{"id":51247,"date":"2020-12-17T16:28:50","date_gmt":"2020-12-17T16:28:50","guid":{"rendered":"https:\/\/www.sotrender.com\/resources\/?p=8119\/"},"modified":"2020-12-17T16:28:50","modified_gmt":"2020-12-17T16:28:50","slug":"audience-topic-modeling","status":"publish","type":"knowledge_base","link":"https:\/\/www.sotrender.com\/blog\/knowledge_base\/audience-topic-modeling\/","title":{"rendered":"What can I learn about my audience’s interests through topic modeling?"},"content":{"rendered":"

Social media posts can tell you so many things about your audience, their interests, perceptions, and what topics are relevant to them. Why not just give them a questionnaire, then? Wouldn\u2019t you find out more by asking them directly?<\/span><\/p>\n

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Here\u2019s why that\u2019s unrealistic. Questionnaires and surveys are time-consuming so your customers probably won\u2019t want to spend so much time on them. Answer rates will be low, so you won\u2019t get to see the full picture.<\/span><\/p>\n

However, your fans and followers on social media are active to some extent. If they\u2019re following your Page or profile, then they can interact with you if your posts are interesting enough. It\u2019s just so much easier to get more opinions about your brand, products, and industry over social media, as long as you have the right tools.<\/span><\/p>\n

What is topic modeling?<\/strong><\/h2>\n

Imagine how much engagement your brand gets on your social media channels. <\/span>There is no simple way to analyze all of that text as one person unless you\u2019re going to spend hours copy-pasting everything your users are saying<\/b>. The easy way to do this is to use a machine learning model (using <\/span>Natural Language Processing<\/span><\/a>) that will do this at a faster rate with more accuracy than most people. But what does it do exactly?<\/span><\/p>\n

The simplified version is this: you gather all of the comments, tweets, or posts, and you have the model generate overarching topics or themes that frequently appeared. There are different methods (algorithms) that you can use to perform <\/span>topic modeling on social media texts<\/span><\/a> and you can read more about them here.<\/span><\/p>\n

So, what are the outcomes of topic modeling? Besides gathering large chunks of data and analyzing them at a faster rate, you can create models to answer specific questions or resolve unique problems.\u00a0<\/span><\/p>\n

What kind of texts can be analyzed with topic modeling?<\/strong><\/h2>\n

Basically, all of the written conversations on social media can be analyzed in some way (as long as it isn\u2019t private or hidden). That means that you would be able to get information about texts such as online reviews, tweets, and Facebook comments and posts. But just as there are different texts that we can analyze, there are also many ways that we can visualize the data.<\/span><\/p>\n

You could visualize your data in a few different ways to answer your own questions about what your audience is talking about. Depending on the need or how in-depth you want your analysis to be, you can make use of:<\/span><\/p>\n