Reporting on Social Media | Services | Citizen Research Centre
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We have 3 levels of reporting on social media.  The first 2 are detailed here, and the 3rd concerns our Programmatic Social Media Interventions, detailed separately.

Social media research can be conducted on any topic of interest, in any country. Where we have provide links to examples, we have used  our own Xenophobia on Social Media in South Africa, 2011-2017 and Analysis of a Xenophobic Incident report.

The two levels of research work, analysis and engagement are:

Raw Reporting:

here is a link to a sample of a Raw Report, on the social media conversation around xenophobia (Citizen’s voices only, media voices excluded – so we take out all news sharing, which often comprises the majority of social media analysis) in South Africa only in February of 2017. These can be delivered monthly, weekly or daily. Retrospective reporting is also available – from 2011 onwards. These are comparatively inexpensive.

Standard Raw Reporting provides the following Analytic Units:

  • Volume Timeline & Content Sources
  • Topic Trends
  • Twitter – Potential Impressions, Top Mentions, Top Hashtags & Top Retweets

Additional Analytic Units are:

  • Geography
  • Interests
  • Engagement Times
  • Authors – Most Influential, Most Prolific & Posts per Day
  • Demographics – Age & Gender

Categorised Reporting:

this is publishable research, on any given topic.

  • Here, we categorise the conversation according to the various sentiments expressed within it. This is post coded analysis – in other words, our analysts spend their time trawling through thousands of pieces of data and post categorise the data. This means that we don’t take pre-existing categories into the process, but rather allow the data to guide us in the categorisation process. This is important in that our categorisation represent what the data yields rather than what we assume the data might yield. We can create up to 12 individual categories (our Xenophobia report revealed 9 distinct categories).
  • We provide detailed reporting and analysis on changes in all these conversation categories from 2011-present day. This allows for detailed trend analysis over time, and benchmarking for future work. If in the public interest it also allows for media attention (see our media page here). The analysis of category change over time is usually in itself enough to tell a compelling story about changes in narrative over the years. We have extensive South African media connections, and are happy to publicise reporting for our donors or NGO partners.
  • While advocacy can be conducted without it, full categorisation does set an ideal platform for message construction and advocacy work around any given topic.
  • Crucially, it also lays the platform for live engagement, intervention and Monitoring and evaluation through our Programmatic Social Media Interventions.
  • We provide all the add ons available in the Raw Report, as well as comprehensive Influencer lists. These are full lists of all contributors to a given conversation or component of a conversation.
  • An example of categorised reporting is our full Xenophobia report . An op-ed piece base on this report is here. And an interview conducted with the SABC outlining the main themes of the report is here.

We emphasise that we can report on:

  • Any topic in
  • Almost any country in the world

Our costs here are based on English language analysis and single country reporting. Please enquire about other language reporting if required. We can also report on multiple countries at discounted rates.

Our reports, of course, rely on social media data: for African countries you can refer to our Twitter Index Africa 2015 to see how much Twitter data exists in 52 African countries.  Other social media platforms tend to mirror Twitter activity, so it is a good proxy for general data volumes.

So whether it is political violence in Kenya, LGBTI conversations in Nigeria, racism in South Africa, gender based violence in Tanzania, First People rights in Australia, The Mexican Wall in America – you name it, we can report on it.  And if your topic seems unusual, and you are concerned there would be little data on it, we will do a basic data run free of charge to ascertain if there is enough social media data to warrant your investment.