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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

From the rise of “AI slop” to the plague of the “6 7” meme, 2025 was full of digital communication evolutions worth watching. Arguably, though, no other cultural signifier demonstrates how digital language is changing quite like our beloved emojis. As 2025 comes to a close (🎉), let’s take a look at which of these expressive icons got the digital world typing, clicking, and sharing most. 

Our Explore+ analysis of the world’s 10 leading emojis, as represented by Emojitracker at the time of writing, looked at their usage across more than a dozen platforms, including X, Reddit, Instagram, Facebook, and Pinterest. 

• ❤️ Red Heart
• ✅ Check Mark Button
• ✨ Sparkles
• 🔥 Fire
• 😭 Loudly Crying Face
• 😂 Face with Tears of Joy
• 😊 Smiling Face with Smiling Eyes
• 💀 Skull
• ⭐ Star
• 🫶 Heart Hands

What we found underscores that marketers can’t take emoji meanings and usage for granted in their messaging and communications. Deeper, audience-focused analyses are key to understanding how to truly connect with target audiences, no matter who they are or where they live online and off. 

Our Explore+ analysis revealed that 😭 (Loudly Crying Face) was the most used emoji of 2025 by far, racking up about 814 million social media mentions from January 1 to December 15, 2025.

As emoji fanatics will remember, 😭 originally overtook 😂 (Face with Tears of Joy) for the top emoji spot in 2024 after ranking second in 2023. Now, 😭’s continued reign highlights its emerging replacement of 😂 in expressions of laughter or amusement, as well as its versatility in representing any reactions of emotional overwhelm.

Top keywords reinforce this interpretation:

For example, the above post used 😭 to signal the overwhelming cuteness of the cuddly cat and situation pictured. It was the most engaging X post mentioning 😭 of 2025, reflecting that emoji framing’s resonance with netizens across the platform. 

Breaking down mentions over time reveals some interesting trends. First, usage of 😂, 🔥, ❤️,  ✨, and ✅ all trended up in 2025, suggesting not only increased popularity but also potentially increased overall emoji usage across social media. 

And while 😭 reigned nearly all of the year, 🔥made significant gains in the second half of 2025, surging in popularity beginning in August. The flame symbol even briefly took the top spot in September and at the beginning of December, thanks in part to some high-profile mentions.

Meghan, Duchess of Sussex, used the emoji in a September 15 Instagram post celebrating her husband’s birthday. Plus, Cristiano Ronaldo used the emoji in two highly engaged X posts celebrating key wins in the 2026 World Cup qualifier games.

Overall, the dominance of multi-functional symbols like 😭and 🔥reveals just how fluid emoji usage has become across contexts and over time. For marketers and brands, monitoring when emojis become popular and how they are used can offer insight into how different online groups develop and communicate meaning.

What was the top emoji on each social platform in 2025?

Our analysis found that 😭 is the top emoji on X with 25.4% SOV, only slightly beating 🔥 at 22%. On Reddit, however, 😭 is neck and neck with 😂 — both have about 30% SOV each.

YouTube loves the ❤️. With about 34% SOV, its usage was more than double that of the next most popular emojis on the platform, 😂 and 🔥.

Most interesting to see, though, is which platforms favor emojis beyond the overall top four. Sina Weibo stands out for being the undisputed home of ⭐. Meanwhile, Pinterest favors the sparkle, which, as we noted last year, is the platform’s go-to decoration, signifying aspirational appeal and charm.

Also notable are the generational nuances that emerge from this platform breakdown. Comparing Twitch to Facebook gives us an estimation of how different age groups’ communication styles may diverge. 

For example, on Twitch, where over 40% of users are between the ages of 16 and 24, 🔥has a higher SOV (32.2%) than on any of the other platforms. This likely mirrors younger generations’ use of terms like “That’s fire” to express approval or admiration. 

💀 also has the highest SOV (6.9%) on the gaming streaming platform compared to the others, reflecting a parallel dynamic. Younger netizens use 💀similarly to 😭in reaction to something they find extremely funny, shocking, off-putting, and more. However, that expression can be lost on older generations, who may see the skull as signifying death or spookiness.

