Crowd DNA social listener, Benjamin Long, and semiotician, Roberta Graham, discuss the power of combining two distinct methodologies to bring online conversations into real life strategy…
As the world, replete with all of its complexities, continues to be uploaded online, social media platforms are vital for keeping up with fast-moving trends and the conversations that happen around them. But, as cultural analysts, how can we effectively and structurally make sense of all of the noise (and emojis)?
At Crowd DNA, we believe that fusing two methods together is usually better than just one. With understanding online culture, for example, applying a semiotic lens to the analysis of social data helps us make concrete sense of trends in real life, in real time.
Using semiotics in this manner provides current cultural context, which can help to validate or disprove the social listening insights. Here’s how we go about it:
Start With A Solid Question
The huge sample sizes generated through social listening are both a blessing and a curse. It can sometimes feel like finding a needle in a haystack. Having a solid question in mind is the best way to ensure that the insights you surface actually align with your original business objectives. Starting with wider cultural research can also help find more nuanced or emergent ways to target the demographic that you want.
While being specific is essential, analysing how other categories play out on social media can also provide new perspectives as, when different themes collide, unique trends can be formed. Semiotics helps this exploration by casting an analytical eye across broader culture and making stylistic or attitudinal connections to suggest relevant shifts within your own market or category.
Context Is Everything
While some cultural phenomenon exist only online – such as memes or Instagram flop accounts – most do not. Here is where the blend of social listening with semiotics really comes into play. It’s vital to combine social data insights with a broader analysis of the cultural landscape that they operate within to gain a rich understanding of the interplay between digital and physical worlds.
What They Say Isn’t Always What They Mean
As in real life, what people say (or do) online is not necessarily reflective of how they behave in their everyday lives. To crack through this contradiction, we often look beyond the words that people use and conduct a semiotic analysis for greater understanding. This type of exploration can be key to unlocking the hidden insights within a post’s imagery, semantics, or lineup of emojis!
Not Everyone Talks
Remember that public social data will likely be skewed to those more confident in voicing their opinions, which is obviously problematic. Meanwhile, the quiet majority who use the internet to absorb information and inspiration (rather than shout their opinions) are more likely to engage with posts by liking, sharing and commenting on them. Looking to engagement data is therefore as important as the post itself and can help provide a valuable measurement of the many – not the few.
If you’d like to learn more about how we fuse social listening with semiotics to reach real cultural insights, please get in touch: hello@crowdDNA.com