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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

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

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

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

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
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

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management 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

During a recent #MarketingMinds chat, participants spoke of the differences between engaging on Facebook compared to Twitter. Although touched upon in the chat, we feel this deserves its own dedicated post. After all, if we know how engagement differs between the two most widely used social media platforms, we know how to adapt our social media strategy to accommodate.

Facebook vs. Twitter: Social Media Strategy Differences #1
Storytelling vs. Short bursts of Information

Facebook’s unlimited character updates make it the perfect platform for brand storytelling. Storytelling is important to feed into our social networks and social media strategy as our followers are more likely to buy if we nurture and flirt with them throughout each stage of the purchase funnel. We recently published a post on how flirting is one secret towards a successful social media strategy. When thought of like this, if we storm in and ask if a person would like to go out on a date before engaging they will find us creepy… and nobody likes a creep! The same principles apply to marketing. Facebook is so successful from a sales point of view because it’s the perfect social platform for long conversations.

Twitter on the other hand is for short bursts of information. Sheena Cox, Key Account Manager at Meltwater explains, “Whilst all social media content has to tap into the here and now, Twitter is the Usain Bolt of social media channels. 140 characters is the fastest way to spread the word. Whereas Facebook content tends to keep conversations going for longer.” Due to the 240 character limit on a tweet, we tend to see brands directing followers to other sites rather than focusing communication purely on the platform. Don’t be afraid to share third party content on Twitter. The hashtag feature is often used by the audience as a social discovery mechanism to follow industry news; therefore our audience expects to see third party content to engage with.

Facebook vs. Twitter: Social Media Strategy Differences #2
Evergreen vs. Real-time content

There’s a real weigh-up between real-time content and timeliness between the two social networks and we must consider this in our strategies for social media. Twitter is often thought of as a news outlet due to the real time nature of the platform. We tend to see shorter but more frequent posts on Twitter, with Twitter users and brands often providing a running commentary on situations (take Dunkin Donuts’s #DunkinReplay campaign for example). Consequently, the lifespan of engagement with tweets and content on Twitter is shorter. For those wanting to post evergreen content, consider Facebook as the medium as it is the outlet for on-going conversations, as Sheena Cox mentions.

Facebook vs. Twitter: Social Media Strategy Differences #3
‘Real Life Friends’ vs. Connecting with Strangers

Our Facebooks are typically full of people we’ve met. Whether it’s an old school friend, a family member or somebody we met travelling and made a deal to keep in touch with (we all know how that turns out!). Twitter, however, is less about ‘real life’ friendships. It’s perfectly normal for users to connect with strangers. This makes Twitter a great platform to build influencer relationships. There’s a hefty list of reasons why our social media strategy should aim to connect with industry influencers.

Find out more about how our Meltwater Social Influencer Tool can help you or check out the best influencer management platforms and influencer marketing tools on the market.

Facebook vs. Twitter: Social Media Strategy Differences #4
Knowing the Different Peak Engagement Times

When building a social media strategy, it’s important to consider the best optimal time and day to post. As mentioned in a previous Meltwater blog, engagement for our own target audience occurs at different times. According to Fannit, Twitter engagement goes up by 30% on weekends, with the most optimised times being 1pm-3pm. 

Once we know the best time to post, we can use social media monitoring tools, such as Meltwater’s Media Intelligence platform, to schedule posts to ensure we don’t miss the best time slot for engagement and set up our social media strategy to flourish.