Facebook, on the other hand, has a much broader user base and some of the highest usage rates in the 65+ age group, according to our Digital 2026 report. The “legacy” social platform has the highest SOV of 😂(47.1%) and  ❤️(23.1%), two more “traditional” emojis with relatively historically constant, non-context-dependent meanings. 

For marketers, the takeaway here is that emojis can be both platform- and generation-specific. Tailoring content for audiences by social channels must also include a closer look at the role emojis play in signaling tone, sentiment, and belonging.

Make sure your strategies and analyses are informed by reliable data! Download the Digital 2026 report for definitive stats on how the world searches, chats, and shops online.

What are the top emojis in different countries?

According to our Explore+ analysis of geolocated posts:

😂was the most mentioned emoji in the US, Nigeria, the UK, Canada, and Ghana 

😭 was the leading emoji in South Africa, Indonesia, and the Philippines 

Our breakdown also revealed some of the regional differences and similarities of emoji usage around the world. For example, the neighboring countries of the US and Canada have similar emoji SOVs, with 😭, 🔥, 😂, and ❤️leading usage in comparable proportions. Similarly, the nearby nations of Nigeria and Ghana have distinctly high usage of 😂, while Indonesia and the Philippines both have markedly higher usage of ✨. 

These trends highlight how, although social media enables cross-cultural exchange like never before in human history, geographic specificity cannot be overlooked.

According to our Explore+ analysis, yes. The majority of mentions of 😭came from female users, while the majority of mentions of 😂and 🔥came from male users. 

The 😭 emoji was used 452 million times by female-identified users, based on self-reported or inferred gender information, with 74% of usage coming from the 18–24 age group.

By contrast, mentions of 🔥 and 😂 skew predominantly male. About 64% of 🔥 mentions and 62% of 😂 mentions came from male users. Both were heavily driven by 18–24-year-olds, with a notably smaller—but still meaningful—share among users aged 25–34. These patterns suggest that emotionally expressive emojis resonate more strongly with younger female audiences, while action- and humor-driven emojis are more closely associated with younger male ones.

For marketers, deeper analysis of emoji usage across not only demographics but also locations and online communities can reveal opportunities for personalized and targeted messaging. 

What marketers can learn from emoji usage trends

😭 was the most used emoji of 2025, as it has become increasingly popular for expressing highly emotional reactions 

🔥is also a highly popular meme that is steadily gaining in usage

Emoji usage varies widely across demographics, locations, and even social platforms

Overall, marketers can’t afford to make assumptions in any form of digital communication, emojis included. Lack of audience understanding can result in content that misses the mark, but data-driven consumer intelligence can help brands stay ahead of the constant evolutions in emoji usage and meaning. 

Explore+ allows organizations to not only extract key insights like these at scale, but also tailor them across audience segments. Ready to see how your audience digitally communicates and emotes in real time? Fill out the form below for a free demo showing you firsthand how to turn consumer signals into insights you can 🏃with.

Meltwater’s Explore+ analysis determined 😭(Loudly Crying Face) was the most used emoji of 2025, with roughly 814 million social media mentions. In recent years, it has overtaken 😂(Face with Tears of Joy) as the dominant expression of humor and emotional intensity.

Does emoji usage vary by social platform?

Yes. Meltwater’s Explore+ analysis determined emoji usage differs significantly by platform. For example, in 2025, 😭(Loudly Crying Face) and 🔥(Fire) led on X, ❤️(Red Heart) dominated YouTube, ⭐(Star) was most popular on Sina Weibo, and ✨(Sparkle) was especially common on Pinterest.

Yes. Meltwater’s Explore+ analysis of geolocated social media posts in 2025 found:

😂(Face with Tears of Joy) was the most mentioned emoji in the US, Nigeria, the UK, Canada, and Ghana 

😭(Loudly Crying Face) was the leading emoji in South Africa, Indonesia, and the Philippines 

Why do emoji usage trends matter for marketers?

Emoji usage and meaning varies across audiences. Misusing them can cause messages to miss the mark, while data-driven insights like those from Meltwater help brands communicate more effectively with target audiences.

