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1. Data Acquisition Process: For the social media listening, we gather data from various social media platforms, including YouTube, Instagram, Twitter, and Behance, using open APIs. This structured and adaptable approach ensures seamless data retrieval while enabling integration of new sources to keep pace with evolving social media trends.
2. Community Creation: The social media listening process begins with the development of a dynamic observation community. Updated annually, this community includes profiles of early adopters, EU policy-related users, and European creatives identified on Behance. The process involves rigorous filtering to exclude spamming profiles, ensure content quality, and maintain authenticity, focusing on European-based users.
Key Steps in Community Formation:
3. Content Analysis: The content generated by the community is analyzed using advanced Natural Language Processing (NLP) and Computer Vision models. This dual approach captures both textual and visual elements, enabling a holistic analysis of user-generated content.
4. Clustering Methodology: Content is categorized using two complementary clustering approaches:
5. In-depth Analysis of Emerging Themes: The clustered data undergoes thorough analysis to identify the drivers of significant trends. This includes examining regions, industries, and demographics associated with key topics. Insights are further refined through human curation, ensuring alignment with organizational objectives and offering a deeper understanding of the evolving social media landscape.