Social intelligence allows a level of analysis that helps understand the broader context for a better policy design and analysis of intervention.

1. Social listening tools allow a level
of analysis that helps understand
the broader context for a better
policy design and analysis of
intervention.
By @Agora_Research

2. Why the focus on social media
 Nowadays, one in four people worldwide uses social
networks to discuss topics, raise concerns, create
awareness. These channels, therefore, cannot be
neglected when we design a social development policy.
 The analysis of the conversations happening on the
web helps policy designers and analysts understand the
broader picture so to create stronger and more effective
policies.

3. Who talks
• The Media
• Employees
• Funders
• Volunteers
• Government
• End users
• Pressure groups
• Consultants
• Researchers/academics

4. Where they talk
But also off line…

5. The social space
Web-based research
can be daunting due
to the volume of
conversations, blog
posts, tweets and
articles.

6. Social listening tools
Tools like Radian6, Social
Radar, Visible etc. can
help identify the most
relevant conversations
happening on the social
sphere, the influencers
that boost those
conversations and the
channels where they talk.

7. Query design
• Topic
• Keywords combinations
• Countries of interest
• Languages of interest
• Timeframe
Elements to
consider when
designing a query
in a social
listening tool

8. Focus: keywords
Words and phrases most relevant
to the topic
Synonyms
Keywords variations
Combined in traditional Boolean
language

9. Building the query
We can obtain important
insights even with the
simplest queries.
More sophisticated queries
can help your research if
you are looking into a
specific aspect of the topic
analysed.

10. Example:
Analysing the education system
in Ghana

11. Basic Query set up
Country: Ghana
Official country language: English
Basic keywords combinations:
- Education system AND Ghana
- Teaching AND Ghana education system
- Schooling AND Ghana
- Pupils AND Education in Ghana
- Students in Ghana OR Ghanaian students
- Education policy AND Ghana
- Education challenges AND Ghana

12. Query results and metrics
Main metrics obtained:
o Channels
o Conversations trends
o Conversations
sentiment
o Influencers

13. Most important: Conversations
trends

14. The insights obtained from the social intelligence
exercise will provide important elements for policy
formulation.
Compose the puzzle

15. Presented by Agora Research
If you have any questions with regard to this presentation, please contact
Elena Mozzato, Director at Agora Research
elenamozzato@hotmail.com or @Agora_Research
May 2014