5 things to keep in mind when analyzing social media

Setting up a social media monitoring program is essential for most organizations — but only half the battle when it comes to getting real ROI from your social media tracking.

To make sure you’re getting the most out of all that work you’ve put in to set up your program, you’ve eventually got to analyze all that data. To that end here are five handy tips to keep in mind:

1) Cover all your monitoring bases.. and then cover them again

Social media is a fast-moving beast, which means you should always have the most finely-tuned search queries possible: Cast your net too broad and you’ll have to pick through thousands (or millions) of pieces of irrelevant data, but cast it too narrow and you could wind up with hardly any data at all.

But perhaps the most important takeaway from this: Keep fine-tuning your search queries! Things change quickly, and your monitoring has to be flexible enough (and you or your monitoring company also have to stay on top of it enough) to roll with those changes.

Social media


2) Choose your metrics wisely

There can sometimes seem like there are as many possible metrics as there are Twitter users, but don’t worry: The important thing is making sure you’re using the right metrics for your organization’s goals.

Are you concerned about negative comments from a certain region within your own country, province, or state? Then cross-referencing regional tweets with sentiment analysis is probably for you. It all depends on what you’re looking to measure.

3) Benchmark by keeping your metrics consistent

Once you’ve chosen your metrics, it’s important to stick with them sto effectively track week-over-week, month-over-month and year-over-year progress by doing an apples-to-apples comparison.

You can always tweak your metrics, of course, but it’s in your best interest to keep things as consistent as possible over time.

4) Find your influencers

After you’ve run a few reports and gotten into the swing of the analysis game, you’ll want to use all your new insights to pinpoint the influencers driving the conversation around your industry, your brand, or whatever else you’re tracking.

And if you’re planning on outreaching to those influencers, you can then drill down into what kind of posts they’ve been putting out there, what their sentiment is around certain issues.

5) Don’t live in a vaccuum

All the social media monitoring and analysis in the world will make little difference if you don’t act on it, or at least share it with the rest of your organization. A regular e-mail briefing or distribution to internal stakeholders (I hate that term, but you know what I mean) that wraps up some of your most significant or important tweets, along with some ongoing analysis, is great for keeping everyone in the know (and, as a side benefit, lets the boss know you’re doing your job.

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Mad Men vs. Game of Thrones Week 3: Chains and Roses


For a while now, we’ve been fascinated with the interaction between social media and television.

Over the next month and a half, two of the most popular television shows of the past decade will kick off new seasons — the first seven episodes of the seventh season of AMC’s Mad Men and the fourth season of HBO’s Game of Thrones.

Each Monday, we’ll recap how blogs and Twitter reacted to that week’s episodes.


Let’s start this week with Game of Thrones, which picks up literally from where the last episode ended: with Jack Gleeson’s love-to-hate-him Joffrey dying a rather gruesome death.

This week the highest volume of tweets came at the outset of the show, with a large portion coming as retweets from the below tweet from the Game of Thrones twitter account:

Another spike, as you can see in the chart below, came at the 9:17 mark (all times Eastern) as users protested a particular scene between Lena Heady’s Queen Cersei and Nikolaj Coster-Waldau’s Jaime Lannister, which has garnered some serious controversy (and this is from a show that thrives on controversy).


The final spike on the chart, at the 9:58 mark, corresponds to the final scene where Emilia Clarke’s Daenerys Targaryen shows the people of Meereen just who they’re dealing with — by raining literally broken chains down on the people of the slave city.

Daenerys was also by far the most mentioned character for the episode. The rest of the top six were all Lannister brethren: the no-so-dearly departed Joffrey, Peter Dinklage’s Tyrion Lannister — who seems resigned that he’ll be executed for his nephew’s murder — Charles Dance’s Tywin Lannister — who wastes no time moving on from his grandson’s murder — and the now-even-more-controversial twins Cersei and Jaime.


On the Mad Men side, we got to see Valentine’s Day 1969.

Tweet volumes were highest at the 10:41 PM mark, corresponding to Elisabeth Moss’s Peggy flipping out at her secretary over a mix-up with roses.

The other spikes occurred at the 10:01 mark, which was mostly people expressing excitement over the new episode, and at the 10:55 mark, which was mostly tweets about Christina Hendrick’s Joan getting a new office.


