Neticle has a complex keyword creation methodology to ensure only the relevant information shows up in your profile. A keyword must include synonyms to create a pool of phrases that trigger a hit in the system. To further narrow down a topic by excluding and filtering for certain words within the database, it can also include “exclude” and “filter” words mentioned together with any of the listed synonyms.
Keyword creation is normally done by Neticle’s in-house analyst team, who are experts at choosing the right phrases for each keyword and have years of experience doing so. However, Neticle also offers partner accesses where users can create their own keywords using the Neticle Media Intelligence platform.
Below you can find a more detailed explanation of the keyword creation process.
- The “ingredients” of keywords are: synonyms, filterwords, exclude words and own channels.
- While synonyms are must haves when it comes to the structure of a keyword, filterwords and exclude words are totally optional based on the keyword’s purpose.
- When adding synonyms, filterwords and/or excludes to a keyword, you need to think about how the phrase might be conjugated or what suffixes it might have. For example, if you add the phrase “bank” to a keyword as a synonym, every word that starts with bank will be a hit for that keyword, such as “banking” or “bankers”. Important note: spaces define the beginning and start of a keyword, so as soon as a dash is added between two words, the before mentioned logic ends. For example, “Banks” will be a hit, but “straightforward-bank” will not. The start and end of a keyword is either defined by a space or a dot.
- When creating your synonyms list, it’ll become apparent that sometimes phrases need to be excluded from the hit-list in order to remove unwanted data from your data-pool. This is what “exclude” words do - the system goes through the synonym list and gathers every online data that is available in Neticle’s database that includes any of the synonyms, and then checks if any excluded words are a part of the hits as well - in that case, they will be removed from the data-pool. The same methodology applies to excluded words in terms of matching only the start of the phrases, as described for synonyms in the previous segment.
- If you’d like to narrow down or specify your research a bit more, you have three options to choose from: using filter words, semicolons and square brackets.
- Filterwords are a separate set of phrases that the system searches for after the synonym set has been checked and the base database has been defined. So in the case of banking synonyms, the system gathers everything mentioning banking, but then checks if there are any filter words to be found in the mentions. If we put the phrase “netbank” or “application” as a filter word, the system will then check whether the base database contains any mentions that include both banking and application, OR netbank separately, anywhere within the text. If so, those will be the results of this search.
- Semicolons shouldn’t be put on a separate list, instead, they can be used when creating the synonym base set. The difference between filterwords and semicolons is that when using semicolons, the system checks for the phrases within the same clause of a sentence. So for example: “Banking;netbank” means that “Netbanking is revolutionizing the banking industry” would be a hit, but “The banking system changed so rapidly over the years, that netbanking became an obvious option for the everyday user” would NOT be a hit.
- There is another important punctuation mark that can be used when creating keywords: the square bracket. In case you wish to close off any of your synonyms, exclude words or filter words, so that only the exact match of the phrase will result in a hit, you can use a “]” at the end of the phrase. Following our example from before: if you only want “bank” to cause a hit, but not banking or Banks, use bank] as a synonym in your synonym set.
- Own channels: every keyword can have an own channel list added to it. This is to ensure all mentions are gathered from these chosen websites, even if the mention wouldn’t trigger a synonym hit. Own channels can be:
- Apple App Store apps,
- Google Play apps,
- Huawei App Gallery apps,
- Facebook Pages,
- Forums,
- Instagram pages,
- Twitter Pages,
- TikTok pages,
- YouTube channels,
- YouTube videos,
- simple URLs.
- Own users: The name under which your posts and comments appear on a social media site. In case a mention has this as author attributed to it, the sentiment analysis is skipped and the mention will appear as a neutral tone text.
Important note: When you add Twitter, Instagram, YouTube or TikTok pages as own channels, we automatically add the channel name too as an own user. This means that the author of these pages will also be added to the system as a source that can therefore be filtered down to or excluded from your search later on. For example, if you want to filter to a keyword’s own Facebook page but exclude the own user posts from the results (because you only want to see the responses from other users), you can do this by filtering to the own Facebook page and then excluding the own Facebook user. However, if you don't want the page authors set as own users as well, you should delete them from the list.