Understanding Facebook Audience Behaviour

North Africa

Client Brief

The client wanted to have a better understanding of how people engage on their Facebook pages
The main objective was to understand which topics generate engagement and how users interact with the page and with each other

Solution

Using Natural Language Processing techniques, the posts published by the client's pages were clustered by topics
For each topic, user engagement (likes, reactions, shares, comments) was analysed to identify the successful topics
The textual content (users comments) was also analysed to know more about their feeling about topics (sentiment analysis) and what they discuss (word clouds)
Network analysis was also conducted on users' comments to know who answers to who in the comments

Deliverable

Final presentation containing all the data visualisations (word clouds, sentiment graphs, networks...) and conclusions