CONTENTS & PROCEDURE
- Web & Social Media Monitoring comprises 300 million online accessible sources worldwide, i.e. news sites (including comments), social networks, (micro)blogs, forums etc.
- German and English results are generated during the search for defined keywords using professional monitoring tools and manual screenings and are evaluated, recorded and categorised by qualified staff with knowledge of banking and capital markets.
- The coding is based on a coordinated list of topics that can be adapted at any time. This is the basis of any evaluation options.
- Sentiments are always assessed from the customer’s point of view and at result level.
- A distinction is made between “Source of Information”, “Results” and “Topics” (see below).
BASIC SCALES OF CODING
|Audience||describes the audience of a brand or company in social media. The audience interacts with the content of a brand or company, in which comments are written and/or content is shared and likened.|
|Audience Engagement Ratio||(AER) indicates the proportion of user activity in relation to total activity on the social media channels of the brand or company. It represents the interaction of the target group with the company.|
|Buzz||means as much as humming or buzzing and can be translated as talking, whispering, murmuring. It means as much as mouth-to-mouth communication, whereby it mostly concerns the exchange in the digital space. The Internet serves as a platform for expressing criticism, opinions or recommendations.|
|CURE Social Media Weather||gives a “weather assessment” of brand reputation on the web and in social media. In particular, the distribution of positive and negative results and their deviations from the arithmetic mean and the standard deviation are taken into account. The following weather conditions are possible: sunny, bright and slightly cloudy for a predominantly positive, cloudy for a very balanced as well as rainy, thundery and thunderstorms for a predominantly negative reputation.|
|Engagement||sorts articles/posts according to the amount of engagement (interactions) they have received through social media. Engagement is calculated for each article/post based on its type: News, blogs, forums: Total number of comments, retweets on Twitter and shares on Facebook | Facebook: Sum of shares, likes and comments | Twitter: Number of retweets|
|Fans/Follower||describes regular recipients of messages for various social media services. The term followers is used in the microblogging service Twitter. Fans are the recipients on e.g. Facebook. Often there is also the term “subscriber” in social networks.|
|Gain & Pain Points||Pain points are critical brand contact points that customers encounter along their customer journeys. Every badly managed contact point that is not designed in the sense of the brand leaves customers with a negative experience – in other words, it is a pain point. Positive experiences are called gain points.|
|Hashtag||is the tagging of content on social media platforms such as Twitter, Instagram, Pinterest, YouTube or Facebook. By placing the hash in front of the keyword, a link to further content with the same hashtag is created.|
|Like||is an essential function of social platforms like Facebook, Twitter or Instagram. Users can add a like to the content published there, which can be compared to a nod in real life.|
|Most Engaging Post||describes a post that has generated the highest level of user engagement (most interactions) compared to other posts.|
|Potential Reach||measures the articles/posts published on high reach websites. The range of coverage is calculated for each article/post based on its type: Blog, News: estimated page views per month based on Alexa Ranking | Twitter, Facebook: Number of Follower/Fans | YouTube: Number of video views|
|Post||or Posting is a single contribution on a social media platform. A series of postings that refer to each other and are organized hierarchically in the form of discussion posts are called threads.|
|Response Ratio||shows the proportion of requests answered by the company from the audience on its own social media channels.|
|Retweet||Retweet in the microblogging service Twitter is the forwarding of a tweet from other users to one’s own followers. Anyone can forward a tweet that can be seen in the timeline of their profile.|
|Sentiment Analysis||(also tonality analysis) is part of Social Media Monitoring and provides information about the tonality of the articles and postings distributed in the (social) media. With the help of the analysis, the postings and comments can be evaluated not only quantitatively, but also qualitatively. The mood is divided into very positive, slightly positive, neutral, slightly negative and very negative. When distinguishing between very and slightly positive or negative, a degree of dispersion is added, which is measured by the distribution of postings on the number of domains. The more negative posts are spread across different domains, the more negative this is for the brand.|
|Share||is an essential function on social media platforms to make content visible to your own audience. This allows content to be shared quickly with other users.|
|Site Type||describes the types of web pages on which an article/post was published: News (websites of online media on which articles are published, e.g. nytimes.com), Social Network (online community of people with a loose connection, e.g. Facebook, Instagram, Google+), Twitter (digital real-time application for distributing short messages), Forum (virtual space for exchanging and archiving thoughts, opinions and experiences, e.g. finanz- forum.de), Q&A Site (online portal for coordinating search and presentation of Internet user questions and answers, e.g.B. gutefrage.net), Blog (diary or journal of one or more persons, e.g. karrierebibel.de), Video (website providing videos for viewing on the Internet, e.g. youtube.com), Review Site (online portal with texts and ratings of Internet users for assessments of products, services and organizations, e.g. check24.de).|
|Social Media Activity Ratio||(SMAR) indicates the proportion of activities on the brand’s or company’s own social media channels in relation to all company mentions on the Internet.|
|Unique Authors||describes the singular authors of a brand or a company. Authors who write several times about a brand or a company will only be evaluated once in this list.|