How to Analyse Social Data with Talkwalker

How to Analyse Social Data Featuring Talkwalker


JSB Talks Digital Podcast #70

JSB Talks Digital is a weekly digital marketing and social media podcast hosted by author, strategist, consultant, speaker and trainer Joanne Sweeney-Burke. Each Friday Joanne shares her digital marketing and social media insights from her work as CEO of Digital Training Institute. 

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In this episode of JSB Talks Digital, I take a closer look at Talkwalker, a social media analytics and monitoring tool.

In this week’s show:

  • In social media news:
    • YouTube Video Card changes
    • Facebook aims for 1 billion VR users; and
    • Advertisers will soon be able to pay social media influencers in new cryptocurrency
  • I interview Richard Sunley from Talkwalker
  • Ask JSB
  • In shout-outs: My three favourite Talkwalker features
  • In JSB’s column: How to set digital goals that align with business goals
  • Find out what digital marketing tool saved my working week

Listen to this week’s podcast:

LISTEN: How to Analyse Social Data with @talkwalker #JSBTalksDigital Click To Tweet


Social Media News 

YouTube Video Card Changes

YouTube now requires creators to be partners to use external links in cards.

The new requirements means that YouTube creators may now only direct viewers to web links using cards if the site is currently associated with their YouTube channel and the creator is a member of the YouTube Partner Program.

YouTube states that this new policy “is meant to curb abuse and does not affect current YouTube partners or existing end cards.”

YouTube also clarifies that “channels do not have to actually monetize any videos as part of this requirement.


Facebook aims to get 1 billion people into VR

Launching the new lower-cost VR device, called Oculus Go, Mark Zuckerberg didn’t put a timeframe on his goal.

The new Oculus Go is cost $199 (less than half the $499 price tag of the Rift) and be available by “early next year.” So, put it on your Christmas list!

Hugo Barra, Facebook’s head of Oculus, said he believes “more people will use VR when they have a standalone device like Oculus Go.”

It was designed to be more comfortable, with stretchy straps to hold the device on your head and with a more breathable fabric. It also has speakers built in, so you don’t have to wear headphones.

“We believe Oculus Go will be the most accessible VR experience,” Barra said. 


Advertisers will soon be able to pay social media influencers in new cryptocurrency

News that payments in the digital world will take the form of cryptocurrency, surprised me and didn’t surprise me! The evolution of industries in the Digital Age includes fintech. CNBC reported this week that a new cryptocurrency will be launched by influencer platform indaHash, allowing brands to pay social media stars in virtual tokens rather than cash.

IndaHash has around 300,000 social media users in 70 countries, and the platform matches relevant brands to them. The influencer creates a social media post, mentioning the brand, which is then checked by moderators before being published.

With the introduction of indaHash Coin, we want to tokenize the influencer marketing world and create a revolution in terms of brand cooperation and audience development, solving a wide range of issues and challenges between influencers, brands and fan bases.

– Barbara Soltysinska, co-founder of

Interview | Richard Sunley, Talkwalker

Richard Sunley

Richard Sunley

In today’s show I interview Richard Sunley from Talkwalker.

I’ve been using the software for client projects recently and I thought it would be great to have Richard on the podcast to share the features and benefits.

Do you have your marketing strategy ready for 2018? This guide compiled by Talkwalker will walk you through creating your plan, your road map outlining your marketing goals, tactics, costs, and projected results.

Sunley is the UK & Ireland Marketing Lead at Talkwalker, a social media analytics company. He loves to analyze the impact of current events and trends using social media data and find new ways for businesses to get more from listening and analytics.


Talkwalker is one of the world’s leading social media analytics companies. Its cutting-edge technology provides actionable social media insights through real-time social listening and advanced social media analytics. Talkwalker helps marketers to prove the value of their social efforts and enhances the speed and accuracy of business decision-making.

Talkwalker’s state of the art social media analytics platform monitors and analyzes online conversations on social networks, news websites, blogs, forums and more, in over 187 languages. Its servers process 500 million posts from 150 million websites every day.

Tune in to listen to my interview with Richard

My favourite quote from our chat

Richard Sunley Quote

@tweetsbyjsb talks @talkwalker with @richyjin on #JSBTalksDigital Click To Tweet


Shout-Outs: Three useful features of Talkwalker for Digital Marketers

In this part of the show I give shout-outs to individuals, organisations or brands that are remarkable online and worth talking about.

This week I’m sharing three of my favourite Talkwalker features.

3 useful features of Talkwalker for Digital Marketers #JSBTalksDigital Click To Tweet

1. Event analysis

  • Measure success of events based on predetermined social KPIs.
  • Benchmark event marketing efforts using reach and engagement metrics.
  • Identify top event influencers and find the best way to engage.

