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2015 could be the year that changes the world as we know it. Three major global development conferences are taking place; the Third International Conference on Financing for Development, the Implementation of the Sustainable Development Goals (SDGs) and culminating in Paris, the UN Climate Change Conference.

Important world decisions and plans will undoubtedly be made. Hopefully for the good. But we at Social Figures are interested in how they’ll be made. Specifically, what do the general population want from the development community and the United Nations? Who are the influential people pushing for change?

These are questions posed by Juana Lucini (PhD student at the Sustainability Research Centre, University of the Sunshine Coast). To help her, we’ve given her access to our Social Figures Brand Care software. She’ll be sharing with us her finds during the research process. Below is a summary of her research proposal:

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Image credit:

This study combines Social Media analysis (e.g. online forums promoted by the United Nations and Twitter) and document analysis to determine challenges and opportunities to a more inclusive governance at the global level through the analysis of the Sustainable Development Goals (SDGs).

To frame the discussion, water and governance are the themes (or ‘keywords’ selected). This study examines networks as they attempt to influence policy making and how their narratives relate to governance and water of proposed SDGs. The contribution of this research to current knowledge, is a better understanding of inclusive governance at the global level, as well as transnational networks.

The 2012 Conference on Sustainable Development (Rio+20) had as one of their main results the creation of the Sustainable Development Goals (SDGs). These goals are to be established through a multidisciplinary and inter-governmental process involving public consultations with actors from all sectors. This is a new opportunity for Social Movements as it is the first time they are formally involved in a decision making process inside the UN structure. Moreover, the formal inclusion of non-governmental actors in policy making has been applied at national and sub-national levels in many countries, but not yet at the global level.

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Image credit:

My research, supported by Social Figures in the use of their BrandCare software, is focused on the decision-making process for the SDGs as new actors are being brought to the formulation and implementation of a new international policy. My goal is to map networks using Twitter as well, as to what ideas they are advocating. To frame the discussion, water and governance are the themes selected. My hypothesis is that different actors and networks are trying to influence the outcome of this policy process (SDG) through their narratives built around social media.

This process is unique in the sense that it aims not only to build new global political institutions, but also to involve civil society in its development in a process aiming to influence a new institutional framework for Sustainable Development (Biermann 2013; SDSN 2014). In the SDG process, the UN formally attempts to emulate a more inclusive process at the global level and boost their legitimacy.

The formal inclusion of non-governmental actors in policy making has been applied at national and sub-national levels in many countries, but not yet at the global level. There is also an increasing dissatisfaction, especially amongst actors committed to the environmental agenda, regarding the processes of multilateral negotiation and the failure to reach sustainable agreements. Social Media is one innovation to address the inclusion of a diversity of actors and networks in the global decision making process and social media analysis allows us to conduct an extensive assessment of these narratives. The contribution of this research is a better understanding of inclusive governance at the global level, as well as transnational networks.

Juana Lucini is a PhD student at the Sustainability Research Centre, University of the Sunshine Coast, Australia. She has a BA and an MSc in Political Science from the University of Brasilia, Brazil, and a Masters in International Cooperation and Development from the University of Cantabria, Spain. She has been working in International Cooperation and Development for more than 10 years. Her last positions were as an Economic Empowerment Coordinator for UN Women and Policy and Advocacy Advisor for Oxfam International. She also joined the UN in Cape Verde, Africa as a Monitoring and Evaluation Specialist. Before that, she began her career as a researcher for the Brazilian Institute for Applied Economics Research (IPEA), followed by policy positions in the Brazilian government.

50 Insights in Social Media Monitoring

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Who’s looking for my product or service now? In which social media is my audience at? Who are the people mentioning the brand? What are the brand’s attributes associated to the mentions? You can generate hundreds of information and insights with social media monitoring. We selected 50 of them for you! Check It Out!

Audience Segmentation in Social Media

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Segmentation is one of the most powerful concepts of marketing to reach your goals: From the creation of advertising campaigns to the customer relationship, segment means using the best tactics and tools for each specific group of people. When we talk about social media, the myriad of data and information can greatly help communication professionals to achieve these goals.

