Creating awareness about a topic and advancing it requires prior knowledge about that interesting topic. Social media platforms play a crucial role in providing this information, and one such platform is Brandwatch, a consumer intelligence and social media management tool that gives information about the mentioned volume from Twitter, forums, news, and reviews about a particular topic (Enthoven & Van den Broeck, 2021).
This paper will look in depth at twitter’s mentioned volume to get an insight into local food. This paper aims to generate awareness about sources of locally grown food in Lawrence. Each tab, volume, top stories, sentiments, trending topics, Twitter themes, and demographics on the Brandwatch site will be reviewed to give this campaign an insight into what individuals have to say concerning local food and their volume.
It also intends to alter KU students’ preferences for eating locally-produced food in Lawrence. To do this, Brandwatch should determine the hot issues (hashtags) on locally grown food in Lawrence, explain how they relate to the current campaign, and offer suggestions to incorporate them into other social media messages.
Volume
The volume of mention tweets increased from 0 mentions on 29th September to 655 mentions on 2nd of October. The tweets with more than 200 mentions may provide helpful information about what people say about locally-produced food. You might utilize this information to determine what components of your campaign have the most excellent chance of success and popular trends and associated subjects. The tweets may also provide helpful details about individuals’ challenges when attempting to get locally farmed food, which may help guide your campaign approach.
Regarding the popularity of locally produced food across various demographic groups and how multiple areas regard locally grown food and the difficulties they have in acquiring it, there may still be information needed to assist and guide your campaign. Additionally, information on the pricing and accessibility of locally farmed food might help you plan your campaign. It may also be helpful to target the appropriate audiences and develop a successful message if you know how people feel about the accessibility, cost, and quality of locally farmed food.
Top Sites
The popularity of any site will be determined by its target market, marketing efforts, and website content and design. HPJ.com, a commercial website, does not have the same audience as media websites Kmbc.com and kmuw.org, both of which have a greater reach. Kmbc.com is a local news website as well. Thus it could have a wider audience since locals are more inclined to visit it. Due to its emphasis on radio transmission, which is more accessible than the other two websites, kmuw.org is also likely to have a wider audience. These websites often employ the following themes when writing about local food: accessibility, culture and community, local economy, sustainability, health, and seasonality. These discussion themes include the advantages of eating locally produced food, the need to assist regional farmers, the health advantages of consuming fresh, in-season foods, and the effects of eating locally sourced food on local communities, economies, and the environment.
Sentiments
Dissatisfaction with a product or service is the main subject of tweets that Brandwatch has deemed unfavorable. These tweets often express anger or betrayal against the product or service, as though they had let the consumer down. These tweets often use the words “disappointed,” “let down,” and “not impressed.” I wholeheartedly agree with this negative theme, which is often accentuated by harsh language and passionate terms.
The neutrality in Brandwatch’s tagged tweets often refers to a lack of enthusiasm or opinion. Many of these tweets include words like “meh,” “nothing extraordinary,” and “just alright.” According to the neutral attitudes, there were 351 mentions on October 10 and just 201 on October 16. (Syahputra et al., 2022). I concur since it conveys a lack of dedication or zeal while conveying neither a favorable nor unfavorable attitude.
Enthusiasm or pleasure are frequent themes of positivity in Brandwatch’s categorized tweets. These tweets often use the words “loving,” “wonderful,” and “great” to convey a positive message. I agree with this emotion analysis since it gives a strong sense of satisfaction and expresses enthusiasm or delight with the product or service.
Trending Topics
The two hashtags most relevant to using locally manufactured food campaigns are #Plantbased, #lfk, #ksleg, and #EatLocal. The hashtag #Eatlocal is a popular hashtag used to highlight local foods and promote their consumption, which is the primary goal of locally manufactured food campaigns. Customers may look for local food goods, companies, and events with this hashtag. Another objective of initiatives to promote locally produced food is to get consumers to buy local food, and the hashtag #EatLocal is often used to accomplish this. These hashtags are crucial for raising awareness of campaigns promoting locally produced food. Using these hashtags, campaigns promoting locally-produced food may reach a larger audience, encouraging more people to learn about and purchase locally-produced goods. These hashtags aim to promote local food consumption among KU students in Lawrence and raise knowledge of the sources of locally sourced food.
