus are up to? Or do you just want to follow the buzz around a specific hashtag? Your goal defines what you should consider when adding keywords.
Goal: Monitoring a hashtag
In this case you only need to know your hashtag to get started. If you frequently use a self-enforced hashtag, for example “#mybrandrocks”, you are already ready. However, you might think of keywords to exclude. If there is a car company using the hastag in a different context, you might want to add a few keywords to the exclusion list, for example the car company name or some of their products.
Goal: Monitoring a brand/products:
If you aim to listen to everything around your brand and/or products, you should think of a list of product and brand names used for describing your company. Often, brands are mentioned in not just one way. >Volkswagen< is often called >VW< or in financial terms >VOW<, products might be a specific line of products. When you add abbreviations, make sure to follow our guidelines below to improve your results. When you have your list of keywords, check which might have double meaning. Then add a word to the keyword via blankspace to make it more precise or add a word close to the other meaning to the exclusion list.
Goal: Monitor Topic or interest groups
You might not want to follow a specific item, but people which are interested in a topic. For example, when looking for customer trends, you might want to find people interested in cooking and not only people talking about your specific cooking brand. In that case, use a combination of words commonly used by people of that interest. For the cooking example, you could start with >cooking<, >baking<, >receipe<, >bbq<, >healthy meal< and make your way from there. To focus on home made cooking, you could exclude words such as >restaurant< or >dining<.
The following tips can help you get the best out of your results
Before you start listening, type your keywords directly into the Twitter search and quickly screen the first couple of results. This helps you to get a little bit of a feeling what just the one keyword finds by itself. Reading these posts can help you A) find more relevant keywords for your audience, B) find topics and keywords you want to put on your excluded list, and C) help you when deciding if you really need this keyword for your audience.
Take advantage of our combined keywords feature: One keyword doesn’t mean ome word – you can add multiple words in one keyword, separated by blankspace. This way, you can make sure that words with a double meaning or multiple context are considered the way you want to. For example: Adding >cologne< as keyword will give you everything around Cologne. But if you are looking for shows and events in the city, use the two keywords >cologne event< and >cologne shows< instead.
Depending on what you are looking for, the keywords first coming to mind might be very precise and specific forms of a word. For example, when thinking, you are thinking about people interested in >cooking<. >cooking< can however limit your findings, as people might talk about what they >cooked< or what they are going to >cook<. In this case, you can use stemming, which means to reduce your keyword to the stem of the word, here >cook<. However, be aware that this will also find words such as >cookies< and that you should add such words to the exclusion list, if you don’t want to monitor them. The exclusion list can also handle stemming.
In general, we monitor worldwide, meaning we do not make differences based on language. If you are listening to the keyword >influencer<, you will very likely get results in all kind of languages, as it is used in many. Consider this before you add new keywords. Keyword combinations can help here: Add a language specific word to your keyword and let our algorithm know your focus language.
A couple of things might limit the strength of your results:
Abbreviations: You should try to not use abbreviations as keywords. Abbreviations are often used in different contexts in different languages. For example, a firm in the business life saving services found out that their firm name abbreviation is the name of another nation’s horse racing association – A topic that couldn’t be further from their listening goals.
If you see no other option, make sure you pre-screen the abbreviation to identify possible alternate usages. Also, combine your abbreviation with another important word into a combined keyword.
Combining >3 words in one keyword:
Combined keywords are a great way to narrow your listening to the audience you are really interested in. However, it has its limits. Too many words in one keyword will result in little to no search results. Therefore, try not to use more than three words in one keyword. Ideally, combinations are of two words.
You should always update your audience when you find it to be blurred by topics you were not looking for (use the exclusion list) or not finding everything you need (use the inclusion list). However, try to not daily change your keyword cloud. Give it a couple of days to see how the newly listened to content looks like and if it fits your needs better. Changes are made backwards, so there will be no time lost. Changing too often will bring inconsistency to your audience and make long term observations more difficult.
The User Area - Find your way around Audience Insights
Your account is designed to make work for you quick and simple. After logging in, there are four simple areas for you as a user.
1) Audience Insights Overview
Here you find all your open audience projects. If it is the first time you log into your account, the list will be empty – get started by pressing the “+ Add project”-Button and make sure you follow our “Getting started”-Tutorial in this help section.
If you already created a project, you will be able to see a summary table, showing name, description, as well as audience detail and status of each project. The most important button is the “Audience Insights”-Button, which will bring you to your analytics dashboard.
This shows you the amount of keywords associated with your project, the items and users monitored for your audience, and which social media sources are listened to. Clicking on the row will open a more detailed table, which states the contained data by social media source and the time period covered by the project.
In general, there are two options for status. Status “Collecting…” means that your project is currently listening to the defined social media status to bring the audience up to date. Status “Done” means that your audience is up to date.
