What are the reasons and strategies for using "Interest" in your Research panel and within Smart Care?

Index:

1. How can I accomplish all of this? 
2. Can I identify interests?
3. Interests in the War-Room

While the tag relates to the collected publication, interest is inherent to the user. Let's understand how this feature can be applied on the panel: by using interest, we are "stamping" that person as the persona. From there, we can conduct analyses of evolution, contact monitoring, or contact monitoring in a much more comprehensive way.

A major use case is for lovers and haters, where it's possible to take a sample, analyze the evolution over time, and see how it reflected in the good or poor performance of the client.

We can also tag partners, people with special needs for more effective assistance, influencers, specific interests (animal lovers, TV series enthusiasts, travelers, etc.), or clients from a particular group for prioritized assistance after identification in the first contact.

How can I accomplish all of this? 

When I use filters throughout my exploration and research, I can filter by interest and understand the topics these people most frequently discuss, using charts, data, and metrics for the brand or campaign evolution.

Can I identify interests?

Yes! To identify the interest of a specific audience, it is necessary to listen to them.
In the case of lovers or haters, we can identify them through interactions on proprietary social networks or mentions of brands.
Through the tool, we are able to map and create a persona based on what the customer sees, hears, does, and thinks. It is essential to create a well-consolidated strategy with the team responsible for communication and social media post creation.

Interacting with customers through posts can help both in engagement and in collecting this information.

A post like: "The best thing for the weekend is: Finishing your favorite series or going to the bar with friends?" can bring very interesting comments that indicate a profile.

It is a medium to long-term effort but worth the investment of time and dedication, as it can bring a new perspective, path, or possibilities for the business.

Interests in the War-Room

You can access it in Summary/Overview, Interest Distribution graph.

And also in the menu Discoveries / Who is talking / Key interests.

Note: It is worth remembering that both graphs will be impacted by both created and already registered interests.

Take advantage of the "best friend" of the tool: the Post Filter and the Conversation Filter. This way, you can use the functionality of the other tool graphs to analyze only posts/conversations that have mapped interests.

For more information, visit the discussion on the subject at our community or videos on our channel.😃