How can brands and marketers track emoji trends in real time?

Tools like Meltwater’s Explore+ allow brands to monitor emoji usage, sentiment shifts, and emerging cultural signals at scale, enabling more relevant and audience-aware messaging.

Top Emojis of 2025: Platform, Country, and Generation Trends

Running a successful social media campaign begins with measuring your success through social media analytics.

It sounds a bit contradictory since measuring typically happens last in a campaign, after you've collected and distilled all the campaign data. But before you approach any social media campaign, you first need to understand what exactly you want to accomplish and how success will be measured.

From Snapchat to TikTok, Facebook to Pinterest, and even in LLMs, every platform has a different audience. There's no one-size-fits-all when it comes to social media marketing, which is why it's important to use benchmarks and analyze your performance across every platform.

This is the only way you can accurately and confidently measure your performance. When you begin with the end in mind, you can work backward to get the results you want.

To do this, marketers rely on social media analytics. These are the marketing metrics that are often the difference between a successful campaign and wasting your money and time on ineffective marketing. 

Here’s a closer look at social media analytics in more detail and how you can put it to work for better marketing campaigns.

How Social Analytics Helps You Understand Your Customers

How to Use Social Analytics to Improve Your Campaigns

Exactly what is social analytics? Let’s start with a social media analytics definition: 

Social analytics, also known as social media insights, is the set of metrics you use to gauge the performance of your posts and social media campaigns.

Social media analytics can be measured in different ways such as likes, shares, clicks, conversions, and audience reach. There are also deeper-level metrics that require special social analytics tools (like the Meltwater Social Media Analytics Tool), such as ongoing engagement or the likelihood of being a return customer.

Review the best social media analytics tools & software

In many cases, brands use dedicated social media analytics software to track metrics automatically. These tools are AI-powered and deliver deeper insights than what you could likely glean yourself.

Analytics can be very telling about your customers’ behaviors, preferences, and potential to purchase or return. When you gain deeper consumer insights about your audience, you can use that information to tweak and refine your offerings to win more of their business.

With the right approach to social media analytics, you can understand more about your customers, including:

Audience size refers to the number of followers you have. The larger the audience, the more people you have viewing your posts.

However, size is just one part of the overall social puzzle. Engagement doesn’t always correlate with size, and it’s better to have a targeted following that's engaged than one that just isn’t interested in what you offer.

Following you on social is the first step. Next, you want your followers to engage when you post actionable content.

This includes commenting on and sharing your posts, and even clicking through to your website. The more they engage, the more people who potentially see your content.

Knowing the type of customer who buys from you can help you target more of that type of customer. For example, do your customers share characteristics like age range, income level, geographic area, or job title? If so, you might double down on ways to appeal to other customers in those demographics.

This is a great way to focus your marketing on nurturing people who are most likely to make a purchase in the future. The right business intelligence tools can automate these consumer insights for you. 

Aside from learning more about your own customers, social media analytics can provide a link between you and industry influencers. These are the people who are in the best position to spread the word about your products.

In some cases, you might attract influencers naturally. But in other cases, you may have to reach out to them and build a relationship.

Either way, social media analytics helps this process by identifying the presence and habits of highly engaged, highly effective influencers. Find the best matches for your brand's social influencer marketing without the guesswork by using analytics data from a social influencer platform like Meltwater.

Tip: These are the best social influencer management platforms and social influencer marketing tools.

You can simplify the process of monitoring your social media activity and compiling reporting on these insights by hiring a social analytics expert or using a social listening platform like Meltwater's. Either should be able to present analytics findings in a clean, objective manner so you don’t have to spend hours or days sifting through unimportant filler information, and you can quickly get to the best nuggets.

In addition to tracking brand conversations, you can also benefit from knowing what’s being said about and by your competitors. Tracking positive and negative conversations on social media can help you improve your own offering. You can avoid making the same mistakes as your competitors and potentially win customers over who are not brand loyalists just yet.

Tip: Get the Social Listening for Benchmarking Guide for a more in-depth look at using social listening analytics tracking competitors and other important brand metrics.

