Introducing Conversation Insights for More Efficient Social Listening

If you’re a social listening practitioner like us, it’s easy to get overwhelmed by the flood of social posts about popular brands or trending topics.

Our AI chatbot assistant, the increasingly popular Insights Copilot, does an excellent job of answering any inquiries you may have about your social data.

Sometimes, though, it makes sense to dive into the data firsthand and uncover insights that only the best neural network in the universe (your brain!) can spot.

And that has just become easier with the help of YouScan’s new capabilities!

Introducing Conversation Insights

In the new 'Conversation' tab of our 'INSIGHTS' reports, we’ve brought together YouScan’s best tools to help you uncover meaningful findings from online chatter.

Here, you will find two completely new reports: “Subjects” and “Trends,” as well as analytics familiar and beloved by our users, such as “Word Cloud” and “Aspects.”

Let’s quickly explore them together and see how this powerful suite of reports can help you understand social conversations about a brand, event, or any topic faster and more efficiently.

Conversation Clusters and Potential Crises

Conversation Clusters graphs take center stage in the “Subjects” report. Here, you can explore how online chatter revolves around the brand or topic you’re analyzing.

Let’s use Starbucks brand monitoring as an example here (the screenshots you see are based on actual social data as of publishing this article).

Groups of similar conversations on the graph – call them sub-topics, if you like – are colored by “subjects,” YouScan’s automatic classification of posts that might relate to conversations around Lifestyle (“Travel,” “Fashion,” “Family & Parenting,” and so on); Entertainment (“Celebrities,” “Movies,” etc.); Business and Industry, and much more.

This powerful combination of conversational clustering and subject detection lets you quickly get a high-level view of all online chatter about your brand, competitor, or event. You can then drill down into specific subtopics of your interest simply by clicking on any point of the graph.

Conveniently, the AI can work alongside you and help you get a sense of the specific conversation clusters.

Want to know what’s going on with “Starbucks Secret Menu Drinks,” mentioned at least 1,000 times? Just click on the bubble to see the actual mentions and let the AI assistant, Insights Copilot, summarize them for you. Oh, and by the way — Insights Copilot can now not only answer any qualitative questions you pose to it but also build charts and analyze stats at your request. 

Another important report on this page is “Potential Crises.” Here, you see the list of subjects detected in conversations that may potentially harm a brand's reputation.

As you can see, “Protest” – mentions calling to protest and boycott Starbucks – are on top of the list as a result of some of the brand’s recent marketing activities that many users perceive as controversial.

Typically, conversations like this are something the brand’s PR and comms teams need to quickly analyze and develop strategies and action plans to mitigate the unfolding crisis and protect the brand’s reputation.

Here, you can also click on any subject in the “Potential Crises” report to drill down to the mention stream, read actual posts from social media, or let Insights Copilot quickly summarize them for you with AI.

Trends: all the hot discussions in one place

In the “Trends” tab, you’ll see all the social media conversation trends that YouScan detects, conveniently listed on one page.

You can switch between “Viral” content, “Popular video,” “Popular post,” and “Active discussion” types of trends. This allows you to see every possible type of trend: emerging discussions, trending posts and videos, and active discussions that typically elicit a lot of comments from users.

Spike charts next to each trend let you see how it unfolds over time. A marketer’s dream of staying on top of trends (or even ahead of them) comes true!

Aspects and Word Cloud for deeper insights

We’ve consolidated aspect-based sentiment analysis that lets you immediately understand the strengths and weaknesses of a product or brand (as perceived by users) and YouScan’s  fully customizable Word Cloud analysis under Conversation Insights, too.

Now, all the reports you need for in-depth conversation analysis are conveniently located in one place.

Image: Aspect-based sentiment analysis

By the way, did you know that YouScan’s word cloud allows you to see popular emojis, too? 😅

Image: Emoji cloud

All in all, the new Conversation Insights reports in YouScan provide extremely valuable tools for better understanding and leveraging social media conversations to enhance your brand’s strategy and response.

What’s next?

Don’t wait — try Conversation Insights today. It will make your social listening efforts more enjoyable and efficient, helping you get useful insights from social media data faster.

If you're not a YouScan customer yet, you can register for a free product demo and see Insights Copilot and YouScan’s other advanced capabilities in action.