The importance of storytelling in marketing communications is not only reflected in the interactive visualizations of the webLyzard dashboard, but also in its analytic services and success metrics. Positive versus negative sentiment reflects the popularity of a brand, organization, or topic. The webLyzard Stakeholder Dialog and Opinion Model (WYSDOM) provides a dynamic assessment that goes beyond sentiment and allows real-time insights into the success of marketing and public outreach activities. Measuring attention and sentiment is descriptive in nature. The hybrid WYSDOM metric, by contrast, reveals whether communication targets have been reached. It measures to what extent the chosen strategy has an impact on observable patterns in online coverage, how consistently a message is being conveyed, and whether this message helps to reinforce brand positioning.
Communication and Impact Assessment. WYSDOM evaluates the degree of association between an organization (or its products and services) with desired topics considered important and in line with evolving communication goals. It also determines whether undesired topics and media coverage were avoided successfully. This goes far beyond language characteristics such as positive and negative sentiment. In the case of the Climate Program Office of the U.S. National Oceanic and Atmospheric Administration (NOAA), for example, a desired association with “climate change” contributes positively to the success metric, although the term typically carries a negative sentiment.
The WYSDOM metric is adaptive and part of an iterative feedback cycle, customized to an organization’s evolving communications and dissemination goals. To specify these goals, analysts have full control over the lists of desired and undesired topics, and the opportunity to update them in line with changing priorities. The Brand Reputation Radar is a visual tool to guide and support this process.
Web Site Analytics. As an optional component, WYSDOM provides seamless integration of server access statistics such as visits, page views and average viewing time – for example by collecting and enriching data from existing log file analysis tools such as Google Analytics or Piwik. This allows communication professionals to analyze successful strategies in terms of both their impact on content production (e.g. news articles, social media coverage) and on content consumption (e.g. level of user activity on a corporate Web site).
Visual Representation. The screenshot below shows an interactive representation of the WYSDOM metric based on a stacked bar chart. Green areas above the horizontal axis represent the association with (i) desired topics and the number of (ii) positive references; blue areas the number of (iii) visits and (iv) page views; the grey area the number of (v) neutral references; red areas below the axis the number of (vi) negative references and the association with (vii) undesired topics. The dark grey line indicates the overall WYSDOM score. Tooltips display additional context information; e.g., topics and opinion leaders responsible for observable changes. The adaptive calculation enables analysts to assign weights to the above mentioned seven components to set their perceived importance.
Complementing the layered display of WYSDOM components via the stacked bar chart, the information landscape (visual representation of semantic similarity between documents based on a landscape metaphor) is an alternative way to simultaneously assess both sentiment as well as the degree of association with desired or undesired topics.
- Scharl, A. et al. (2016). Semantic Systems and Visual Tools to Support Environmental Communication, IEEE Systems Journal: Forthcoming.
- Scharl, A. and Herring, D. (2013). Extracting Knowledge from the Web and Social Media for Progress Monitoring in Public Outreach and Science Communication. 19th Brazilian Symposium on Multimedia and the Web (WebMedia-2013). Salvador da Bahia, Brazil: ACM. 121-124.
Last major update with release 2014-09.1 (Flying Gecko).