For example, if you see people complaining about a certain feature or decision from Company X, you’ll know not to make a similar decision in your own company. Setting up social listening or media monitoring searches around your competitors is a critical step in building a competitive intelligence strategy. 

In our ultimate Social Media Listening guide, you learn more about how to use social media monitoring for your marketing strategy.

There are lots of things you can measure. But measuring everything isn’t just unrealistic, it’s also not impactful. Brands should focus only on the social media metrics that will make the biggest difference in their social media campaign outcomes.

For example, you could get 1,000 likes on your product launch, but likes don’t equate to conversions. If a consumer doesn't buy the product, then your campaign can’t be considered successful, right?

That’s why it’s important to look beyond basic vanity social media KPIs and focus on context.

Think about your business goals that indicate real success. Analytics tools can do this on your behalf and compile insight in an easy-to-understand format.

Social media analytics tools like Meltwater's can analyze your audience on each social platform and pick out your most engaged users. Know what your audience responds to so you can really hone your messaging.

Tools can also identify important voices, such as influencers that could become ambassadors for your brand. The more you understand about your followers, the more you can cater to their needs and find opportunities to generate UGC and word-of-mouth marketing.

It’s important to recognize the impact your posts and campaigns have on your audience. Are people engaging with your posts but not converting? Do you have low engagement but a high conversion from those who do engage? What’s your average click-through rate and how many of those people convert?

You should also look at which posts and types of content get the most engagement and conversions. Finding common denominators between your best-performing content can drive your content creation strategy moving forward.

Curious what the difference is between post reach and post impressions on Instagram? Our blog post reveals the answer!

Analytics gives you in-depth insight into the platforms that give you the best results. This isn’t always easy to see on the surface, which is why data-driven insights are so important.

For example, you might get 200 Likes on a Facebook page post and just 50 on an Instagram post, but your Instagram audience is spending more.

Learn more about important Instagram analytics.

Knowing the best social network for engagement can help you decide where to allocate your budget and spend more of your time on strategy. It also helps you deliver a better customer experience to a captive, engaged audience.

The time of day that you post can definitely have something to do with your social media marketing success. Social analytics will help you pay attention to the best times to post on each social channel based on when your fans are online, and when they are the most active and engaged. A small tweak in when you post is a great way to quickly increase engagement and conversions.

Once you find your sweet spot, you can use automation to post on your behalf and never miss an opportunity to connect.

When people are talking about your brand, good or bad, you deserve to know about it. A social listening tool like Meltwater's can help you track every time someone mentions your brand or company, either directly or by nickname (Coca-Cola vs. Coke, for example). These platforms can show you who’s talking, what they’re saying, and even help you join the conversation. 

Online discussions have now expanded off of social media and into LLMs. If you're not incorporating LLM tracking into your social analytics, you're missing out on a huge part of the story. With Meltwater's GenAI Lens, you can track how often, and it what capacity, you and your competitors are mentioned in LLM models. 

GenAI Lens - Your brand, shown through the lens of AI

In turn, social listening gives you a firmer grip on your brand’s reputation and image.

If you want to stay on top of the mentions around your brand or competitors, here are the top social media monitoring platforms.

How to Use Social Media Analytics to Improve Your Campaigns

With a grasp on social media metrics, you can start collecting real-time insights and using them to improve your campaigns. Here are some areas you can focus on first:

Goals for social media campaigns can take many forms: brand awareness, audience growth, and direct sales, just to name a few. The metrics you focus on will vary based on your campaign’s objectives. For example, if you’re running a brand awareness campaign, it makes sense to dwell on likes, shares, and follows. If you’re trying to drive website traffic, these same metrics might not matter as much as click-throughs. (Learn more about measuring brand awareness).

Every campaign should have an objective. You can better measure its success when you know what you wanted from it in the first place.

You don’t need a presence on every social media channel to make social work for you. As you use social media analytics over time, you’ll start to see which platforms will give you the best ROI for your time and money based on your objective.

It’s just as important to track your results with social media as it is your paid ads and website content. Use social analytics to monitor engagement, both in the short term and over time. Benchmarking your data against yourself and others in your industry can help you gauge your success.

