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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

Bluesky dropped its invite-only approach in 2024, paving the way for brands and businesses to add the network to their marketing mix. With more companies experimenting with the Twitter-like competitor, we’re gaining more visibility into what works with Bluesky marketing and why it’s a platform you should use.

What started as a niche community has exploded into a powerful contender for social media marketing. Accounts on Bluesky have skyrocketed to over 33.8 million users, with more than half of its users in the United States. 

Brands can tap into the growing interest in Bluesky and get in front of their target audience in a whole new way. Let’s dive into several effective marketing strategies that will help you grow your presence and build strong connections.

Understanding Bluesky’s Important Features

Leveraging Bluesky’s Features for Marketing

Building Your Bluesky Strategy with Meltwater

Users liken Bluesky to Twitter/X. It thrives on rapid-fire quips and a similar interface. It’s intuitive by design, and since it feels familiar to Twitter users, brands can easily ramp up their posting and start using the platform right away.

But the platform isn’t a carbon copy of the OG microblogging platform. A few key features differentiate it from Twitter/X.

Accounts can include their own labels and content warnings to help users avoid content they don’t want to see. For example, you might label a post with a sports team name or flag it as adult content. It’s a different take on the hashtag and may help you avoid offending users (while retaining them as loyal fans).

Users can choose who can reply to their posts, helping to moderate content and maintain respectful engagement. You can choose to allow everyone, only followers, or no one to comment on posts.

New to Bluesky? You can use a “starter pack” to quickly find lots of users with shared interests. Think of it as a curated collection of users with a common thread, and you can follow them all (or block them) with a single click. For brands, being part of a starter pack can help you quickly gain lots of new followers.

TIP: Whether you're creating content for Bluesky or any other social platform, AI can help with ideation, strategy, and even channel growth! Download our Ultimate Guide to AI for Social Media Management to learn more.

For an extra layer of branding, you can set your website domain as your Bluesky user name. This makes it easier for your audience to find you off the platform.

One of the biggest ways Bluesky is different from Twitter is its decentralized nature. This gives users more control over their experiences, including the types of content they see. 

Users can sort their feeds and threads by most recent or most popular content, join other custom feeds, and hide posts they don’t want to see again. They can also set up notifications, such as alerts when they get new likes, shares, or followers.

Bluesky includes an in-app music and video player. You can import content from Spotify or YouTube to support your Bluesky content and play it directly in the app. 

Users can navigate to the “Likes” tab to see all of the content they’ve liked. This makes it easier to find content they’ve engaged with and go back to it when the mood strikes.

Being a decentralized platform, users gain more control over their experiences on Bluesky. This includes being able to moderate content themselves, such as hiding unwanted content, muting other accounts or content, or flagging content for review.

Starting from scratch on social media feels daunting. You have no audience (yet), which means your posts likely won’t gain much traction in the beginning. 

Your objective is to create and engage a community, not just accumulate followers. Here, users value transparency, connection, and conversation. Algorithms take a backseat to user-driven control. 

These strategies can help you build up a Bluesky presence that will sustain you for the long term.

Leverage hashtags to appear in users’ custom feeds

Hashtags are a common feature on social media channels, including Bluesky. They make content “searchable” so that users interested in a particular theme or topic can easily find more of the same.

Including hashtags in your content will allow your posts to show up in users’ feeds who are interested in those same hashtags. You can charge up your organic growth and have your content seen by relevant users. 

Consistent engagement on Bluesky is essential to building authenticity and maintaining connections. Make it a point to respond to comments and direct messages to show your audience you’re listening and welcome their feedback.

Collaborate with influencers and key opinion leaders

Working with influencers and established Bluesky accounts may help you gain quick visibility and start growing your following. Tools like Meltwater can help you identify and vet Bluesky influencers based on share of voice, content topics and types, and engagement rates.

Did you know the Meltwater Suite now allows you to harness audience insights from Bluesky? Click here and fill out the form below for a demo with one of our specialists!

Content anchors every Bluesky social media strategy. It gives users a direct path to your brand by offering something to discover and engage with. 

Creating effective content for Bluesky can take some fine-tuning. Use these tips to jumpstart your content calendar and find what works for you.

