After reading this article you'll:

  • understand what Social Watch is
  • be able to monitor trending topics across social media during an exercise
  • be able to identify influencers, do sentiment analysis and visualize word clouds 


Social Watch is a dedicated channel that allows participants, role-players and exercise control to monitor and analyze the conversation in social media channels. 

Social Watch
Detect, visualize and monitor the conversation in social media, which can be an important element of a crisis exercise (reputational damage, disinformation campaigns...)
  • Customization of what terms or hashtags should be monitored
  • Multi-channel monitoring (Twitter, Facebook, Instagram)
  • Column-based interface for independent visualization of terms
  • Live sentiment analysis of each content (positive, neutral and negative)
  • Trending peaks graph
  • Influencer identification based on search terms
  • Word clouds for related phrases
  • Channel and sentiment filtering
  • personalized trending alerts (number of mentions, period of time)

Activate Social Watch 

To enable social watch navigate to Style > Channel Configuration > tick 'Active'

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Social Watch interface

Social Watch is a dedicated channel in the Virtual Desktop, your participants will see it by default as part of their channels if your Conducttr license allows this feature.

There are two views of Social Watch

1. Columns view - all watchwords at a glance

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2. Expanded view - one column expanded for more details.

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Sentiment analysis

Conducttr will automatically identify and categorize content posted in your exercise social media. This will be tagged as negative (red), neutral (grey) and positive (green). 

This allows participants to monitor specific watchwords and quickly assess the conversation sentiment. This is particularly useful during crisis simulations where the company brand is at stake: reputational damage, user complaints, disinformation campaigns, etc.

Please note that Social Watch categorises live social media. Scripted social media that's in your MEL or Pattern of Life should be analysed inside the scenario editor before publishing.

Available actions for participants

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Add watchwords

In the Virtual Desktop, go to the Social Watch channel.

Click the + icon and type the term you want to monitor across social media.

Click the + icon again to add additional columns.

You can use AND and OR operators for advanced watchwords:
- virus AND vaccine
- virus OR vaccine

Set up alerts

When adding a new column, after selecting the watchword, turn on the switch in Trending alert is on. Then customize the trending criteria.

When the trending criteria are met, an alert pop-up window will appear. 
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Research profiles

Click on any username in the Social Watch column (in blue), to open that persona profile. 

Participants can research the nature of the profile by observing:
- Verified account
- Number of posts published
- User handle
- Bio
- Account creation date
- Posts (images, text and links to websites)
- Following and followers, which can be clicked to research each persona's social graph (if your licence allows it).

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Each column can be filtered by channel and by sentiment. 

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Monitor influencers

In each column, in the section "Authors", you can list all authors (personas, role-players and any content contributor) that have used the watchword.

You can filter this view by channel and sort by the number of followers, following, messages and alphabetically.

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Generate word cloud

In each column, click on the cloud icon to generate a watchword-related word cloud.

You can hover over each popular word to see the number of mentions. 


Click on the magnifying glass in each column to search for specific words in each watchword feed. 


To expand each column:
1. Click on the graph icon
2. Click on the increase icon

To go back to column view:
1. Click on the decrease icon
2. Click on the list icon