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Generative Engine Optimization (GEO) Guide

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?

The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Kim Cattrall takes the lead in a campaign celebrating the intelligence behind confident brand decisions.

Intelligence is always in style: Kim Cattrall stars in Meltwater’s new campaign

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIn to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Following the kudos Wendy’s received by throwing shade on Twitter about McDonald’s current use of frozen beef, will more brands get bolder in calling out their competition?

Received wisdom is that it’s better to let the press and public opinion do the dirty work of negative PR. But, since Wendy’s was punching up in their rap-style Twitter-beef (pun fully intended), they may have been thinking they’ve got more to gain than to lose. Specifically, gains in Twitter cred, visibility, and followers. Given that’s exactly what happened, other brands are surely taking note. Let’s take a closer look at what’s worked.

Though McD’s 2016 revenue was close to 17 times that of Wendy’s and their worldwide locations outpace the redhead 6 to 1, on Twitter at least, the margins are slimmer, with Wendy’s at 1.65 million followers to 3.41 million for the golden arches. It’s important to note that Wendy’s didn’t use subterfuge, insults, or underhanded tactics. Instead, they seized on McDonald’s marketing language promising fresh beef by 2018 and with humor, pointed out the cracks in Mickey D’s business positioning. After all, bragging about the introduction of fresh beef means you haven’t been using it up until now. Wendy’s ran with it.

And with that reply tweet, a strategic trendjack—within three hours of a campaign that took significantly longer to produce — @Wendys sailed into a social media win with over 75k RTs and over 180k hearts. It’s not so surprising that social media is receptive to snarkiness.

Taking Off the (Social Media Gloves) During a Crisis: The Case of United Airlines

It would’ve been hard to miss the two scandals that recently rocked United Airlines, considering the volume of above-the-fold headlines. Both center around United policies that seem to leave the service out of “customer service.” The first might be called “Leggings-gate” concerning enforcement of their dress code. While gender discrimination may have come into play, as dress codes aren’t uniformly enforced, the issue might have blown over (as minor brand crises do), except for the United Express Flight 3411 passenger dragging incident.

Subsequent non-apology, leak of an insensitive internal memo, as well as the launch of a smear campaign around the dragged passenger compounded the crisis surrounding United, with PR pros taking note.

Again, not surprisingly, the funnier the jabs got, the more successful they were. The Southwest Airlines crew included colorful commentary on some flights and were the beneficiary of a spoof ad that has gone viral.

Delta, on the other hand, took the opportunity to highlight brand values; striking a more straightforward note.

United hasn’t come up for air yet as they try to stop the crisis spiraling, while ignoring the pile-on they’re receiving from competitors and consumers on social media.

Right now, while the United scandal is still fresh and public perception continues to tank, we won’t yet see the full benefits for the airlines employing this kicking-them-while-they’re-down tactic. But we do know that, so far this year, using similar practices have netted Twitter wins for both Wendy’s and Lyft.

Since January, Lyft has been subtly boxing Uber. As crisis after crisis befell the leader in hailing apps (including, but not limited to: employee gender discrimination, treatment of drivers, a seat on the advisory board of the current Presidential administration, and breaking a taxi strike in NYC), Lyft put out a statement that reinforced their principles, without ever mentioning their competitor by name.

Logan Green, Lyft’s co-founder and CEO, tweeted late January that, “Trump’s immigration ban is antithetical to both Lyft’s and our nation’s core values.”

To further emphasize differences, Lyft made a public donation of one million to the ACLU, an organization responsible for bringing immigration ban lawsuits against the current administration (an issue that the NYC taxi strike addressed). Though they never mention Uber, Lyft used the increased visibility brought on by these crises to position themselves as their rival’s antithesis. With the positive affirmations from their ACLU donation, Lyft continues on this path, donating 20% of rides to the @LeanInOrg on Equal Pay Day.

Lyft’s agile comms team and leadership have crafted a PR strategy that shows, by example, that they share the #deleteUber crowd’s principles.

While loyal presidential administration consumers attempted a #deleteLyft campaign, it didn’t catch fire like #deleteUber has. Even with a backlash, the media coverage and Twitter praise are likely worth the strategic play of throwing shade on social.

2017 has ushered in a social media strategy that uses a competitor’s crisis or newsjacking to broadcast your brand values and elevate visibility. PR is no longer only about protecting your brand and broadcasting messages; it’s also about going for the jugular in pointing out how much better you are than a competitor. This is especially true if they’re facing scrutiny because of a crisis or a well-financed marketing campaign. Being nimble and doing this well is the key to success. That’s why you’ll need a media intelligence platform that is always listening for industry keywords, so when something happens to a competitor, you can work on the perfect snarky @ reply.

PR & Communications

Throwing Shade on Social: Newsjacking and Negative PR

PR & Communications

Throwing Shade on Social: Newsjacking and Negative PR

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