In an era where digital narratives shape public discourse, understanding how to effectively analyze and utilize social media and digital media data has become crucial for civil society organizations (CSOs). Wanda Sanchez, our Global Digital Research Lead at Comms Hub, talks about how CSOs can leverage digital research tools to advance social justice and strengthen democracy. With extensive experience in digital analysis and a passion for reducing inequalities, Wanda offers valuable insights into the evolving landscape of digital research and data-driven strategic communications.

Understanding Platform Dynamics

How do narratives differ across social media platforms, and what implications does this have for CSOs?

"Each platform has its own unique ecosystem and engagement patterns," Wanda explains.
"Instagram, for instance, has emerged as a more progressive platform, particularly appealing to younger audiences and women content creators. It's very visual in nature, which means CSOs need to invest in compelling visual content to effectively reach their audience. What's particularly interesting about Instagram is how it's become a safe space for sharing personal experiences – we've seen this, especially in our gender-based violence research, where victims feel more comfortable sharing their stories directly rather than through traditional media channels."

She elaborates on the platform's evolution: "Instagram started as a space for influencers and fashion content, but it's grown into something much more significant for social justice movements. Women content creators, in particular, have found their voice here, creating a powerful woman-to-woman dialogue that we don't see as prominently on other platforms."

She notes that platform demographics vary significantly by country, affecting how organizations should approach their communications: "Facebook has a wider reach but generally attracts an older audience in most of the Western countries. Our research shows that while original content on Facebook often skews positive, the reaction patterns can be quite different, especially around key social movements and debates. Platform X [formerly Twitter] has become more challenging for progressive debates, with a majority of content creators being men. The platform's environment often requires more direct, concise messaging due to its historical character limitations, which, despite recent expansions, most users do not fully utilize. This constraint may have contributed to the prevalence of direct and sometimes aggressive/polarizing communication styles.”

"What's crucial for CSOs to understand," she continues, "is that these platform characteristics directly impact how narratives spread and evolve. For example, in our research on gender-based violence narratives, we found that Instagram fostered more supportive and progressive discussions, while Platform X showed a more polarized landscape. This kind of platform-specific understanding is essential for strategic communication planning."

Navigating Data Accessibility

What challenges do CSOs face regarding data accessibility across different platforms?

"We're at a critical juncture in terms of data accessibility," Wanda notes. "With the discontinuation of tools like CrowdTangle and changes to Platform X's API, CSOs need to be creative and strategic in their approach to digital research. The trend toward data monetization has put CSOs, academics, researchers, and journalists in a particularly challenging position, forcing us to rethink our working methods entirely."

She delves into the technical aspects: "These changes have created significant barriers for organizations trying to understand public discourse. For instance, META is increasingly focusing on giving access only to content one creates, making it difficult for researchers to understand broader conversations. This shift has profound implications for how we conduct digital research and monitor social impact."

She recommends focusing on available tools that remain reliable:"YouTube still maintains an open API, though it requires some technical knowledge to navigate. The Digital Methods Initiative at the University of Amsterdam offers excellent tools for YouTube analysis. For organizations working with limited budgets, there are several effective free tools available, but it's crucial to be mindful of GDPR compliance and data protection regulations."

The Role of Free Tools

What free tools can CSOs use effectively for digital research and advocacy?

"The landscape of free tools is actually quite rich when you know where to look ," Wanda shares.

"Google Trends and Answer The Public are invaluable for understanding public interests and search patterns. For example, Google Trends can show you how interest in specific topics varies across regions and languages, offering crucial insights for campaign planning. Answer The Public goes deeper, showing you exactly how people search for your topic through questions, prepositions, and comparisons – it's free for up to three searches per day, which can be quite sufficient for many organizations."

She emphasizes the power of combining tools: "Media Cloud is essential for analyzing editorial media coverage, allowing organizations to track how various topics are covered in digital news. It provides not just content analysis but also helps understand the evolution of narratives over time. You can track things like publication patterns, top sources, and even download URLs for further analysis."

For social media analysis, she recommends a strategic approach: "Organizations can create targeted lists on Platform X to monitor relevant conversations and stakeholders. We recommend creating separate lists for partners, policymakers, and even opposition actors to get a comprehensive view of the conversation landscape. For Facebook, tools like SharedCount can help track engagement metrics, while Exportcomments allows collection of public comments for analysis – though it's limited to 100 comments in the free version, it's still valuable for understanding public sentiment."

Addressing Disinformation

How can digital research help counter disinformation?

"Digital research is crucial for identifying emerging disinformation narratives and understanding their spread patterns," Wanda explains. "It helps organizations assess the real impact of disinformation - not just engagement metrics, but actual reach and influence. Through our research, we've observed how disinformation often serves as a strategic communication tool for authoritarian actors, frequently used as a distraction tactic."

She provides practical examples: "In our recent studies, we've seen how certain narratives about gender-based violence are weaponized to serve political agendas. For instance, some groups attempt to frame GBV as primarily an external threat rather than addressing domestic societal issues. Digital research allows us to track these narrative patterns and develop effective counter-strategies."

She emphasizes the importance of strategic response: "Not every piece of disinformation requires a response. Research helps organizations determine which narratives pose genuine threats to their causes and require counter-messaging. This is particularly important given CSOs' limited resources. We've found that top progressive narratives are often reactive, which isn't always helpful. The key is to be proactive and strategic in choosing which battles to fight."

"One of the most valuable aspects of digital research," she continues, "is its ability to help organizations spot emerging narratives early. By analyzing data points about how narratives are being amplified, organizations can better predict which disinformation campaigns might gain traction and prepare appropriate responses."

Ethical Considerations

What ethical considerations should guide digital research?

"Privacy and data protection must be at the forefront of any digital research initiative," Wanda emphasizes. "At Comms Hub, we've developed strict protocols aligned with GDPR requirements. This includes focusing exclusively on publicly available data and practicing data minimization - collecting only what's necessary for research purposes. It's not just about compliance – it's about building trust with the communities we serve."

She stresses the importance of responsible data handling: "Any personal information captured inadvertently is either anonymized or excluded entirely. We maintain secure data storage practices and limit access to authorized team members only. It's also crucial to consider the geographic implications of data collection – different regions have different privacy requirements, and we need to be mindful of these variations."

"Beyond legal compliance,"she adds, "there's also an ethical responsibility to use this data responsibly. This means being transparent about our methods, being mindful of potential biases in our analysis, and ensuring our research contributes positively to social justice goals rather than potentially causing harm to vulnerable communities."

Looking Forward

Her final advice for CSOs: "Invest time in understanding platform-specific dynamics and choose tools that align with both your organizational capacity and ethical requirements. Digital research, when done right, can significantly enhance the impact of your advocacy efforts. It's also crucial to build networks and share knowledge – the challenges we face in digital research are often common across organizations, and there's great value in collaborative solutions."

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