Explore the full range of Bluesky content types

Bluesky’s platform gives you multiple ways to create and share content within the platform:

A new platform means new opportunities to experiment with content and see what your followers want and respond to. Even if you haven’t had much luck with certain formats in the past, Bluesky is wild west territory that’s worth exploring to all corners.

Create content that promotes conversation and engagement

Bluesky isn’t inundated with advertisements, promos, and shameless plugs. That’s a big part of its charm, and it’s something that users value. 

This takes a different turn from traditional social media channels like Facebook, Instagram, and Pinterest, which are heavily driven by ads and product discovery. To win on Bluesky, your content should inspire others. Create discussions, not sales pitches.

Broad targeting is a no-go on Bluesky. Authentic connections are key, which means you need to know who you’re creating content for and ensure it speaks directly to them. 

Add hashtags or tag relevant accounts or influencers to help expand your reach to the right people. Staying in your niche lane will contribute to an authentic image and help you become a go-to for your chosen topics.

Traditional social media management has a pretty straightforward process: Establish a profile, grow your audience, start running paid ads, and post content. 

There’s no clear way to monetize your brand on Bluesky (yet). But the platform’s growing audience and reputation as a place for conversation make it a worthwhile marketing channel.

Here’s how you start marketing your business on Bluesky without ads.

You’ll want to claim your brand’s name as soon as you think you might use Bluesky, even if you’re not ready to go all in. This prevents others from claiming your brand handle before you do.

Choose a name that’s consistent with your brand identity. You can use your website domain name as your Bluesky handle, which helps users find you outside of the Bluesky platform.

Optimize your profile with branding and verification

As with other social media profiles, you want your Bluesky profile to be easily recognizable. 

Once you set up your profile, start optimizing it with your brand’s imagery, colors, taglines, and other content. Add a clear description of your brand and what you do. Include a profile image, such as a branded logo, and your contact information. 

Treat your profile as an extension of your brand so people can associate your content with your company.

Content is at the center of your Bluesky marketing strategy. Your goal shouldn’t be to post content, but rather find out what topics your audience is talking about and how you can add to the conversation. 

Post content that will encourage your audience to interact with you. This can take many forms, including:

Infographics and other helpful information

Engagement is key to winning on Bluesky. The more you can pull your audience in, the more you’ll be seen as a leading voice in your niche.

The Meltwater Suite can help you quickly tap into Bluesky conversations at scale. Click here and fill out the form below for a demo!

The number of followers you gain on Bluesky isn’t the only indicator of success. This platform is still fairly new, and while a new user joins every second, it may take some time before they venture your way.

Instead of focusing only on size, you can measure your success on Bluesky by tracking these metrics:

Bluesky Marketing Guide: Tips for Effective Marketing Strategies

Yes, the social listening category has been around for two decades, and media monitoring even longer. These are mature categories, but they’ve never stopped evolving. 

Today, we’re witnessing a transformation, as social and media intelligence enter a new era–one less defined by data, filters, and dashboards, and more defined by intelligent teammates.

These teammates are powered by agentic AI: systems that can complete complex, multi-stage tasks using relevant tools and make independent decisions along the way.

At Meltwater, we’re focused on shaping this shift in our categories. We’re building agentic AI into every layer of our platform (and outside of our platform) to empower brand builders with the latest signals from social and news media. 

We want to help you think smarter, move faster, and create impact with less effort.

Last week at Meltwater Summit, I shared how we’re making that vision real through the launch of Mira Studio, our AI teammate, and Explore+, our unified social and media intelligence platform built for this new era.

This post dives into the thinking behind what’s shaping our product vision and strategy.

For years, the power of social and media intelligence was reserved for the select few. Those fluent in Boolean logic and trained in data analysis.

That left critical insights out of reach of the everyday marketers, communicators, and strategists driving your brand forward.

Mira Studio is the first agentic AI teammate purpose-built for social and media intelligence for PR, Comms, and Marketing professionals. It’s uniquely trained on the work you do and our leading social + news dataset.

With it, accessing insights is as simple as asking questions. Want a brand health report? Trend analysis? Competitive breakdown? Influencer list. Just ask. No more fussing with dashboards, filters, and searches. No more missed opportunities. 

Mira doesn’t only summarize content. It delivers fully formed outputs and workflows to help elevate your impact.

Critically, Mira isn’t here to do your job. It’s here to help you shine by eliminating repetitive tasks. We want you to focus more on your human strengths of creativity, strategy, and leadership.