Speaking of Peggy’s secretary, the newly-introduced Shirley and Don’s old secretary Dawn (played by Teyonah Parris), who are the only African-American characters on the show, stole the show in this week’s episode. As you can see in the chart below, they were the fourth- and seventh-most-tweeted characters:


The characters were so popular that several tweeters even demanded a spinoff:

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Happy Easter from MediaMiser: The sweetest tweets we could find

Now that the snow has finally (finally!) melted and the grass has started peeking out, we can start looking forward to summer (or at least something that resembles spring).

And when I think of spring, I think of Easter.

As with any holiday, Twitter users love to post about Easter. After monitoring the Twitter hashtag #HappyEaster, here are our favourite posts from the past couple days showing off bunnies, baby birds and other spring things.

That’s a lot of eggs!

How Easter eggs are made…

That’s one scary bunny! I would be crying too. And for more creepy vintage bunny photos, check out Buzzfeed!

And what says spring more than baby ducks:

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Mad Men VS. Game of Thrones Week 2: Full of surprises


For a while now, we’ve been fascinated with the interaction between social media and television.

Over the next month and a half, two of the most popular television shows of the past decade will kick off new seasons — the first seven episodes of the seventh season of AMC’s Mad Men and the fourth season of HBO’s Game of Thrones.

Each Monday, we’ll recap how blogs and Twitter reacted to that week’s episodes.


OK, so this week we got the premiere of Mad Men’s seventh season as well as a second episode of Game of Thrones.

This Sunday was all about surprises: on the Game of Thrones we had an unexpectedly (except for book readers, of course) gruesome death and on Mad Men we had an unexpected actress make a surprise appearance.

Let’s start with Mad Men, since this was its first week and we can get to the juicy GoT stuff later.

Compared to GoT, Mad Men is a much slower paced show. And, while it is much more critically acclaimed than its HBO counterpart, it does not receive nearly the same audience numbers.

We can see that in the volume of tweets last night. From one hour before the show aired to one hour after the show ended, we collected just less than 30,000 tweets with the hashtag #MadMen. That’s less than one third of the total tweets we collected with #GameofThrones for the equivalent period (and we’re tracking just one of the GoT hashtags).

The largest volume of tweets came at the beginning of the episode, as you can see in the handy chart below. This was mostly general excitement about the start of the new season.


We also got spikes for a pair of Campbells: when we see a very tanned Pete Campbell (played by Vincent Karthaiser) at 10:23 PM (all times Eastern) and then at 10:45 when we get a surprise visit from Neve Campbell, playing a woman who sits next to Don Draper (played by Jon Hamm) on an airplane back from Los Angeles.

There was one final spike after 11:00 PM, right after the episode finished.

Not surprisingly, Don was the most mentioned character during the episode, followed by the aforementioned Pete and Christina Hendricks’ Joan, who was a major character in the episode.


Neve Campbell’s mystery character was the eighth most mentioned, after other mainstays Roger (Jon Slattery), Megan (Jessica Pare) and Peggy (Elisabeth Moss).

Now let’s get on to the good stuff: there’s a wedding in Westeros and we all know what that means.

This time, though, it’s the wedding of the despised King Joffrey (played by Jack Gleeson) and Margaery Tyrell (Natalie Dormer). And this time, the bad guys get what’s coming to them

Specifically, Joffrey dies a rather disturbing death, the apparent victim of poison. You can see the Twitter-sphere react to the scene in the chart below.


And, unlike last time, people are ecstatic.

At the 9:54 mark, we registered almost 5,000 tweets per minute and the rate didn’t drop below 1,000 per minute until the 10:07 mark. That’s an even bigger reaction than we got to the last murderous wedding in Westeros — and we’re just tracking one hashtag this time!

The Lannisters dominated in terms of character mentions. Joffrey had nearly ten times as many mentions as any other character in the show, mentioned more than 10,000 times. Peter Dinklage’s Tyrion Lannister, who was at the centre of the episode as well, was mentioned more than 1,000 times, as was Lena Heady’s Queen Cersei, who held her unpopular son as he died.


In general, blogs liked the episodes too. We collected 43 recaps for Mad Men and 44 for Game of Thrones. Just less than two thirds of Mad Men recaps gave the episode the thumbs up, and just one gave it a negative review.

Almost 80 per cent of recaps loved the Game of Thrones episode, and none said they disliked it.

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Tim Hortons’ Roll Up The Rim bonus roll widely panned on Twitter

The time of year many Canadian coffee drinkers pine for — Roll Up The Rim To Win season at Tim Hortons — is drawing to a close.


If the payoff on this year’s new “bonus roll” on Tim Hortons’ cups disappointed you, you’re not alone.