Talkwalker Dior Graphic


2. Real-time Analytics

Respond immediately to trending topics with real-time social media analytics. Gauge changes in audience reaction by the day, hour or even minute.


3. Audience Research

Improve campaign targeting by knowing social audience preferences by segment

Reduce risk by having a clearer idea of customer needs before a product or campaign launch.

Inspire your audience to act by using social data to speak their language

Take your free trial of Talkwalker now at



Ask JSB brings the voices of my listeners onto the show. 

I’m always hunting for new ideas for my podcast, blog and blog and I find the best inspiration comes from questions from my community.

If you want to hear your voice on JSB Talks Digital simply log on to and leave me your voicemail.

This week’s question is from Treasa Murphy, journalist with Radio Kerry.

“With increasing work schedules, how can journalists best complement their online presence with what they do on air so that it doesn’t put an extra burden on their workload?”

Tune in to listen to my answer.


JSB’s Column | Collecting digital data with data protection in mind

Joanne Sweeney-Burke

In today’s column I discuss digital goal setting, campaign management and data analysis.

A recent article in Forbes expounds on this, stating,

“Marketers are more mature now with capable measurement practices. This means they will spend judiciously on just what works for their goals.  And many are dialing back pure digital advertising investment, prioritizing instead non-working investments in data, technology and customer experience.”

Undertake research

Research should be an ongoing process during digital marketing campaigns. While analytics play a large role in digital marketing, campaigns will not reach their full potential if the right research is not done.

Before investing full steam in social media, use your overall goals and spend time doing research on who the main demographics are for new user acquisition, what demographics you currently have that you want to retain and where the gaps are.

For established customer bases, it is important to do research and understand if your previous campaigns have been successful and what drove that success. It is also worth getting feedback on what pain points users have, and what they feel is missing from your brand experience.

Investing in digital media means having more access than ever before to customers.

Though it might be harder to reach in this competitive space, digital media provides far more insights than traditional advertising methods.

The most successful digital marketing strategies are the ones that harness that information to create a solid foundation for future success.

Dig deep to understand who your primary users are, what their preferences are in order to retain them. If targeting new customer segments, then the same concepts apply. In order to drive traffic, content and digital advertising methods need to be hyper-focused for new user acquisition.

Research should be an ongoing process during digital marketing campaigns. - @tweetsbyjsb Click To Tweet

Ask yourself, what are the measures for success?

Once you have decided what the primary goals are for digital marketing, the natural evolution to this process is to decide what the best metrics for success are.

Each brand has different analytics and key performance indicators it uses to measure success for digital marketing, so it is important to explore all the options and settle on at least three to five measures as a starting point for benchmarks.

If the goal is brand awareness, then what are the right measures for your specific brand? Is it number of shares or number of followers?

Is it through sponsored content or organic, and what is the reach for each of these. How many users go from your sponsored content to your page to follow? Or is the goal to get content shared on as many platforms as possible to gain maximum visibility?

However, if the goal is to grow an existing following, then the measures differ.

How many users complete a buyer journey but do not purchase what is in their cart? Or how leads are generated from first-time visitors and are they purchasing right away? In this case, a digital marketing strategy but also identify pain points users have in order to improve the process and gain efficiency.

There are a myriad of metrics to consider in both scenarios, and wading through them is often an arduous task. However, these analytics are key in understand return on investment, so it should not be ignored. It is understandable that not each aspect of the analytics will be useful.

However, once key performance metrics are established, they should be reviewed at least once a month to see if the strategy in place is successful or whether there needs to be realignment.

Using the right research and investing in the resources that make the most sense for your brand are instrumental to get maximum return on investment for marketing efforts.

To learn more about setting digital goals and measuring success drop me an email to [email protected].


Social Media Tool of the Week: Talkwalker Alerts

The digital marketing tool that saved my working week this week is Talkwalker Alerts.

A free and easy alternative to Google Alerts

Monitor the Web for interesting new content about your name, brand, competitors, events or any favourite topic with Talkwalker Alerts.

Talkwalker Alerts

Talkwalker Alerts are an easy and free alerting service that provides email updates of the latest relevant mentions on the Web directly to your email box or RSS feed reader.

Find out more and set up your first alert at:

@talkwalker is a free and easy alternative to Google Alerts #JSBTalksDigital Click To Tweet


I love feedback

I’d love to know what you think about this episode. So please get in touch by commenting below or tweet me @tweetsbyJSB or send me a snap to @jsbsnaps.

Review JSB Talks Digital on iTunes


Listen: JSB Talks Digital | Episode #70

I would like to thank Eoghan Murphy aka The Galway Gamer for producing my podcast series and to Flirt FM on the campus of NUI, Galway where I am based for the use of their studio.

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