WTW Vocabulary - Week 8

Social Listening

• The process of tracking digital conversations to understand what customers are saying.
• A typical role audience members play online: cheerleader, critic, troll, or lurker.
• A significant or symbolic event that captures widespread attention.
• A shift in expected messaging that challenges the dominant story.

Sentiment Analysis

• Categorizing opinions in text to determine attitude as positive, negative, or neutral.
• The process of engaging with a brand’s online audience to foster loyalty.
• The trail of data people leave behind online—likes, posts, shares, and comments.
• A theme that organically emerges in online discussions over time.

Brand Affinity

• Emotional connection or loyalty a customer feels toward a brand.
• A tool that aggregates real-time online feedback and data for analysis.
• A structure and tone of public dialogue on a specific topic.
• A platform user with a small but highly engaged following.

Listening Dashboard

• A tool or platform that aggregates real-time online feedback and data for analysis.
• A nuanced range of emotional responses expressed online.
• Analyzing user comments to extract opinions and themes.
• The amount of useful information relative to distracting content.

Conversational Trend

• A theme or subject that organically emerges in online discussions.
• A platform user with a small but highly engaged following.
• A digital trail left behind through posts, likes, and shares.
• A storytelling shift that challenges audience expectations.

Discourse Pattern

• The structure and tone of public dialogue on a specific topic.
• The process of engaging with a brand’s online audience to foster loyalty.
• Emotional connection or loyalty a customer feels toward a brand.
• A symbolic or significant online trend or event.

Social Sentiment Spectrum

• A nuanced range of emotional responses people express online.
• A tool that aggregates online feedback and trends.
• A role pattern people follow in online interactions.
• The process of identifying opinions in social media text.

Micro-Influencer

• A social media user with a small but highly engaged following.
• A theme that emerges in digital dialogue over time.
• A process of managing digital brand communities.
• The amount of useful information relative to digital noise.

Comment Mining

• Analyzing user comments to extract opinions, themes, and useful data.
• The tone and structure of discussions around an issue.
• Loyalty or emotional ties to a digital brand.
• A timeline of digital impressions and data interactions.

Digital Footprint

• The trail of data people leave behind online—likes, posts, shares, and comments.
• Categorizing reactions to determine emotional tone.
• Patterns in how online voices contribute to group messaging.
• A micro-level advocate with niche influence.