Context
The NGO needed to compare environmental narratives on Facebook and Instagram to guide its communications spending.
Approach
An LLM-based methodology uses ChatGPT and tailored prompts to score tone, topics, and perspectives. The results are correlated with Facebook and Instagram KPIs by audience type (age, country, and interests) and presented in comparative visualizations.
Impact
Budgets were reallocated by country and platform, and the analysis framework was adopted internally.
What we delivered
- Prompts capturing tone, stakeholders, topics, and emotions on Facebook and Instagram.
- Automated pipeline: social media data → LLM → scoring of topics, tones, and perspectives by audience type.
- Correlation with post performance to recommend priority themes.
- Documented methodology replicable by local teams.
- Training sessions to help teams interpret recommendations and adjust budgets.
Critical work deserves more than generic software.
Start with a real use case, the stakeholders involved, and the available data to identify the next useful step.
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