Visualization Analytical Tool

Have you ever wondered how to find genuine insights from Social Media Hyperlink Analytics? I know I have! Social Media Hyperlink Analysis is the act of extracting and analyzing hyperlinks embedded within social media texts. Think of things like hashtags or comments! There is a variety of other in-text hyperlink examples, it just depends on what social media network you are analyzing. This week we will be focusing on Twitter!

I will be using mentionmapp.com to find insights from Twitter networks. I absolutely love Mentionmapp as it is Twitter’s Network Visualization Analytical Tool! This tool helps with visualizing and exploring interactions of a user or brand, aids in building critical relationships, and who is carrying out the conversation within the same day. There is also opportunity to be able to find new hashtags and followers which could have been missed without taking this extra step to examine this particular data. I decided to investigate one of my favorite brands, COACH, a modern-luxury brand based in New York, New York.

The COACH MentionMapp

After typing in Coach in the search bar, it doesn’t take long for this application to build a visual representation of Coach’s Twitter Network, including the most common hashtags that seem to be most popular within the brands network. At first glance, it seems Coach has a lot going on today within their network. I am already seeing some great data just by analyzing the first image! There are a few big celebrity names within this network. One of the top female rappers, Megan The Stallion, professional basketball player, Michael Jordan and major social media influencer, Ricky; to just name a few! I can also see that there are two hashtags, #CoachForever and #CoachFamily, that are most used by the Coach account.

At first glance of this map, I am able to see a few influencers who Coach could be interested in collaborating with. Being a Coach consumer, I know that the brand has come a long way over the years with much of their new products being geared towards younger generations. As a millennial, what drew me in was when the brand announced Selena Gomez as their brand ambassador just a few years ago. This visual map doesn’t surprise me too much as I know the brand continues to push their products on younger consumers.

The hashtags used indicate to me that they may have a new campaign or event going on. I personally have not been able to keep up with the brand since school has started back up. However, I would like to go the extra step and make the assumption that #CoachFamily may have something to do with inclusivity or diversity given the current socioeconomic climate in the United States. Again, this could be a huge stretch to assume but being a Coach consumer, I know the brand usually doesn’t skip a beat when major events are going on. Which I love!

However, #CoachForever, I am not entirely sure what this could mean. I would assume it has to do with a new campaign of some sort and that may be why it is trending within the network. What is great about MentionMapp.com is that I am able to do some more digging by easily clicking on the names or terms shown. I also have the option to go straight to Twitter and do some more investigating there. I am happy I did do more digging as it looks like my assumptions were right!

It turns out that Coach is indeed launching a new campaign for their spring collection with the use of #CoachForever. This new line is focused on inclusivity, diversity and sustainability. The Coach Twitter page also showcases tweets with the #CoachFamily. This hashtag is used along with the spring collection promotions but it is also its own campaign. #CoachFamily focuses on a diverse group of celebrities and influencers who endorse Coach and its strides towards being a more inclusive brand, place to work and a true mentality of doing better within society. I also found that Michael Jordan was actually the face for this Falls collection, which explains the close relations on the map. As well as Ricky who was just announced as a brand ambassador and Megan The Stallion who was just featured in one of the #CoachFamily videos.

Some Key Insights

By the looks of this Map, we can gather a few insights without digging. Although it is always good to dig further to prove any assumptions you may have. As a conclusion, Let’s go through some of our key insights we found while looking at the map:

• Coach has a strong relationship with multiple celebrities/Influencers
• Michael Jordan is the face of the Coach Fall collection – Explaining the 8 interactions between the accounts
• Social Media Influencer, Ricky has a strong bond with Coach. At first glance, we can infer that there could be a partnership of some kind. After digging, we found that to be true as he is one of the new Coach Ambassadors
• The two hashtags suggest there is an event or a campaign happening. After digging, we could see that this assumption was proven true
• Coach uses celebrity/influencer power as a major marketing tool to help boost its products and lifestyle as a brand amongst consumers. This insight is major and helps understand how the brand works in gaining success or not at all. This is also evident with the amount of celebs being in their network

Thanks for reading!

-Austin