Coding for Content Analysis

In “Measure What Matters” they state that media content analysis, “is one of the most valuable and commonly used tools in measurement.” Content analysis can be done by a human or automated with computers. The problem with computers though, is the inability to differentiate between irony and sarcasm, and they cannot notice regional variations. I just wanted to share with all of you the most common elements that are coded for.

1.       Type of Media

There are dozens of channels in which your company can be discussed. The creator of the conversation has authority that influences the circulation of the publication. Social media makes it so the most influential sites may have few readers but they can be picked up by larger sites that carry more weight.

2.       Visibility: Prominence and Dominance

The more visible a brand is the more likely it is to be remembered. Prominence is the location of the first mention of a company. This can be found in the headline, top 20 percent, or the bottom 80 percent.

3.       Tone

The tone is the attitude or opinion and article expresses. These can be broken down into a few categories including: positive, neutral, balanced, or negative.

4.       Messages Communicated

Any conversation about your brand can convey a wide variety of messages, whether good or bad. You want to track key messages and their opposites.

5.       Sources Mentioned

This is all about influencing the influencers. So, who is quoted in your coverage and what do they say?

6.       Conversation Type

The nature of conversations can tell you a lot about what people have to say about your company. It has been shown that there are 27 types of conversations that can take place.

                I hope these elements can help you know what your company is looking for when they are coding for content analysis. Feel free to share more about this topic in the comments below.