But that doesn’t mean social chatter about the iconic contest is slowing down.

That’s partially because this year’s contest features the much-talked-about Anniversary Bonus Roll, which gives users a second chance (!) at finding a Toyota Corolla or some other coveted prize under that darned rim.

But Twitter reaction to this year’s contest has been anything but positive, according to a MediaMiser analysis.

Much of that can be chalked up to the sheer enjoyment some Twitter users seem to get by complaining about things. But the heightened expectations created by the bonus roll could be a big factor, as well.

As shown, our overall analysis of Roll Up The Rim-themed tweets by Tim Hortons patrons in March indicates that around 64 per cent of tweets were negative:

Overall ROTR tweets

  • Positive 8%
  • Neutral 28%
  • Negative 64%

Most negative tweets were complaints about not winning a prize, quite frankly, with some users going out of their way to criticize Tim Hortons’ official odds of winning (publicized as approximately one in six).

But that number gets even more negative when drilling down to tweets only mentioning the “bonus roll” — up to 73 per cent negative, in fact:

“Bonus roll” tweets

  • Positive 7%
  • Neutral 20%
  • Negative 73%

Much of that negativity surrounds what seems to be somewhat heightened expectations among some coffee drinkers regarding this year’s contest, thanks to the bonus roll:

Although, in all fairness, it seems some Roll Up The Rim fans were completely unaware of the bonus roll’s existence in the first place:

Live and learn, we guess.

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#Hashtagwars fun: We get in on the #WorseWrestlers action

As mentioned in a previous post, the late-night, fake game show on the Comedy Network called @midnight showcases comedians who bring forward the funniest tweets, YouTube videos and other social media posts to battle for the winner.

The show also encourages second-screen participation by getting viewers to tweet their best responses to #HashtagWars.

One hashtag war that caught the eyes of many tweeters, and was trending in Canada last week, was #WorseWrestlers.


While most tweets were just bizarre mash-ups of celebrity names and wrestling names, several photoshopped images made quite the rounds.

Here at MediaMiser, we decided to play along and made up our own wrestling duo called Vicious n’ Delicious.

MediaMiser's own Vicious 'n' Delicious #WorseWrestlers

MediaMiser’s own Victoria and Greg AKA Vicious ‘n’ Delicious #WorseWrestlers

We think they are way cooler than the other best of the #WorseWrestlers, but you be the judge:






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Mad Men VS. Game of Thrones Week 1: Thrones strikes first


For a while now, we’ve been fascinated with the interaction between social media and television.

Over the next month and a half, two of the most popular television shows of the past decade will kick off new seasons — the first seven episodes of the seventh season of AMC’s Mad Men and the fourth season of HBO’s Game of Thrones.

Each Monday, we’ll recap how blogs and Twitter reacted to that week’s episodes.


This week saw the premiere of the fourth season of Game of Thrones. We tracked the hashtag #GameofThrones (for simplicity’s sake, we chose just one of the two main hashtags) to gauge the chatter during this week’s episode.

At its peak, the hashtag was used more than 3,500 times per minute.

As you can see in the graph below, chatter was focused near the beginning and end of the episode — that’s a marked difference compared to the last time we tracked a Game of Thrones episode.

The initial conversation mostly consisted of general excitement about the premiere, as well as mentions of the infamous title sequence.


Most tweets at the end of the episode were reactions to the final scene, when Maisie William’s Arya and Rory McCann’s The Hound violently slaughter a band of Lannister men.

Not surprisingly, Arya was by far the fan favorite during the episode (see our second chart), and The Hound was fourth. Mainstays Danaerys (played by Emilia Clarke) and Jon Snow (Kit Harrington) were second and third, respectively.


Fans were also enamored with new character Oberyn Martell (played by Pedro Pascal) and many noted the recasting of the mercenary Daario Naharis — 48 per cent tweets mentioning this character also mentioned the change.

In general tweets were overwhelmingly positive, at 83 per cent. In fact, the only negative tweets in the sample we analyzed came from complaints over HBO’s on-demand service, HBO Go, crashing as fans clamored to watch the episode.


As for blogs, we collected just shy of 60 different recaps from last night’s episode. Everyone from Vulture, The New York Times, the Toronto Star and Entertainment Weekly got in on the action.

The response was overwhelmingly positive (it isn’t always), with almost 90 per cent giving the episode the thumbs up and none giving it a negative review.


The season is just getting started, though. Tune in next week as Man Men starts up and we compare the two shows head to head.