I could use these hashtags in various ways in future social media posts. These consist of #EatLocal and support your neighborhood farmers. The best option is always to buy local, fresh vegetables. #Plantbased For the freshest local foods available, visit your farmer’s market. #EatLocal to benefit your neighborhood. A fantastic approach to boost your community’s economy and lessen your carbon impact is to eat #Plantbased.
Twitter Themes
After carefully reviewing the top stories relevant to the campaign include, “This country wants to tax farmers for cow burps, farts” and “Drought causing urban farm to lose thousands.”These stories are significant in a campaign to eat locally-produced food since they highlight some of the biggest challenges farmers face in meeting the demand for local food. The first topic, “This country wants to tax farmers for cow burps, farts,” shows how taxing farmers disproportionately impacts small, local operations and makes it harder to sustain food. The second topic, “Drought causing urban farms to lose thousands,” shows how climate change drastically affects the agricultural industry, making it harder to produce food locally. I would use these stories to illustrate local farmers’ difficulties in producing food and emphasize the importance of supporting local farmers and eating locally-produced food.
Among the top emojis, I found the face savoring delicious food emoji and the smiling face with open mouth and slightly closed eyes emoji more appealing. A campaign to consume locally-produced food could use these emojis to emphasize the joy of eating locally. Using these stories, the campaign could emphasize the pleasure of eating delicious local food and the satisfaction of knowing it was produced locally. It also highlights the importance of supporting local farmers and businesses.
Demographics
After a close look at the demographic tab, more men engaged in the topic of local food at 62% compared to women’s 37% of the total volume of mentioned tweets. In October, the said volume for men was 243 against 110 for women. Regarding professionalism, teachers, and lectures, executive persons and artists were the most engaged, garnering 39, 39, and 33 mention volumes of tweets, respectively. Politicians, sales/marketing/PR persons, and software developers were the least involved persons in the topic, each having 4, 6, and 5 mentioned volumes of tweets, respectively.
The analysis’s demographic data helps us identify the types of people engaging in conversation about local food on Twitter. It reveals the gender breakdown, the participants’ professional backgrounds, and the type of people who are more likely to be engaged in the topic. It also allows us to identify the people who are not as engaged in the conversation, thus providing us with a better understanding of the overall dynamics of the conversation.
I would have liked to have seen additional demographics such as age, geographical location, and industry involvement. These demographics would have given me more insight into who was engaging in the conversation about local food and where they were located. Knowing the geographical location of the people engaging in the conversation helped me understand what local food initiatives were being discussed and whether any particular areas had more engagement than others. Additionally, knowing the industry involvement of the people engaging in the conversation gave me valuable insight into who was most likely to be interested in and supportive of local food initiatives.
Reflection
Data from Brandwatch is essential for the current campaign. The most popular subjects associated with the topic of interest can be found using this data. In this instance, #eatlocal, linked to the local footprint and one of the objectives of the current campaigns, is the most pertinent hashtag. The commercials align with the subjects surrounding the hashtag #eatlocal, which promotes the need to eat locally farmed-food. Because of this, the data are essential for developing pertinent campaign articles intended for a particular audience (KU students). Finding articles pertinent to the campaign is achievable thanks to Brandwatch’s data. The campaign posts thus get a larger audience when linked to these stories. Having a solid understanding of demographics is essential when developing social media marketing. Brandwatch’s contribution of demographic information to the development of social media campaigns justifies its significance.
Brandwatch is a fantastic resource for learning about consumers. The only information that can be gathered is particular to that issue. For instance, the topic of the present case is Lawrence-grown food. Unfortunately, no subject is very relevant to this issue, only one that is somewhat related. As a result, information about the topic can be false. As a result, Brandwatch should gather data from many sources that may be pertinent to the particular subject of interest. Additionally, Brandwatch exclusively collects data from Twitter, which may omit crucial data for examining consumer behavior for a specific area. Brandwatch ought to incorporate more social media channels as a result.
YouTube Ppt video link: https://www.youtube.com/watch?v=TVSytjateCs
Reference
Burch, D., Dixon, J., & Lawrence, G. (2013). Introduction to symposium on the changing role of supermarkets in global supply chains: from seedling to supermarket: agri-food supply chains in transition. Agriculture and Human Values, 30(2), 215-224.
Syahputra, C., Lenggogeni, S., Verinita, V., & Wahyudi, H. (2022). Exploration of Foodstagramming Content Preferences in Millineal and Z Generations in West Sumatra. International Journal of Economics, Business, and Accounting Research (IJEBAR), 6(1).
write