Notes on a Scandal follows on from our post entitled A Social Media Listening Tool for your Business which illustrates how we can begin to use free-to-use media monitoring tools to generate relevant and actionable insight.
As we pondered the latest revelations, we decided to direct some free-to-use media monitoring tools towards this scandal.
What we generated was a very different view of a major news story as it played out.
Consider the following:
- In the eye of a media storm, media monitoring tools can help us to get above the clouds
- Twitter adds huge value to this breaking story but is it hero or villain?
The questions we are trying to answer
As we began to explore this issue and look at what others have written, a number of important questions emerge. These will form the basis of our analysis:
- What Impact is this story having online?
- What Events have contributed to the online ‘Buzz’?
- What Real Time Buzz was generated – how does Twitter compare to online and traditional media?
There is an article dedicated to each area.
A few points on methodology
To do this, we have used two free to access media monitoring tools. One is Topsy Analytics which looks specifically at Twitter buzz and the other is Google Trends which analyses online searches made through Google. We identified a series of relevant keywords, entered these into each tool and interpreted the results.
In order to associate any peaks in activity with particular events as the story unfolded we have made reference to the BBC article ‘Timeline: News of the World phone-hacking row‘.
The first installment will be posted early next week. We hope you enjoy this short series of articles and provide plenty of comments.
Alan, Jim and Vincent
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