Thinking about that we have released:  “ To foster different and creatives uses of demographic, psychographic and innovations public understanding.

Marketing and Network: From the Audience to the Community

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Marc Smith, one of NodeXL creators, published an interesting post about three phases of the “use of social media for marketing” from the network perspective. Through the simple diagrams below you can understand what Marc Smith calls it the 3 phases of success, but that is not necessarily linked to duration or effectiveness of communication in social media. It can be results of brand’s presence or other media in the consumer perspective.

In step 01, Smith associates it with the phase of audience’s creation, the network has basically an “ego” structure, with profiles of followers talking about or directing quoting the brand, which is in the center:

rede - criação de audiência

In step 02, “the audience gets an audience” on subjects related to the brand. It is very characteristic of those made by sponsored influencers, when the impact is punctual and does not generate a conversation flow beyond the campaign.

audiência ganha audiência

In step 03, which is achieved successfully by few brands, the network around the audience become community: people talk, discuss and interact around references to the brand itself and products.

audiência se torna comunidade

Social Network Analysis : NSW Election 2015 – Candidate Luke Foley:

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Luke Folley - completa copy

Social Network Analysis is a new method of viewing the connections surrounding conversations in Social Media. In the political field, it can be used to:

  • Identify Influencers;
  • Analyse activity of militancy;
  • Discover activators;
  • Track critical and sensitive issues;
  • Map groups of voters;
  • Measure the impact of facts and news;
  • Compare dissemination of ‘pro’ and ‘con’ messages.

As an example, we brought to the blog a research campaign done during the election period of New South Wales using BrandCare, in order for us to exemplify how to anaylse the network clusters of tweets mentioning Luke Folley (Australian Labor Party) with 1007 tweets in the period of only one week.

In the period analysed, the largest grouping occurred around Wendy Bacon, a Professor and Investigative Journalist on independent and alternative vehicles.

60 profiles were discussing Bacon’s tweet criticizing Foley to reduce taxes for the racing industry. Besides the potential to spread the platform (13,800 followers), his profile is of a typical communicator with a high degree of influence.

Analise de Redes - Luke Foley - Cluster 1


The second cluster was isolated from the rest of the network to focus on a specific person. @TheTheMMExchange profile, Medical Marijuana Exchange, released news in regards to Luke Foley effort to legalise medical use of marijuana.

Analise de Redes - Luke Foley - Cluster 2

The third cluster shows the spreading popularity polls for Foley in front of Robertson and Baird.

The main influencer is the profile @GhostWhoVotes profile circulating news about Australian politics. @Themrtiedt profile retwitteed the message with a laugh, probably due to the leadership of Foley or the large number of undecided voters.

Analise de Redes - Luke Foley - Cluster 3

The fourth cluster brings profiles impacted by ABC News Sydney on Foley’s statement that would not be necessary judgments for each case of medical marijuana use. The profile of these users are interested in politics, especially party members.

Analise de Redes - Luke Foley - Cluster 4

Characterised by activists, especially related to climate, were messages of support for the movement “Lock the Gate” for the preservation of nature against harmful mining gas, coal and fuel.

The journalist Margo Kingston and @thelocjkthegate profile mentioned the Annastacia Palaszczuk (@AnnastaciaMP) Queensland Labor for the cause.

Analise de Redes - Luke Foley - Cluster 5

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15 Top Tools To Monitor Your Social Media Presence

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The Goldbach Interactive, a Swiss Social Media consultancy, annually conducts a survey to elect the 15 best tools of Social Media monitoring in the world. The survey analyses over 300 tools used globally, measuring items such as Usability, Search capability, CRM Functionality, Data Sources Coverage and a number of other items.

For the second consecutive year, our BrandCare software was elected to be part of this selective list. Check out the infographic below and access more information on the Goldbach site:

Melhores Ferramentas de Monitoramento de Midias Sociais GoldBach Interactive 2014

Try BrandCare in our website.

What Are The Best Times to Post on Social Media?

