Amnesty International

Amnesty International wanted to understand how its share of voice compared across national sections — USA, Australia, UK, Germany, France, Spain and Taiwan — over a single month of activity

Adroit used its social listening tools to analyse mentions of each section over the period, breaking the results down by location, sentiment, source, raw mentions and post impressions. Because organic and paid campaign activity for each section wasn’t known in detail, the study was framed as a capability demonstration — showing the tool’s ability to apply listening consistently across different languages and extract comparable topics and metrics — rather than a verdict on which section performed best.

Share of voice by location

The relative volume of social and editorial content over the period, broken down by the top countries involved in each search.

Share of voice by sentiment

How content was categorised as positive, negative or neutral across each section’s conversation.

Share of voice by source

Which data sources — social platforms, editorial coverage and beyond — were driving the volume of content for each section.

Share of voice by mentions and impressions

The relative volume of mentions, and the trend in potential post impressions over time, for each section being compared.

Top keywords by market

The most frequently used words and terms for each section — USA, UK, Spain, France, Taiwan and Switzerland — surfacing the language and themes distinct to each market

Because the underlying campaign activity for each section wasn’t fully known, no comparative judgement was drawn from the results. The value of the exercise was in proving the approach: the same listening methodology could be applied consistently across seven languages and markets, producing directly comparable metrics that Amnesty could use as the basis for ongoing, better-informed tracking.