Managing the change in social conversation analysis: Our experience analyzing the topic of gender equality

Everything has changed, but it’s all still just the same. The pandemic swamped everything, but we all know that equality – more specifically, gender equality – is the highest priority.

n his 19th-century work “Richelieu; Or the Conspiracy,” Edward Bulwer-Lytton coined the phrase “the pen is mightier than the sword” to express the idea that communication has a fundamental influence on how events develop. In the 21^st century , the emergence of social media means communication has been dispersed; it no longer rests in the hands of a few. This makes it more difficult to interpret what, how, and through whom the stories that transform society are told.

We live in a tremendously volatile, if not chaotic, environment, one where the speed things happen at requires us to focus on specific people and problems, experiment frequently, fail quickly, and learn even faster.

One clear example of this situation took place in 2020, with the arrival of the pandemic that changed everything: Strategic plans, priorities, ways of working, tools and skills, and – of course – company value propositions. They sought to adapt to the changes taking place in society, institutions, investors, and clients under a cloud of great uncertainty that has forced new and recurring iterations.

At the same time, all these social changes are being recorded in social media conversations, which are available to all companies and executives who know how to interpret them. This can help them form a more suitable response to their business, communication, and corporate needs by reducing uncertainty, anxiety, and pandemic fatigue, as well as offer increased control over business development in alignment with the times.

Discover in this article the challenges an executive should be aware of for the correct start-up on an observatory and the subsequent exploitation of unstructured data.