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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

With the Liberal Party trumping the Federal Election, Meltwater looked at a fortnight’s worth of social data in the lead-up to the election to reveal what influenced voters’ choices.

Australia headed to the polls on Saturday 18 May 2019 and the nation had been inundated with information from every possible avenue of news dissemination. This deluge of information provided the necessary decision maker on who they voted into the hallowed halls of government in Canberra. And with social media being a primary source of information, topics of interest swirled through the minds of the voters.

With the Cambridge Analytica scandal and ‘fake news’ closely associated with electioneering efforts overseas, the people of Australia made their votes count by combing through the facts of the policies put forward by the politicians. Due diligence in fact-checking has become part and parcel due to the multitude of information and ‘fake news’ available in our mobiles.

So what made Australians tick during this Federal Election? Which politician made you think twice about the direction that Australia will be taking in the next three years? Meltwater jumps into the pool of news data on the upcoming elections and looks to unravel electioneering trends.

The Federal Election is important in the enactment of future policies governing the country and a myriad of issues influence how the people of Australia voted. Using the data in the month of May, the issue of Tax topped the list of issues that worry the people of Australia the most. This is unsurprising as this is where it will hurt the most for everyone – their hip pockets.

There were a total of 68,900 social mentions and a whopping 68% of them were negative in sentiment. This could be due to widespread concern over the Labor Party’s controversial reform policies on ‘franking credits’ and dividend imputation. The Liberals worked hard on this issue and arguably it could be the reason that won them the elections.

The emphasis on taxes was echoed in the news as the topic had 23,600 mentions, the most of all the topics. This high coverage in media outlets might have helped the Liberal cause too.

The global and shared challenge of climate change was next on the agenda for voters. The issue garnered 54,000 social mentions and 21,900 news mentions. The voting public had an eye on the plans the government was implementing to tackle the environmental threat and proposed policies for the mineral export and mining industries.

Another bread and butter issue of education remained a key issue for the people as policies to cut budget spending on schools worried the general population of parents and teachers. The topic had 37,800 social mentions and 23,000 news mentions. Netizens were predominantly negative at 46%  as Australians reflected on the prospects of the education system.

With elections being the definitive tool for the people to hold the political community accountable, it can be said that social media has become the main medium to voice, advocate and share opinions. And with social media being so dynamically engaging between both communities, key leaders ultimately bear the brunt or receive praise for their policies and stances. With almost a million social mentions, a lot has been said about these five protagonists of this election.

Incumbent prime minister and leader Scott Morrison was mentioned 365,000 times and 55% of them had negative undertones. Compared to the other four individuals, it is the highest percentage of negative sentiments directed to an individual. However, Bill Shorten was mentioned 587,000 times. Dubbed as the ‘unlosable’ election for Labor, many have highlighted Shorten’s lack of general popularity with voters as one of the reasons.

Shorten, Richard DiNatale and Clive Palmer posted around 46-48% of its social mentions with negative sentiment but Pauline Hanson, the face of the right-wing One Nation Party, surprisingly garnered a lower-than-expected 30% negative sentiments. She topped it off with 22% of social mentions being positive in sentiment and the election results were better than expected for her party. On the news front, the Liberal and Labor leaders naturally were mentioned the most with each of them getting more than 50,000 mentions.

With opinions and information available from both social media and news outlets, voters were considerably well-informed and certainly making sure they were fully exercising their democratic right. With the new leaders in position, social media insights should be harnessed to relatively give politicians a sense of which topics people are concerned about. And it is now left to them to fulfil the promises they made or face the reaction in three years’ time.

Want to find out how Meltwater can help deliver brand insights and competitive intelligence for your company? Click below!

An Analysis of Australian Federal Election Coverage

Digital takes the cake in the modern marketing world and social media is an important slice. But, they’re not entirely the same thing.

Digital marketing is a cool Generation X who knows the ropes of the internet and how to market your company in classic world wide web fashion. Social media is a more casual millennial, the product of the Gen Xer’s, who bucks against anything traditional and stays connected to the world 24-7.

You need both to spread your message effectively.

Let’s see how understanding the ways the two intersect and stand apart, benefit your business.

Digital marketing is any brand messaging or advertising you do on the internet. It includes creating or managing:

Social media refers to digital places where a small part of digital marketing happens, specific channels designed for social sharing and interaction. Each one has a different purpose, crowd, and rules you have to play by.

