The proliferation of social media catalyzed an explosion of content, but little of it is easily accessible to capture and understand what people are saying. At Penta, we use a combination of technical skills and subject matter expertise to extract content and identify relevant signals,making informed decisions faster.
Penta’s approach to social media analysis focuses on agenda-setters where they go, no matter the platform. We provide clients with a clear understanding of underlying narratives and actionable insights by targeting our data collection and leveraging in-house issue experts.
Penta’s ability to identify and solve for complex social scenarios across platforms highlights our commitment to customize solutions to meet client needs.
TikTok analysis has historically been stuck tracking engagement to measure the impact of videos. While this approach has its merits, it falls short in providing meaningful insights into the actual discussions taking place. We have developed an industry-first social listening tool for TikTok, powered by AI-based transcription, that facilitates content-aware analyses.
Our innovative approach gives Penta clients real-time understanding of video content, uncovering valuable insights regarding the prevailing topics of discussion. After targeting relevant posts, we use a custom tool to download the videos. These videos are loaded into our AI-based transcription software which generates transcripts that are then used for topic modeling, allowing us to understand and visualize the conversation.
Recently, we used this process to visualize how TikTokers were discussing affirmative action following the Supreme Court decision, measuring the emerging trends in the conversation to inform messaging to stakeholders.
When Meta launched Threads just weeks ago, many communicators were left wondering if they should invest in Threads as another social media platform to monitor and engage. Penta’s emphasis on impactful innovation and industry expertise in analyzing social conversation uniquely positioned us to be among the first to quantify Meta Threads adoption.
We developed software specifically to extract and analyze data from the platform days after launch, focusing analysis on a key audience to measure the usage of agenda-setters to best help our clients understand if they should invest in engaging on Threads.
By comparing the frequency and content of posts from political reporters we deduced Twitter usage was 5 times higher than Threads usage, showing that despite the press, Threads was struggling to gain traction, a trend that has been continuing since.
Brands are aware of the impact an external partnership’s social media footprint can have on their reputation, but vetting entities is a resource-intensive task. Penta’s industry-leading media solutions use new AI tools to aggregate YouTube videos and analyze them for controversial and offensive topics, allowing brands to be confident when making partnership decisions.
We know the best possible system is one that combines human expertise and flexibility with the speed and scale of AI. We use our AI toolkit to identify, download, and transcribe relevant videos, and then run them through an AI prompt to answer questions about each piece. This gives our analysts immediate insights they can inspect and validate quickly– turning a multi-day effort into a 20 minute exercise.
Politicians use social media platforms to connect with their base on a personal level, choosing the networks that best suit their audience and where they can reach them. Twitter ranks among the top sites for political discourse. Twitter’s decision to ban President Donald Trump on January 8, 2021 led to the creation of Truth Social, a Trump Media & Technology Group Twitter alternative.
Penta has developed the capabilities to search and capture posts from Truth Social based on username or hashtag in an effort to monitor conversation on both sides of the aisle. These tools allow us to understand topics surfacing on the fringes before they hit the mainstream media, enabling our clients to know and act faster.
Every company needs to understand what their employees, and potential employees, care about and think of business decisions. Glassdoor and LinkedIn may seem like the most popular sites for professionals, but they lack the authentic engagement that Fishbowl offers with anonymous conversations on sensitive topics such as company policies, leadership decisions, organizational gossip, or layoffs.
As a stakeholder solutions firm, Penta understands all corners of stakeholder strategy, including employees. Our ability to capture Fishbowl posts coupled with industry-leading sentiment tracking allows us to monitor the perception of organizations in the eyes of employees.
Penta works directly with our clients to understand the agenda-setters and conversations influencing stakeholders where those conversations happen. Whether on established platforms like TikTok or YouTube, or brand new platforms like Threads, we are constantly building new tools that combine technical skills, emerging artificial intelligence, and our expertise to identify, analyze, and monitor these conversations to help clients make faster, more informed decisions.