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I did not win but I learned a lot, especially about GenZ. And even though my query is far from perfect I wanted to show you the thinking behind a project like this, the methodology behind a Boolean search and why it takes so long to get a tool properly set up for a social listening project.<\/p>\n
But first things first. Here is the query I sent in:<\/p>\n
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Pretty? I do not think so, it’s one of the longest and most convoluted queries I wrote. I tried to come up with a way to layer in keywords that could help me zoom in on GenZ talking because I feel like most of the online chatter comes from people talking about them, not from them.<\/strong><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.4.7″ min_height=”120px” custom_padding=”|0px|0px|||”]<\/p>\n The rules of the competition asked us to document our query logic and send it in alongside the query I shared above. Here’s what I sent.<\/p>\n INITIAL KEYWORD RESEARCH<\/strong><\/span> GENZ RESEARCH<\/span> I did try to identify both of these with the help of AI, but it was not 100% helpful so I resorted to the wisdom of the crowds. I asked my followers on LinkedIn (link here) and a Romanian community of marketers (link here) for their support. I Received more than 100 comments on both posts, I got to have a 1-hour long chat ith a GenZ marketer about the slang and what it means. I danced to this millennial rap about Gen-Z ing<\/a>.<\/p>\n<\/blockquote>\n 2) Took all this unstructured data and fed it to ChatGPT, asking it to make bullet lists and boolean queries for GenZ slang terms and influencers.<\/p>\n 3) Also read Kantar articles on GenZ: 4) According to all my research GenZ is most active on social media. Also, in the second version of my query, I concluded that news\/blogs tend to include meta-analysis on GenZ behavor\/attitude towards AI and their career prospects. These are the two reasons why I decided to filter the query to only include social media, forums, and reviews to try to improve relevancy.<\/p>\n WRITING & EDITING THE QUERY<\/strong><\/span><\/p>\n \u00a0This is one way of doing things. I am sure the other contestants found other ways of approaching this challenge, better ones. I’m constantly learning so this one right here helped me go back to the drawing board.\u00a0<\/strong><\/span><\/p>\n This competition was a great way to learn about different methodologies, grow the community of social listening professionals and talk about the work that we do and how we do it. I\u00a0<\/strong><\/span>believe it is an important step towards educating our clients and our peers about the value social listening can bring to our marketing efforts.\u00a0<\/span><\/strong><\/span><\/p>\n <\/strong><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.4.7″]<\/p>\n [\/et_pb_text][et_pb_button button_url=”https:\/\/calendly.com\/oanaandreescu” url_new_window=”on” button_text=”Schedule a call ” button_alignment=”center” _builder_version=”4.4.7″ custom_button=”on” button_text_size=”20px” button_text_color=”#ffffff” button_bg_color=”#e09900″ button_border_width=”2px” button_border_radius=”45px” button_letter_spacing=”0px” button_font=”Montserrat|600||on|||||” button_use_icon=”off” custom_margin=”||10px|||” custom_padding=”0px||0px|||” animation_style=”fade” button_letter_spacing_hover=”2px” button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”on” button_letter_spacing__hover=”2px” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”off” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>","protected":false},"excerpt":{"rendered":" This year I\u2019m testing a few new tools. Most of them are\u00a0social listening tools, including YouScan. I liked what I saw and I teamed up with them \u2013\u00a0 I\u2019m currently testing it to assess its strengths and the opportunities it can bring to digital marketing efforts for my clients and me. In May I also […]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n This year I\u2019m testing a few new tools. Most of them are social listening tools, including YouScan. I liked what I saw and I teamed up with them \u2013 I\u2019m currently testing it to assess its strengths and the opportunities it can bring to digital marketing efforts for my clients and me.<\/p>\n\n\n\n In May I also joined a Social Listening Query writing competition sponsored by them. The challenge was not easy, it read like this<\/p>\n\n\n\n Research question<\/strong>: As they enter the workforce, how do GenZ in the US feel about the impact of AI on their current and future career prospects?