Narrative Intelligence Glossary

Welcome to PeakMetrics' narrative intelligence glossary. Here, you will find definitions for commonly used phrases and features within the PeakMetrics product ecosystem.

What is Narrative Intelligence?

Narrative intelligence is a strategic solution organizations use to detect, decipher, and defend their reputation from online narratives. By analyzing how narratives form and spread across the internet, narrative intelligence empowers brands to gauge threats, shape effective response plans, and make informed decisions swiftly.

Narrative intelligence involves identifying patterns and trends within the digital information flow. Whether leveraging data to gain a holistic understanding of narratives at work for your brand or tracking narratives around your industry, competition, and leaders, organizations can leverage data to get the whole picture. The insights they generate using narrative intelligence help them detect emerging narratives, enrich them with context, and provide a “threat score” to each. Once these threats are prioritized, organizations can take necessary steps to direct the discourse — before narratives cause major reputational damage.

What is a Workspace?

A workspace is a specific area of interest within the online ecosystem that you want to analyze. It includes all the mentions and discussions related to that area.

Common Types of Workspaces:

Company: Focuses on media mentions about a specific company.
Key Executive: Tracks mentions related to a particular executive.
Industry: Covers media content about a specific industry.
Topic: Focuses on a specific subject or theme.
Competitor: Focuses on selected competition within a specific industry

Other Possible Workspaces:

Group of Sources: Media mentions from a selected group of sources.
Geographic Region: Media content from a particular geographic area.

What is a Keyword?

Keywords are specific words or phrases used in a query to help identify and retrieve relevant information from a database, search engine, or other information systems.

Types of Keywords:

Primary Keywords: Main terms that represent the core topic (e.g., Amazon)
Secondary Keywords: Supporting terms that provide additional context (e.g., Prime Day Sale).

Importance:

Search Accuracy: Helps in retrieving the most relevant results.
Content Discovery: Facilitates finding specific information within large datasets.
Efficiency: Saves time by narrowing down search results to the most pertinent data.

What is a Mention?

A mention is a piece of content created by an author, distributed by a publisher, and released on a domain that includes the keywords being tracked in a given workspace.

Examples of Mentions:

Tweet: Inclusion in a post on Twitter.
NYTimes Article: Discussed in a news article published by The New York Times.
YouTube Video: Referenced in a video uploaded to YouTube.

In summary, a mention is any reference in an individual piece of digital content, such as a tweet, article, or video, that is shared and accessible online.

What is a Narrative?

A narrative is a collection of mentions — phrases, sentences, social media comments, or full articles — that emerge over time about a related subject or event. Narratives provide context, meaning, and emotional resonance to information online, thus influencing how individuals interpret and engage with the topic.

What is a Channel?

A channel is a specific medium through which content is released and consumed. It includes platforms where users generate and share content through multiple publishers.

Examples of Channels:

Twitter: A platform for user-generated content and real-time updates.
News: Traditional and digital news outlets that publish articles and reports.

In essence, a channel defines how and where content is distributed and accessed by audiences.

What is a Domain?

A domain is a unique section of the internet defined by its URL address, sharing a common suffix and often controlled by a specific organization or individual. It includes websites, social networks, and messaging platforms. Common sub-domains like www are typically omitted in PeakMetrics domains.

Examples of Domains:

nytimes.com: The New York Times website
twitter.com: Twitter's platform
telegram.org: Telegram's messaging service

In summary, a domain represents a specific part of the internet where content is published and managed. Sometimes also referred to as a source.

What is an Author?

An author is an individual who creates a piece of digital content, identified by the byline or social account linked to the content.

Types of Authors:

Journalist: A professional writer for news outlets.
Twitter Account: A user posting content on Twitter.
Influencer: A person with a significant online following who creates and shares content.

In essence, an author is the person behind any digital content, whether it’s a news article, a tweet, or a social media post.

What are Threat Scores?

A threat score is a metric used to quantify the severity and potential impact of identified mentions and narratives within the online ecosystem. It helps prioritize response efforts by distinguishing between minor issues and serious threats.

Importance:

Prioritization: Helps focus on the most critical issues first.
Actionable Insights: Provides clear guidance on which threats require immediate attention.
Proactive Response: Enables organizations to act swiftly and effectively to mitigate risks.

Examples of Threats:

Negative Media Coverage: Articles or posts that could harm a company's reputation.
Disinformation Campaigns: False narratives intended to deceive or manipulate public opinion.
Social Media Backlash: Rapidly spreading negative reactions on social platforms.

In summary, threat scores provide a structured way to evaluate and respond to various threats, ensuring that organizations can protect their reputation and address potential issues promptly.