Next to the “Audience Insights”-Button, there are three more actions you can take. First, you can edit your audience (name, description, settings) with the “Edit audience”-Button. Second, you can archive your audience project. Please be reminded, that depending on your account type, you have a limited amount of projects, which includes archived projects. Third, you can invite other registered users to have access to your audience too by adding their registered e-mail address under “Update your team”.
2) Account Settings
In the account drop down menu, you find your settings. Next to changing your passwort and contact detail, you can change your subscription model and billing address here.
3) Audience Insights Dashboard
Here you can unfold the full power of Audience Insights. All analytic opportunities are structured in separate tiles which you can order as it fits your personal preferences. To learn more about how to use the dashboard, check out the respective help section.
4) Help Section
This is the section you are in right now. We advise you to go through the basic tutorials to familiarize yourself with the options and opportunities that Audience Insights provides.
Exploring your audience - The Audience Insights dashboard
The dashboard is the heart of Audience Insights. Here, you find all analyses and many additional information about your audience generated by Network Insight for your benefit.
Info: Keep your eyes open for new and exciting functions!
Before we start: the Header
Above your dashboard, you find all information regarding your audience, to keep the audience configuration at the top of your mind: The name and description you gave it, as well as gathered data, keyword cloud and timeframe of collection. Using the Toggle-Button after the description text shows and hides the detailed information. You can change the audience settings in the main project overview.
1) General functions
Every analysis has four general functions which you can find in its top right corner. They give you quick help for using the analyses and interface configuration.
- Info: Click here to unfold an info box explaining what you see in the respective analysis and how to use it
- Export (csv): Click here to download the data behind your current view of the respective analysis for further processing
- Drag & Drop: Click and hold to move the analysis to another position on your dashboard
- Fullscreen: Click here to open the analysis in a separate tab as fullscreen, enabling you to explore details better
The snapshots for the emotional and topic status of your audience allow you to get a quick view on what is going on in your audience. They are based on the average over all content activity (meaning posts, tweets, retweets. comments, or replies) over the last seven days.
By clicking on a specific area or data point, an extract of content in your audience which makes up for the data point is shown as a list, allowing you to directly browse to the content on the respective social media platform.
The Snapshot for topics also allows you to “deep-dive” into topics to find more granular subtopics if they exist.
3) Recent activity
Your audience is updated daily with new social media content. This analysis shows you the latest contributions added to your audience. Check out what topics or emotions are dominating lately or just browse through the active users.
4) Influential users
At the heart of the Network Insight algorithm, there is the identification of influence within a social media audience. Use this analysis to browse through three types of rankings
- By followers: Not specifically influence, but a ranking of the largest accounts in your audience, follower-wise.
- By activity: Also not specifically influence, but the most active people in your audience, meaning activity that is relevant to your audience’s definition
- By influence: All accounts in your audience ordered by their real influence, based on the Network Insight influencer algorithm. It considers not only followers and activity, but also many other dimensions, for example how and with whom users interact.
5) Audience Search
This analysis helps you find people and contributions within your audience which use a specific keyword. If you want to know if and how a specific competitor is named in your audience which listens to your own brand name, type it in here and you will find all mentions, their topics and emotional landscape.
6) Top content pieces
Similar to the recent activity, this analysis gives you an overview of a list of posts made by users in your audience. However, these are ordered by the engagement they received, meaning the sum of replies, comments, likes, retweets, and so on. So, on the top of this list, you find the posts from your audience which created most engagement so far.
7) History of emotions and topics
An emotional or topic snapshot is nice, but it is somewhat static. To really identify trends or sudden changes, you can use the emotions and topic history. These analyses show all relevant topics and emotions over a selected timeframe of your choosing. Click for a deep-dive and to see which content relates to the data point. Find relevant content for the topics you want to use for content creation or link into conversations about you which go sideways.
8) Activity history
Usually, audiences have a certain activity profile – days in the week, month, or year where activity is higher and where it is lower. Sometimes, viral posts increase activity, other events might decrease it.
With the activity history monitor, you can observe these changes. When activity jumps over the trend limit line, there might be a post or viral content which is responsible for the event. Click on a data point of the graph to see the respective content in your audience
How to upgrade or change subscription
Changing the status of your subscription is simple and done quickly.
Go to Settings in your Account and scroll down to Subscription information. Here you can see your current license as well as other available ones. To upgrade, just click on the option of your choice and confirm your change request. After clicking change plan, your account will immediately switch to the new license. You will receive payment information via E-Mail.
When downgrading, your plan change will only take affect after your current (still payed for) subscription period is over. After that, the limitations of the reduced license of your choice takes effect. As some of the involving changes might require action, one of our team members will contact you after the request to prepare your account.