Social Watch

Social Watch is a dedicated channel that allows participants, role-players and exercise control to monitor and analyse the conversation in social media channels.

Benefit

• Detect, visualise, and monitor conversations on social media

• This can play a crucial role in crisis exercises, such as addressing reputational damage or countering disinformation campaigns

Feature

Running

Setting up Social Watch

Add watchwords

1. Click the + icon and type the term you want to monitor across social media

To add additional columns click the + icon again

1. Either type a term or select one from the drop-down

2. Click Add to add this term

You can use AND and OR operators for advanced watchwords:

• Virus AND vaccine

• Virus OR vaccine

Set up alerts

When adding a new column, after selecting the watchword, turn on the switch for Trending alert, then customise the trending criteria.

When the trending criteria are met, an alert pop-up window wil appear.

Filter and search

Each column can be filtered by channel and by sentiment:

Click on the magnifying glass in each column to search for specific words in each watchword feed:

Creating and monitoring metrics

Generate word clouds

When in the expanded view, click on the cloud icon to generate a watchword-related word cloud. You can hover over each popular word to see the number of mentions.

Monitor influence

In each column, in the section Authors, you can list all authors (personas, role-players and any content contributor) that have used the watchword.

You can filter this view by channel and sort by the number of followers, following, messages, and alphabetically.

Research profiles

Click on any username in the Social Watch column (in blue), to open that persona profile.

Participants can research the nature of the profile by observing:

• Verified account

• Number of posts published

• User handle

• Bio

• Account creation date

• Posts (images, text and links to websites)

• Following and followers, which can be clicked to research each persona's social graph (if your license allows it)

View in a range of immersive modes

There are two Social Watch views. Choose which metrics to display by selecting either the column or expanded view.

Metrics insight

Access this view by clicking the bar graph button. This provides deeper insights into conversations around the team, showing metrics like sentiment analysis, trends, and post authors. You can get further details surrounding the term by changing to the expanded view, see below for more information on this.

Column view

Enables you to view all posts related to the selected term in a list, along with details on each post's influence, the poster, the channel used, and the sentiment.

Expanded view

To access the expanded view first ensure you have clicked the bar graph button, then you will have the option to expand.

Once the column is expanded this will give you a deeper insight into the metrics surrounding this conversation.

Sentiment analysis

Conducttr will automatically identify and categorise content posted in your exercise social media. This will be tagged as negative (red), neutral (grey), and positive (green).

This allows participants to monitor specific watchwords and quickly assess the conversation sentiment. This is particularly useful during crisis simulations where the company brand is at stake: reputational damage, user complaints, disinformation campaigns, etc.

Note that Social Watch categorises live social media. Scripted social media that's in your Master Events List (MEL) or Pattern of Life (PoL) should be analysed inside the Editor before publishing.

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Designing

Configuration (How to)

Sentiment

To get the most from Social Watch, provide social media posts with sentiment.

To do this in bulk via the Master Events List (MEL) or Pattern of Life (PoL) stack, click the 👍 button to analyse and identify social media posts' sentiments.

The sentiment analysis is only on the content text, it doesn't understand irony or context. You may thereofore need to tweak individual content sentiment to have the desired effect in the exercise.

Individual sentiments can be adjusted directly by clicking on the sentiment and selecting from the drop-down list: