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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

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?
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

Measuring your social media campaigns is the final phase before you start the process over. Here’s how to measure social media campaign success.

Creating campaigns is just one of many steps in social media marketing. Once you’ve developed the content, set your ad budget, and shared your ideas with the world, your work still isn’t done. You also need to track your campaign’s performance through campaign measurement to see how your efforts are paying off. Without a way to measure social media campaign success, you’ll be in the dark when it comes to knowing if you’re on the right track.

Social media campaign measurement gives you a clearer idea of what’s working and what’s not. Your content deserves to be recognized, and tracking its success can help you decide how to capture your audience’s attention. 

While analyzing your content might sound as exciting as a root canal, fear not! There are ways to make this process one of the easiest things you’ll do all day. Here’s how to measure social media campaigns like you know what you’re doing.

How To Measure a Successful Social Media Campaign in 5 Steps

How To Measure Social Media Campaign Success With Meltwater

Tip: Learn more about campaign measurement in general, how to measure influencer marketing campaigns, how to measure ad campaign effectiveness, how to measure brand awareness, how to measure customer experience, how to measure digital marketing campaigns, and how to measure email marketing campaigns.

Social media is constantly evolving. To keep up with your competition and make sure your campaigns are on point, you need to measure their success. 

Ongoing measurement ensures your campaigns are effective. The whole point of a campaign is to achieve a certain goal, whether it’s increasing brand awareness or generating leads. By measuring your campaigns, you can see which ones are performing well and which ones need to be improved.

You'll also need to break down your campaign measurements by platform. For example, measuring the success of a Facebook campaign will vary from your Instagram or LinkedIn campaigns. They each cater to different audiences and will therefore require campaign-specific content, a different strategy, and different social media analytics.

Campaign metrics also allow you to track your progress over time. By tracking your social media KPIs, you can see how far you’ve come and what areas still need work. You can adjust your strategies accordingly and keep moving in the right direction.

Digital marketers need to be many things: creative, resourceful, big-picture thinkers, and technologically savvy, for example. They also need to be good with numbers so they can make sense of their social media data and analytics.

With a good process, the numbers are the easy part. Here’s how to measure the effectiveness of a social media campaign in five simple steps:

Setting goals is always the first step in any type of marketing. Without a goal, you can’t decide what success looks like, nor will you be able to measure your success or know if your strategy is on track.

There are a few different ways to approach setting social media goals. One way is to choose objectives that align with your business goals. For example, if you want to increase brand awareness, you might set a goal to get more followers on social media platforms.

Another way to set social media goals is by considering what you want your audience to do as a result of seeing your content. For instance, if you want them to purchase a product, click on a link, or sign up for a newsletter, make sure those desired actions are reflected in your goals.

Have clear ideas about what you want to get out of your campaigns. Put those goals on paper and get consensus among your marketing team. With everyone working toward the same goals, you can create campaigns that will best achieve those outcomes.

Step 2: Choose the Right KPIs To Track and Measure

Social media KPIs give you the hard data you need to see that your campaigns are working. Example social media metrics include, but are not limited to:

Audience/follower count before and after the campaign

Conversion rate (e.g., signups, purchases, etc.)

Applause rate (total positive actions divided by total followers, multiplied by 100 to calculate the percentage)

Amplification rate (how many people in your audience share your content with their audience)

With so many different metrics to choose from, how do you know which ones are the most important? Here are a few factors to consider:

Align your KPIs with your original goals. Whether you want to increase brand awareness or engagement or drive more traffic to your website, choose KPIs that relate to your goal.

Consider your target audience. Different demographics will respond differently to various types of content, so it’s important to know who you’re trying to reach before you select your KPIs.

Differentiate for the platforms you’re using. Different social media platforms track different metrics. For example, learning how to measure Facebook campaign success will be different than measuring success on Twitter. See what’s available in your analytics dashboards.

You might have a mixture of insights and metrics, from engagement to conversions to brand awareness. That’s fine! The goal is to choose KPIs that reflect whether your social media marketing strategy is paying off.

Once you launch your campaign, it’s time to measure and optimize social media marketing campaigns. You don’t have to wait until your campaign is over. Depending on the analytics platform you’re using, you may be able to track movement in real time. 

Speaking of which, you’ll also need to choose the right tools to measure social marketing campaign success. For example, if your goals are to increase brand awareness, a platform like Meltwater can help to track brand mentions across social media and other channels.

Google Analytics is another helpful campaign-focused tool for tracking website traffic and engagement. You can see what content your audience is engaging with, how long they’re staying on a landing page, bounce rate, and other metrics.

If you’re not sure which tools you should be using, go back to step one. Everything you do to measure campaign performance should align with your goals. With those goals in mind, you can choose tools that capture the right data and make it easy to analyze your results.

With real-time platforms like Meltwater, you can monitor performance over time, not just when your campaign starts and ends. You can track your progress over weeks, months, and even years to see how your brand is growing in the market.

With this data, you can see how cost-effective your social media marketing campaigns are. Cost effectiveness can help you justify spending more on future campaigns or allocate more funds to one platform versus another.

At this phase, you can also analyze whether a portion of your results is coming from a specific influencer. If your content resonates with an influential person and they share it with their audience, it might be worthwhile to form a partnership with that influencer to build on your wins. They can promote you in other ways to their followers to help you gain even more traction.

These points illustrate why choosing the right social media measurement tools matters. You can easily create custom reports from your data to provide to leaders and C-suite executives that demonstrate how you’re making a difference. The less time you have to spend on reports, the more time you can dedicate to optimizing your campaigns.

Tip: Learn more about Influencer Marketing Reporting & Analytics

Now that you have a clearer idea of how your social media campaigns are performing, now is the time to go back and make them even better. 

For example, if you’re not getting many clicks or conversions, you could A/B test a different call to action. If you’re getting lots of click-throughs to your website but no sales, then you might need to tweak your landing page. Or it could be that your ad content has failed to engage your audience.

There’s a lot of information to look at during this phase. But when you’ve set goals and selected KPIs that best reflect those goals, your range of focus becomes narrower. You can more easily prioritize the right things when you’re not trying to measure, review, and refine everything.

Measuring the impact of social media marketing campaigns makes all the difference. It’s the only way to know for sure your message is being received by the right people. It also gives you clear ways to improve your content and approach so you can maximize your social media ROI.

Meltwater helps you run better social media campaigns with real-time data across multiple channels. We deliver insights from classic platforms like LinkedIn, Facebook, Twitter, and Instagram as well as up-and-coming Chinese social media platforms, and more.

What’s more, we transform your data into insights using a combination of AI and human analysts. Take your data to the next level by seeing what’s working and what’s not, and what you can do next.

Simply fill out the form below to request a demo of the Meltwater solutions.

How To Measure Social Media Campaign Success - 5 Steps

Most people in the West are unlikely to have heard of the Chinese website, Bilibili, but with around 300 million monthly active users, it’s a serious player in its home market.

While China’s online video market seems to be dominated by Youku (owned by Alibaba), iQiyi (owned by Baidu), and QQ Video (owned by Tencent), Bilibili is now becoming increasingly popular, as short-form video sees rapid growth and is now the most consumed type of video in China recent months.

Source: Statista - Average number of monthly users of Bilibili Inc

Bilibili is a video sharing platform which, as well as the basic functions of viewing and uploading videos, allows users to post different types of live comments over the videos, creating a kind of enriched real-time chat-room layer on top of the viewing experience.

The site hosts video on a wide range of popular entertainment and culture topics, and also provides a platform for streamers to live-stream content to their audiences.

It’s hugely popular with the Gen Z demographic, and as well as the primary Chinese language site it offers an international version available in English, Indonesian, Thai and Vietnamese.

While it’s free to use, Bilibili offers a premium tier which provides additional features such as access to higher resolution videos.

If your business operates in Asian markets, and particularly in China, Bilibili can be a powerful source of insight and intelligence for your marketing campaigns.

Better understand and engage Chinese Gen Z

What differentiates this platform from others is that there are a lot of engaged people, in particular young and dynamic China’s Gen Z.

For brands who want to deep dive Gen Z’s preferences and habits, and engage them, Bilibili is a great place to identify emerging youth culture trends.

Measuring the impact of marketing campaign

Brands can use the platform to upload and promote their video content, once they are certified.

Adding Bilibili to their marketing toolbox, they are able to track the performance of their campaigns using metrics such as the number of comments, engagement action score, impressions, and estimated reach.

As a platform favored by Gen Z in China, Bilibili is a great channel for businesses to identify new brand ambassadors from that cohort, and to start working with new Key Opinion Leaders who could also prove to be powerful influencers for that target audience.

Simply fill out the form below to get a free consultation and demo.

What is Bilibili and Why Should You Care?

For most of us, life revolves around a few major tech companies. It’s nearly impossible to spend a week without Google these days, and many social networks are the same story.

In fact, chances are you found this article through Google, Facebook, or LinkedIn. Unless you’re reading this from South Korea.

Because unlike most countries in the world, where Google, Apple, Facebook and Amazon reign supreme, Koreans have developed their own digital economy giants.

So what are the main social media platforms? And do Koreans really prefer them over their western counterparts? This article explores these questions in details.

But first, let’s learn a little more about South Korea’s technical infrastructure.

Top social media platforms in South Korea

Are local social platforms or western platforms winning in South Korea?

Korean social media: a story of demographics

Korean social media: a battle of East vs. West?

To understand Korean social media usage, let’s begin with the technological landscape. The Internet has reached more than 95% of the country, the highest rate for any Asian country outside the Middle East.

As the home of electronics giants Samsung and LG, it shouldn’t surprise us to learn that the country is number one in the world for smartphone ownership. And as long as smartphone users have a web connection, they’re probably on social media.

Good news on that front, too. South Korea also has one of the highest rates of LTE coverage in the world. 4G networks are available essentially anywhere in the country. Whether you’re on the subway, in the middle of the countryside, or on board a high-speed train, it’s always possible to connect to social media.

Most South Koreans already use 4G, and have done for years. But the country’s top three service providers rolled out 5G access in April 2019, and speeds are up to 100x faster than 4G.

In fact, South Korea regularly ranks first globally in terms of internet connection speed overall (not just 5G): 

Coupled together, these are ideal conditions for social media users.

Tip: You find more interesting digital marketing and social media statistics in our Global Digital Trends Report 2023.

As a country with such good Internet infrastructure, we’d expect to see social media use at incredibly high levels. Which is exactly the case.

As of January 2019, South Korea had the third highest rate of active social media users in the world. (Interestingly, the top six countries are all in Asia).

85% of South Koreans use social media, far ahead of the United States (70%), the United Kingdom and Canada (both 67%).

But as we’re about to examine, the Korean social media landscape is a little more complicated than westerners might expect. All your favorite social networks are present in the country, and many are thriving.

But South Korea has its own set of platforms that have proven equally or more popular over the last two decades.

A crowded field: domestic social networks alongside American giants

As we’ve already teased, South Korea is home to several social networks that many readers won’t recognize.

Some look similar, of course, and many features were developed as a way to stay ahead of interlopers. Here are the big names in Korean social media:

The Daum/KakaoTalk universe, a merger of two major Korean digital service providers, has managed to carve out a sizeable chunk in the market. According to StatCounter, Daum is the 3rd biggest search engine in South Korea with a market share of approximately 6.5% (behind Google and Naver, with market share rates of approximately 66% and 25%, respectively). 

KakaoTalk, on the other hand, is a WhatsApp-style messaging service, which is actively used by 97% of all smartphone users in Korea and serves more than 43 million monthly active users. 

KakaoStory, with its plethora of services, is the equivalent of Facebook. Launched in 2012 by Kakao Corp, it was the most popular network among Koreans. Its popularity is particularly impressive given the prominence of similar tools like WhatsApp and WeChat.

Like the Chinese WeChat, Kakao has since engaged in a diversification strategy, for example offering online banking and taxi services. Kakao users are also able to send each other gifts.

For instance, a Kakao user can easily buy his friend a pizza by sending a bar code to his account, which then can be redeemed online or in store.

KakaoTalk continues to be hugely popular in South Korea, despite the intrusions of other powerful social networks. But as we’ll explore shortly, this may not last.

Naver is basically the Google of South Korea. Of course, South Korea has Google as well, but Naver operates in much the same way. 

The company has a range of different search engines (Blog Search, News Search), Knowledge In (similar to Yahoo Answers), as well as popular products Naver Cafe, LINE, and BAND.

BAND is a communication app for teams and groups. In the US, it’s marketed as more of a business tool - similar to Slack:

But it really became popular in South Korea through the gaming community. When users played online in teams, they needed an easy way to talk to one another. BAND made this easy.

It’s even officially used by the Republic of Korea Army.

It’s to Cyworld that Koreans owe their enthusiasm for social networks. Cyworld created the first major social network back in 1999, well before Facebook or Twitter, and it rapidly became a hit.

One unique feature is that it allows its users to organise, manage and prioritise their relationships according to a hierarchy consisting of three different ‘ranks’, thus matching the structure of Korean society.

For a long time, the company resisted the inexorable rise of Facebook. But eventually Cyworld recently experienced a sharp decline in use:

Number of Cyworld vs Facebook users. Source: The Realtime Report

By 2012, Facebook had overtaken Cyworld for user numbers.

The other networks, however, are still going strong. And as of very recently, they were holding off the outside invaders.

It wasn’t long ago that the Korean social landscape was dominated by domestic companies. But just as it has done in most of the world, Facebook has climbed to the top spot.

Over 60% of South Koreans now use Facebook, 24% use Facebook Messenger, and 39% use Instagram (another Facebook product).

Note: YouTube actually has usage rates even higher than Facebook’s, but this is not what most people think of when they picture a “social network.”

The statistics on social media usage can be confusing

It should be noted that the numbers aren’t exactly clear on all this. Based on one survey, BAND actually has the highest number of active users.

If we choose to follow this survey, Facebook and Instagram are next, with Kakao story coming fourth. And to complicate matters, another study found that Koreans spend more time on Instagram than Facebook, and Facebook may even be losing users.

But really, what’s most interesting is how popular these networks are in the first place. Compared with their American and Chinese counterparts, their overall usage is tiny.

But as a percentage of the South Korean market, each punches well above its weight.

Aside from the fact that Facebook is simply everywhere today, demographics seem to have a large part to play in this pattern. There’s an interesting difference in social media usage depending on age.  

Facebook is enormously popular with Koreans under 24 years old. These young people spend 29-34% of their social media time on the network (depending on their age), far more than any other platform.

The same group of youngsters also uses Instagram heavily - it’s the second-most popular network among them.

Facebook is also the most popular option for users in their late 20s and 30s. But they also spend a relatively even share of time on other networks, including locally-built offerings.  

By contrast, Koreans in their 40s and 50s heavily favor two options: Kakaotalk and BAND. This could be because they were already using them, or perhaps older Koreans prefer Korean-made products.

Overall, these changes could suggest that domestic Korean social networks are in trouble. As more young people get their first smartphone and create new social profiles, they’re likely to join their peers on Instagram and Facebook. 

On the other hand, it might mean that some social networks are simply better suited to certain demographics. BAND, in particular, seems to appeal directly to users who need slightly more professional elements. It includes a shared calendar, lets users create polls, and has an inherent organization that likely fits older users.

Most likely, it shows the slow creep of companies like Facebook (and Instagram) across the entire world. Even in a country that already had a thriving social networking culture, it was only a matter of time.

If you're interested in never missing a mention in Korean social media, fill out the form below to get a free consultation and learn more about social listening.

Explained: The Unique Case of Korean Social Media

Note: This blog is based on the Digital 2023 Global Overview Report – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Changing World of Digital in 2023. Download the Global Digital Report and the Global Digital Report 2023 for free.

Over the past twelve months, the world’s digital behaviors have shown some of the most profound changes we’ve seen in years, even compared with “the pandemic years”. The latest research reveals that these behaviors are evolving in a number of unexpected ways, too.

Fortunately however, our huge new Digital 2023 Global Overview Report – produced in partnership with Simon Kemp and We Are Social – has all the data and insights you need to make sense of the latest trends. In addition, we have now launched a report that focuses exclusively on the Swedish market.

Below we will present some of the digital insights and Swedish social media statistics contained in the report.

Swedish Social Media Statistics: Table of Contents 

Summary: Social Media & Digital Media in Sweden

Predictions for the Swedish Digital Landscape

Tip: Learn more about the Swedish media landscape.

The report reveals that Northern Europe is the region with the highest internet usage as a percentage of the total population globally. In Sweden, 97.2% of the population (10.28 million) were internet users in 2022.

On average, Swedes spent 6 hours on the internet daily in 2022; a decrease of 5 percent compared to the previous year.

Furthermore, Swedish people spend an additional 1 hour and 42 minutes on music and streaming services daily on average, and 55 minutes on podcasts. Does the average reflect you?

Main Reasons for Using the Internet in Sweden

There are many different reasons why people in Sweden use the internet.

The main reason is to find information (76%) followed by staying in touch with friends and family (64.7%) and getting updates on news and events (64.6%).

If you compare what Swedes search for most frequently on Google, it is:

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