Also, A/B test your content to make sure you’re getting the best possible results. You can A/B test different offers or even different social media platforms. If Facebook gives you better results than Instagram, you’ll know to dedicate more resources to Facebook. Other items to A/B test include images, text, calls to action, and different content formats.

As you start gaining insight into your campaigns, use that information to make impactful changes to your approach. Tweaking and refining on an ongoing basis can improve your results based on data, not hunches.

Frequently asked questions about social media analytics.

Engagement on social media is measured by evaluating how and at what rate users interact with your content — typically through likes, comments, shares, saves, clicks, and reactions.

To calculate engagement rate, divide total engagements by your follower count or reach, then multiply by 100. Many social analytics tools break engagement down by post type so you can see what resonates most with your audience.

How can I identify competitor strategies through analytics?

To identify competitor strategies through analytics, watch for patterns in their top-performing posts, determine how often they post to each channel, and track which hashtags they use on their most popular post. You can also use social monitoring to analyze audience sentiment around their content and follow conversations about their brand or products.

Which types of content (video, carousel, short-form) perform best?

You should always tailor the kind of content to the platform. In general though, short-form video and carousels remain very popular and engaging content types. In fact carousels saw a 24% increase in popularity as a post type for marketers in the Meltwater 2026 Global State of Social Media Report. Static images are also not dead! They often still perform well, especially as meme posts, or more polished brand posts.

What should I include in a monthly social analytics report?

A strong monthly report should combine data with insights to give stakeholders a clear view of performance, plus any recommendations based on the data. They typically include a performance summary showing reach, impressions, engagement, and follower growth, top-performing content, audience insights, and competitive benchmarks.

Tracking social media data is a key piece of any social media strategy. It could mean the difference between failing to connect with your audience or hitting your campaigns out of the park every time.

Whichever social media analytics solution you choose, it should provide you with comprehensive insights that you can use to develop and strengthen your social media strategy.

For help implementing Meltwater social analytics into your strategy, reach out to our team today by filling out the form below!

Social media analytics provide key insights to help you optimize your social strategy and create the most relevant content for audience engagement and influencing sales. They are made even more powerful when combined with social listening tactics.

The Complete Guide to Social Media Analytics

A buyer, journalist, or analyst types “best platforms for…” into ChatGPT. Within seconds, the model produces a list of vendors, explains what each one does, and frames your entire category, including your brand.

Your messaging passes through a filter you didn’t build. It compresses everything—your positioning, your differentiators, your relevance—into a paragraph written by a system you don’t control. And without the right visibility monitoring workflow, you won’t see this output.

Multiply this scenario by thousands of queries happening every day. Large language models (LLMs) now shape your brand narrative. The only question is whether the narrative they’ve learned is accurate.

This is why tracking LLM visibility matters. These models adjust their answers based on new content, reviews, and competitor signals. Without AI media monitoring, you allow an unpredictable system to shape your positioning for you. 

Learn how to track LLM visibility to ensure the version of your brand people see in AI platforms matches the one you intend.

Why Does LLM Visibility Matter for Brands?

What Should You Look for in an LLM Tracking Solution?

How Meltwater Helps Brands Track LLM Visibility

How to Get Started with LLM Visibility Tracking

Making LLM Visibility a Measurable Brand Signal

Imagine you’re planning a campaign and you want a quick answer to something simple, like: “How do I work with the right influencers?”

The Meltwater Blog

Top Emojis of 2025: Platform, Country, and Generation Trends

The Complete Guide to Social Media Analytics

How to Track LLM Visibility: Metrics, Tools & Benefits

B2B Influencer Marketing: What it is and Why it Works

Global Trade War: How Tariff Discussions Impact Brands and LLM Answers

How to Build an AI Brand Monitoring Strategy

AI Media Monitoring: Definition, Tools & Strategy

AI Visibility: How to Track Your Brand Across Generative AI

The Top 22 Social Media Monitoring Tools 2026

How Does AI in Social Listening and Media Monitoring Work?

AI in Social Media Marketing

From Micro Creators to Mega Stars: The Marketing Value of Stranger Things Influencer Partnerships