<\/p>\n\n\n\n Date range<\/strong>: 1 year<\/p>\n\n\n\n Markets<\/strong>: US<\/p>\n\n\n\n Language<\/strong>: English<\/p>\n\n\n\n Age range<\/strong>: Gen Z (under 27)<\/p>\n\n\n\n Important details<\/strong><\/p>\n\n\n\n Focus<\/strong>: The focus is on GenZ talking (not other people talking about GenZ)<\/p>\n<\/div>\n\n\n\n <\/p>\n\n\n\n I did not win but I learned a lot, especially about GenZ. And even though my query is far from perfect I wanted to show you the thinking behind a project like this, the methodology behind a Boolean search. <\/p>\n\n\n\n But first things first. Here is the query I sent in:<\/p>\n\n\n\n Pretty? I do not think so, it's one of the longest and most convoluted queries I wrote. I tried to come up with a way to layer in keywords that could help me zoom in on GenZ talking because I feel like most of the online chatter comes from people talking about them, not from them. <\/p>\n\n\n\n The rules of the competition asked us to document our query logic and send it in alongside the query I shared above. I am sharing it below and welcome feedback on it. <\/p>\n\n\n\n INITIAL KEYWORD RESEARCH<\/strong> GENZ RESEARCH 2) Took all this unstructured data and fed it to ChatGPT, asking it to make bullet lists and boolean queries for GenZ slang terms and influencers.<\/p>\n\n\n\n 3) Also read Kantar articles on GenZ: 4) According to all my research GenZ is most active on social media. Also, in the second version of my query, I concluded that news\/blogs tend to include meta-analysis on GenZ behavor\/attitude towards AI and their career prospects. These are the two reasons why I decided to filter the query to only include social media, forums, and reviews to try to improve relevancy. WRITING & EDITING THE QUERY<\/strong><\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n","_et_gb_content_width":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-2099","post","type-post","status-publish","format-standard","hentry","category-research"],"yoast_head":"\nMethodology: The Thinking Behind The Query<\/strong><\/h2>\n
1) Asked ChatGPT to come up with a basic query on work\/career-related terms and artificial intelligence-related terms.
2) Expanded on the initial query with relevant branded terms for the top players in AI. I took a look at these initial results to understand if I was headed in the right direction. Identified some keywords that were pulling in spam mentions. Excluded Gemini as it was pulling in a lot of horoscope mentions.<\/p>\n
<\/strong>1) Identified GenZ relevant slang AND top influencers.<\/p>\n\n
a. The ABCs of Gen Z<\/a><\/em>
b. How well do you know Gen Z and Millennials?<\/a><\/em>
c. New ways of working from Gen-Z to Boomers<\/a><\/em><\/p>\n\n
a) First check: analyze the demographic data in YouScan
b) Second check: reviewed sources, Twitter was pulling in most of the mentions. I reviewed hashtags and added irrelevant ones to the exclusion list.
c) Third check: a manual review of the April and May mentions, excluding more keywords that pulled in spam mentions, a lot of them related to the two wars (Russia-Ukraine, Israel-Gaza), as well as some political spam hashtags (#trump2024) or games-related keywords.<\/li>\n<\/ol>\nIf you want to further discuss over coffee or lemonade, drop me an email at hello@oanaandreescu.com<\/a>.<\/a><\/strong><\/h4>\n
![\"\"](\"https:\/\/oanaandreescu.com\/wp-content\/uploads\/2024\/07\/image-1.png\")
<\/figure>\n\n\n\nMethodology: The Thinking Behind The Query<\/h2>\n\n\n\n
1) Asked ChatGPT to come up with a basic query on work\/career-related terms and artificial intelligence-related terms.
2) Expanded on the initial query with relevant branded terms for the top players in AI. I took a look at these initial results to understand if I was headed in the right direction. Identified some keywords that were pulling in spam mentions. Excluded Gemini as it was pulling in a lot of horoscope mentions.
<\/p>\n\n\n\n
<\/strong>1) Identified GenZ relevant slang AND top influencers. I did try to identify both of these with the help of AI, but it was not 100% helpful so I resorted to the wisdom of the crowds. I asked my followers on LinkedIn (link here) and a Romanian community of marketers (link here) for their support. I Received more than 100 comments on both posts, I got to have a 1-hour long chat ith a GenZ marketer about the slang and what it means. I danced to this millennial rap about Gen-Z ing.<\/p>\n\n\n\n
a. The ABCs of Gen Z
b. How well do you know Gen Z and Millennials?
c. New ways of working from Gen-Z to Boomers
<\/p>\n\n\n\n
<\/p>\n\n\n\n
a) First check: analyze the demographic data in YouScan
b) Second check: reviewed sources, Twitter was pulling in most of the mentions. I reviewed hashtags and added irrelevant ones to the exclusion list.
c) Third check: a manual review of the April and May mentions, excluding more keywords that pulled in spam mentions, a lot of them related to the two wars (Russia-Ukraine, Israel-Gaza), as well as some political spam hashtags (#trump2024) or games-related keywords.<\/li><\/ol>\n\n\n\n