4 Acquisition International - Issue 11 2022 News: from around the world New Tyto Relevance Index reveals how geopolitical conflict and artificial intelligence dominate European tech community social media debate • New service generates near real-time data on the key overarching themes that matter most to the European technology community on social media platforms • Monthly Index provides cutting edge thematic-level data to inform communication strategies Pan-European technology PR agency Tyto has today launched the Tyto Relevance Index, a data-powered insights service which uses social media data to reveal the technology and socioeconomic topics that dominate the public discourse of Europe’s technology community. Based on the public social media posts from almost two thousand UK, France and Germany influencers in the Tyto Tech 500 Power List community, the Tyto Relevance Index provides a monthly view of the most hotly debated global themes and trends at both a panEuropean and country level. These insights will enable marketing and communications leaders to develop sharper, more creative PR and marketing campaigns that are more relevant to the interests of a local tech audience. Through analysing both social-economic topics and technology topics in parallel, the Tyto Relevance Index provides a multidimensional view of how the European technology community is engaging with and responding to the greatest challenges facing the world. Tyto clients will receive near real-time thematic-level insights data at the start of each month and the data will also be published on Tyto’s website. The first edition of the Tyto Relevance Index is available here with insight into the key themes during August and September 2022. Topics such as AI and data economy lead the technology topic rankings, whilst geopolitical conflict and climate change together make up a significant proportion of the technology community’s socio-economic posts during September. The Index paints a picture of a European technology community that is significantly concerned with global instability, albeit with some subtle differences in focus at the country level. Key findings in the pan-European region include: • Artificial intelligence (AI) and machine learning (ML) was the leading technology topic in this region, referenced in nearly 1 in 4 (25%) social media posts. The influencers debated a wide variety of AI developments, from ethics to new breakthroughs. • Data economy was the second most popular topic and made up nearly 1 in 6 (16%) social media posts, followed by cybersecurity at 1 in 10 (11%), spurred by a number of high-profile cybersecurity incidents, including the well-publicised Uber breach. • Geopolitical conflict and instability was the most prominent socio-economic topic, making up nearly 1 in 5 (19%) social media posts with a focus on the war in Ukraine. • Climate change was the second most prominent topic of a socioeconomic nature, making up 1 in 6 (16%) social media posts as various reports and new data around the impact of climate change were released throughout the month. • Crypto was the third most prominent socio-economic topic and the focus of 1 in 10 (10%) social media posts. Across the UK, the key themes from UK-based influencers include: • Cybersecurity was the leading technology topic, making up more than 1 in 5 (23%) social media posts. • Data economy was the focus of nearly 1 in 6 (16%) social media posts related to technology. • Climate change was the dominating socio-economic topic in the UK, comprising 1 in 6 (17%) social media posts. • Geopolitical conflict and instability was the second most prominent topic of a socio-economic nature, making up over 1 in 10 (14%) social media posts. “The world’s most successful companies use data to inform key business decisions and communications should be no different,” said Nick Taylor, Senior Partner and Head of Corporate at Tyto. “After six years of identifying the most influential people in Europe for the Tyto Tech 500 Power List, we have expanded our offering to clients to provide insight into the key macro and micro themes that dominate public social media for the European technology community. By publishing the results monthly, businesses are better equipped to create smart PR and marketing campaigns which are grounded in local market insight. Taylor continued: “The data is fascinating, with concerns about global instability and uncertainty making up a significant percentage of the social posts that we analysed. The companies and individuals that will stay relevant against this backdrop will be those that can add meaningful value to the debate, through data or expertise, or demonstrate that their product or offering provides real solutions to these major global issues.” The new service forms part of Tyto’s strategy to leverage innovative data analysis to help its clients make more informed decisions about their communications strategies. It has been developed by Tyto Labs, which is focused on exploring new technologies, channels, services and methodologies to enhance the way Tyto operates and the services it offers. “The Tyto Relevance Index is an easily accessible format for businesses to get to grips with the diverse set of themes which are impacting the pan-European region,” said Liz Mead, Director at Tyto.
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