Monday 1st February: Catherine, a first-aid worker, part of the London Ambulance service, is helping an elderly person in the street. A stranger approaches Catherine and offers her a cup of tea and a cup of coffee… But actually, this is no stranger - it’s ex-footballing star David Beckham. Beckham allows Catherine to take a photo with him before he sets off.
The story is circulated on social media and spreads across the web, generating more than 4,000 likes and retweets for the London Ambulance Service alone.
— London Ambulance (@Ldn_Ambulance) 1 February 2016
Identifying the topics making an impact online
Events like this consistently create excitement online, and can have an impact on brands. Being able to identify topics swiftly can allow an organisation to catch a negative story/theme early or deliver an opportunity on which a brand can market.
Linkfluence now offers a new and unique Radarly feature: Clusters. The aim is not only to detect the viral and influential topics, but also to analyse how these topics spread online.
How do Clusters work?
Radarly Clusters are already available on every client project. The most viral conversation topics and those with the biggest audience are immediately detected by our algorithms, without any adjustments to settings. For each theme, real-time information can be obtained: the number of posts generated, the number of people reached and how the posts are changing over time.
Fuzzy Matching: innovative technology powering our Clusters functionality
Fuzzy matching enables the automatic recognition of statements that can be grouped together but are not 100% identical. Radarly supplements this by tracking links to the post creating the buzz. For a complete analysis, each Cluster also has access to Linkfluence’s full data processing chain.
The end result? Detect emerging topics, view their growth and review using a range of tools, including Word clouds, sentiment analysis, platform breakdown and access to the original content.
What are the results?
For PR specialists, Clusters provide a comprehensive view of a topic. When promoting corporate news, they can measure the spread of the information right across the brand’s field relative to the full range of brand-related conversations. In the event of a brand crisis, this is an effective way of monitoring the impact of a scandal, providing an overview of how the company’s image is being perceived.
This is the perfect tool for building marketing campaigns based on a genuine real-time approach. Instead of simply following known conversations, Radarly enables the use of a “data-based” strategy to detect conversations as they begin to gain traction. Rather than just listening to the buzz, companies can now measure and compare it. The goal is to deliver smarter tools to deliver real-time information and insights to help our clients make informed decisions.
If you would like to see Clusters in action or find out more about Radarly and how Linkfluence helps brands utilise the social web, get in touch!