As the first step, eClerx Digital identified and validated keywords by scanning existing content, built search queries, created topic profiles, and extracted, verified and cleansed the data. This process was iterated until the proprietary listening tool was optimized and delivering relevant information. Once optimized, the team ran a trend and awareness analysis that looked at volume, volume by social media channel, and engagement per post. To understand total audience sentiment, it analyzed positive, negative and neutral sentiment by product and service. And finally, it performed a thematic analysis to give the client an understanding of most talked about topics. Statistical models were created to identify correlation and recommendations were made in the form of Gap Analysis, Best Practices and Benchmarking.