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Analysis: Most reviews of HIMYM finale were negative

It’s been nine long years, but Ted Evelyn Mosby, the central character on How I Met Your Mother, finally met Tracy McConnell. And for fans of the show, the actual moment was worth the wait.

**Contains Spoilers**

But in the rest of the March 31 finale’s plot – Barney and Robin’s marriage and then subsequent divorce, Lily and Marshall’s child rearing, Barney’s daughter by a one night stand, and Tracy’s death — all felt rushed. Certainly, it seemed to leave most viewers feeling disappointed and frustrated.

And the audience felt cheated even more when Ted’s children realized the whole story was about Ted still being in love with Robin. 

“I said a few weeks ago that I didn’t mind if The Mother died, but I would if Ted ended up with Robin. It’s too easy, predictable and isn’t in line with the spirit of the show. And after seeing the lovely chemistry between [Ted] and [Tracy], especially their long-awaited meet-cute on the train platform, I’m upset that Robin had been the endgame all along,” wrote Joyce Eng, for TV Guide.

It could be that if the series had ended when the writers had first planned (after a couple of seasons), it may have been better received (in fact,  the creators had even filmed Ted’s children’s reaction to the end of the story in 2006, to ensure the actors looked the same).

Producer Carter Bays said earlier this month that he and co-creator Craig Thomas had the story line mapped out from the beginning, “This was the story we set out to tell and I’m excited we’re getting to tell it. Not everyone is going to like it, but that was never the guarantee anyway.”

But how did people like the finale?

Using MediaMiser’s sentiment analysis tool, we analyzed reviews in online news sources and blogs to gauge reaction. Looking at our sample analysis (see chart), 64 per cent of reviewers did not like the finale. People were angry and sad over the ending.

Reviews for the HIMYM finale were mostly negative.

Online news reviews for the HIMYM finale were mostly negative.

Only 36 per cent expressed positive sentiment about the finale.

“I thought the final episode was amazing except for a complete lack of Bob Saget! So many bombs were dropped and I didn’t want it to end!” wrote Alexis Stern, blogger for Kit and Kaboodle.

Indeed, the finale was so poorly received the creator took to Twitter to defend his show

Some reviewers, however, were able to find merit in the final show.

“He fell in love with the mother and was able to move on and when life didn’t go as planned he found himself still in love with Robin after all those years. It felt right to me and I wish it had felt right to everyone else too. This was a messy journey, such as life, and I enjoyed all the ups and downs,” wrote Robin Elizabeth for the blog Life is Not a Movie.

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Big Brother Canada 2: A breakdown of tweets by province


Is this the end of the First Five?

In one of the biggest twists in Big Brother history, Canadian fans had full control over who would be put on the block for eviction in the most recent episode of Big Brother Canada.

The eventual nominees? Andrew and Sabrina, two members of the formerly-untouchable “First Five.”


But for the other houseguests, was provincial pride their saving grace?

We monitored tweets about the show for the past week, and the chart on the left breaks down which provinces had the most social influence in Big Brother Canada’s second Twistos Twist of the season.

While Ontario dominates (lucky for Arlie and Sarah, maybe?), Newfoundland barely makes the chart (where’s the support for Alison, Kenny, and Jon?).

Quebec doesn’t have much love for its representative, Sabrina, either.

On social media, fans were relatively negative about Sabrina after they found out she’d been nominated:

Ouch. But did they like Andrew any better?

Not much better. Looks like either one could being going home this week.

With Wednesday drawing near, we’ll soon find out who wins the Power of Veto (or if you’re impatient, like I am, you can find out here). Will either Sabrina or Andrew be able to take themselves off the block? If one of them is successful, will Canada’s third choice be put up for eviction? (Judging by the tweets, I predict Kenny would be the replacement nominee.)

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Viral checkup: First they were #Planking, but now everybody’s #Whaling

Want to join the latest Vine and Twitter craze? Just try #Whaling!

Started by world champion cheerleader Santwon McCray, based out of Louisville, Kentucky, the act of being videoed jumping up and splashing like a whale has taken off. (FYI, no real whales have been or will be harmed by this trend.)


Perhaps hoping his idea would go viral like #planking did, Santwon has even come out with #whaling-based swag: check out his line of T-shirts.

He’s even created a song, along with Trilla and HYP.

Not to be outdone, mainstream brands are now jumping on board the #whaling trend.

Barefoot Wine made a YouTube video, and Hollister Co. has made mention of #WhalingWednesday.

Finally, what kind of #Whaling blog post would this be without some of our favourite Vines:






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