Media networks

Analysing blogs and message boards with the network-research toolkit

We have recently completed a media-analysis on behalf of a Hungarian bank. Using the media-monitoring results they gave us, and by analysing close to 1.500 blog posts, we were able to present them with a market research study. The primary aim of this study was to learn about the topics that come up most often in connection to the bank, as well as finding out more about the network of associations around these, including personalities, banks, other concepts and key words that are mentioned most in the media and on blogs. By scrutinizing these results, and with the thorough examination of inter-relations within the text, we were able to map out the network of primary topics and keywords.
In addition to the keywords you can see on the following illustration, we have also displayed the names of people and institutions, and the sources for each mention. We have found that although the media coverage of the bank is overwhelmingly positive, the products and services can easily be reached by customers, there are some forums and topics were the bank could do with strengthening its presence.

By ranking the topics and views expressed in blogs according to their popularity, we can help our clients understand more about the trends that affect their customers, the attitude of potential future consumers, and thus we can give valuable insights into planning their marketing strategy.