These are just a few of the major channels important to businesses and digital marketing:

While social media refers to specific websites, digital marketing on the other hand, can be both our digital marketing materials and the act of marketing ourselves online.

Even without an active, free profile, you can pay to run digital marketing ads on social media channels. No one really does that though, because who doesn’t want the free marketing power of social media?

In modern marketing, not having active social media profiles is sort of a red flag for consumers. It tells them you’re not modernized or accessible, and by not being open to publicly communicate with consumers it might look like you have something to hide.

Consumers want you on social media and not just in the form of ads. They’re trying to have a conversation with your brand, ask questions, review your business and even reach out to your customer service team.

Recently, a local news station near me featured a consumer tips and tricks segment. They advised airline passengers to report issues and problems on the social media pages of whatever airline they were flying, instead of waiting in line at the airline’s customer service desk in the airport.

This strategy is to address problems as they’re unfolding.

Let me say that again: it’s easier and faster to get help from big companies via social media than in person, from people literally being paid to help you.

Mostly, because the whole digital world can see what you say on social media and brands don’t want you sharing your unhappiness with the masses. It’s the equivalent of letting the public listen to every customer service interaction anyone has ever had with your company. It’s invasive.

Even for the world’s biggest brands, social media is a place to relax, have fun and communicate casually.

Consumers LOVE fun interactions with businesses online. And when you think about it, isn’t the point of marketing to make the world take notice of what you’re saying? When you’re interacting with consumers on social media, not just pushing a prewritten marketing message, people take notice.

The novelty of branded social media accounts is interesting. Since brands aren’t actually people, even adults love interacting with them as if they were people. We’ve all formed strong, long-term connections with our favorite brands, even without social media.

So, when we can understand and communicate with those brands on a more personal level, it’s a little bit like a kid meeting their favorite cartoon character. We’re getting to see the personalities of our favorite brands, in an uncandid, uncontrolled environment. It’s fun in a way that marketing usually isn’t.

Just take a look at Wendy’s letting their hair down, the TSA being hilarious on Instagram or even Old Spice being totally absurd on Pinterest.

If your digital marketing is working like it should, you’ll be creating brand evangelists. These ride-or-die consumers LOVE you and they want the world to know. Your branded social media channels give them a place to sing your praises, kind of like church.

Let your biggest fans do your marketing for you, with positive reviews, product videos, testimonials, how-to guides, hacking tutorials and more. All you have to do is provide the place to do it: your branded social media channels.

Social Media (Especially When it isn’t Free) IS Digital Marketing

Everything you do on social media becomes part of your digital marketing, whether you want it to or not. Social media is transparent, so there’s nowhere to hide. All of it falls under the umbrella of your branding and marketing.

In a broad sense, many people think of digital marketing as full digital marketing campaigns, with a budget, goals and strategy. Social media is almost always one of the many mediums and components of that type of campaign.

Supplementing your Social Media with Digital Marketing

You can do a lot more with your social media by adding some digital marketing elements.

Paid advertisements are an option to get your digital marketing message in front of an extremely targeted social media audience. Hypertarget your audience using social media’s wealth of personal information and data.

You can literally buy (a little or a lot) more control over your social media influence and reach. Straight-up digital ads aside, you can also pay to boost your social media and reach more people. Since social media algorithms severely limit the natural reach of most business accounts, we typically recommend paying to boost your efforts.

An extremely common use of social media is to support your digital marketing efforts through free promotion. Screaming your news from the digital mountaintops is as simple as sharing a link to your latest blog post on your Facebook page.

Take advantage of your most relevant social media channels for promoting new website content, blogs, videos, events, promotions, sales, new products and more. Most blog publishing tools, such as HubSpot, include an option to schedule social sharing in advance.

Just remember, when you’re using unpaid social media, talk like a human, not a business. Even loyal fans of your brand will be turned off to hear a formal marketing tone of voice in your social posts.

Basically, while there’s a lot of overlap, you need both digital marketing and social media for the most effective modern marketing. Ignoring any tool at your promotional disposal is a bad idea and both of these are lifelines for the modern marketer. So, understand how they work, how they work together, and how they can work for your business before you dive into either.

This article originally appeared in Impulse Creative. It was written by Danielle Rhodes from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

The Meltwater Blog

An Analysis of Australian Federal Election Coverage

Digital Marketing Versus Social Media: What’s the Difference?