Organic Food in Social Media

What is the talk in social media when it comes to “organic food”?

Table 1 shows how often a set of words typically used in connection with Organic food were used. (All data relate to 90 days prior to March 18th 2007).

According to Table 1 the word “healthy” had a share-of-voice of 25% compared with the other 4 words analysed.

Table 2 shows the Share-of-Impact for the same words.

Notice how the share of “healthy”, “sustainable” and “nutritious” drops while “environment” grows.

The difference between Share-of-Voice and Share-of-Impact is that the latter factors in the topical influence of each voice. This provides a better model of the effects of the conversation.

One conclusion that can be drawn from comparing tables 1 and 2 is that the online media that uses words such as “healthy”, “sustainable” and “nutritious” in the context of Organic food tend to be those with less influence on the topic.

Perhaps this is because there is little actual evidence to suggest that Organic food is healthier, more nutritious and more sustainable than non-organic food.

Table 3 and 4 slices the data from Table 1 and to into months. Table 3 shows the raw voices whereas Table 4 shows the impact.

From looking at the raw buzz (Table 3) we could easily come to the conclusion that “environment” is on the decline and “nutritious” is on the rise.

However, when looking at Table 4 we can see that “environment” is pretty stable and the growth of “nutritious” is nowhere near what Table 3 suggests.

All pictures are from the Onalytica InfluenceMonitor and © Onalytica