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How to Discover: What is the Prime Time people talk about my Brand and our Competitors? There is no “prime time” in Social Media. Of course, there are times that more people are connected in general, but the differential of Social Media is that each company can analyse its audience in an ‘ultra-targeted’ way. This also applies to behaviour related to time of use, time of complaints etc.

Discovering these insights is easy with BrandCare, our Social Media monitoring tool (try it for free). After configuring the monitoring tool, the graphs displaying timing of mentions will automatically appear in the ‘Mentions’ tab on the dashboard.

Below is an example of the automobile industry. The peak hours are not as accentuated, however we can still see that some hours are busier than the others.

automotivoBelow are two examples showing more defined peak hours:

programa televisivo

Mentions about television shows that takes place at night- most mentions occurs during the program.

Another example, this time related to the food industry.


The peak hours occurs at the time of preparation of meals, thanks to recipe sharing.

How can you use this information?

There are several ways to use the times of distribution of information throughout the day. Here are some examples:

  • Decide what times are best to post: if your brand is starting to plan your Social Media Strategies, you can monitor what time people are already talking about brand and organise content according to user behaviour. Another option is to monitor the time that your competitors are posting and understand moments that can be exploited.
  • Analyse customer behaviour: some types of products, especially ones for personal use, can be better understood through the volume of mentions and publications (like makeup tutorials videos, ‘selfies’ taken with the product etc.).
  • Creating a buzz in Social Media, leading to visits on websites: to better understand the ROI of Social Media, the volume of mentions, comments and interactions throughout the day can be compared to external metrics such as sales and leads on the website or physical store visits. Thus, the impact of efforts in Social Media can be better understood and reported on.
  • Understanding the customers thought process before purchase decision: (. Eg doubts among products) when monitoring terms related to decision making, brands can understand at what times of day the consumer usually seeks online information among their friends.
  • Compare the Social Medias platforms: each platform like Facebook and Twitter is used in a particular way. Using the filters in the BrandCare tool helps to understand the behaviour in each different Social Media channel and therefore enable creation of an effective communication plan.

How to find influencers on Social Media.

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The concept of influence is one of the most controversial in communication and marketing. Which is to say that someone is influencer? According to WOMMA – (Word of Mouth Marketing Association) – the influential definition is something as simple as: “a person who has a reach or impact of their opinions greater than average in a given market”.

In the context of digital communication, where the media is structured on a network and easily spread, the idea of influence is central: brands need to relate to the influencers positively. If a brand detractor is also influential, the organization may have many problems!

But how to analyze influence on social media?

There are several answers to this question. One of the most practical solutions to find influencers is using Klout Score. Launched in 2008 by a start-up in Silicon Valley, the Klout score is a measure of the potential spread of a profile in social media. From data from Twitter and other social media (if the user connect the Klout on the site), is an algorithm applied in all profiles found. The system measures actual reach, amplification and network impact to result in the score.

BrandCare automatically collects the Klout score of profiles, allowing this index to function as a “shortcut” to analyze the data, allowing the user to view first the most relevant profiles. In the chart below, the Audience tab on the dashboard shows you the list of Biggest Influencers by Sentiment:


Klout score is polemic because the definition of influence is quite controversial. The system algorithm analyzes amplification and potential dissemination of the profiles, but influence, strictly speaking, is much more than that, is it not? But the index is nonetheless useful as a shortcut, a heuristic view.

Another metric that we recommend to analyze influence is the In degree . In our innovative feature of social network analysis, the In degree metric means the amount of connections (between mentions and retweets) that a profile received on a network. In the screenshot below, for example, the News paper profile OGlobo stands out for having received 436 connections in the analyzed period:

Influenciador nas Mídias Sociais - tela BrandCare

pilares influencia

Although the indexes and metrics help to find out who are the influencer, qualitative work is always important. Set well defined components of influence is essential for the analyst to be able to distinguish popularity and visibility of influence. In the document “The Rise of Digital Influence,” the expert Brian Solis shows that the influence is composed of several attributes around the of pillars of, reach, resonance and relevance. Besides Popularity is also essential to see qualitative attributes as well Authority, Trust, Amplitude and Proximity.