Introducing Mira - The Power of Meltwater AI, Unleashed

You can think of Mira Studio as an intelligence enabler. 

Underneath it sits our re-imagined Explore+ platform, fusing the best of listening, monitoring, and analytics in one place.

Explore+ unlocks the full power of agentic AI through its unified dataset, structured analytics, limitless search, and role-based workflows for PR, marketing, and research professionals. It gives you the clearest, most complete picture of your brand and market with the tools to take action fast.

With Explore+, our Product teams recognized that social and news media operate on two tracks. One is fast-moving: cultural spikes, trending narratives, and viral moments. The other is enduring: evergreen themes and market forces shaping your long-term brand story.
Most platforms force you to choose between speed and depth. Explore+ eliminates that trade-off so you can adapt in real-time with unlimited search while planning for what’s next with deep analytics.

That’s the real power of Explore+ and Mira together. One gives you the data and foundation to understand what’s happening, and the other turns that data into intelligence that drives impact–instantly and for everyone on your team.

Meltwater's 2025 Mid-Year Release

Beyond our platform, Meltwater Copilot brings the power of our insights into the collaboration tools your people use every day, like Microsoft Teams.

We first announced early access last year. This year at Summit, we’re proud to share that Meltwater Copilot is now generally available with new supported prompts and use cases that go beyond PR into Marketing and Research and insights.

This means anyone in your organization can access Meltwater’s intelligence using plain English without even signing into the platform. 

It’s a leap forward in democratizing social and media intelligence. Users no longer need to route requests through Marketing or Insights leads. Instead, they can get what they need instantly embedded into their workflow.
This is not a feature. It’s a revolution in how your people get social & media intelligence.

Finally, these innovations aren’t just powerful, they’re built responsibly. We’ve achieved ISO 42001 certification for AI governance and Microsoft 365 certification for enterprise-grade security.

We also work closely with Microsoft’s PR and communications team to continuously evolve Mira and Copilot based on real-world demands.

Last week, I had the privilege of introducing these capabilities on the main stage at Meltwater Summit. What I heard from customers–again and again–is that teams today want to build agile, audience-aligned brands that are fit for this moment.

That’s our mission, too. These tools are how we’re helping you get there. We can’t wait to see what you build with them.

Ushering in the Era of Intelligent Teammates in Social Listening & Media Monitoring

Meltwater Summit Day 2 kept the energy flowing with a stellar lineup of speakers, including the truly inspiring Dr. Jonny Kim who joined us live from the International Space Station! 

Here’s a breakdown of some of the days highlights for you to revisit:

Talking Leadership in Extreme Conditions with NASA

Station, this is Houston. Are you ready for the event?

Meltwater Summit, this is Mission Control Houston.

In a thrilling kickoff to Day 2, we were privileged to speak with astronaut Jonny Kim via a live Downlink with the ISS!

With his impressive background that includes being a Harvard-trained physician and a US Navy Seal, there are few who are more qualified to speak on the topic of leadership under extreme conditions. 

Kim discussed his firm belief that forging and maintaining human connection are cornerstones that should fuel all aspects of leadership and teamwork. He espoused the importance of seeing beyond barriers and differences and grounding leadership style in the understanding and appreciating of the universal human experience.

Human connection was a theme that permeated all through Day 2, with speakers highlighting its necessity in multiple aspects of business — and in particular how much more important it is now that AI is a standard part of our lives.

Kim also shared his passion for the role that vulnerability plays in effective and well-rounded leadership. Stating that while yes, it’s vital that emotion play a role, there are circumstances where compartmentalization is essential. He went on to discuss the nuance here, and that it’s important not to mistake emotional transparency with emotional liability.

Our interview ended with a look to the future. A future we can’t even imagine yet, with technological advances beyond our wildest dreams. Kim acknowledged that that thought can cause some to feel anxious, but he had an optimistic view.

"No one knows what the future will be, but humans will be part of it.“ 

He cautioned that while this is true, the rapid advancement in technology means the human connection will be more important than ever. With automation and AI, the ability to work as a team and to be vulnerable — to act with integrity — are precious skills that we will need to continue to develop. 

Jonny Kim wasn’t the only one delivering impactful takeaways on the second day of Summit. The Main Stage alone featured sessions with expert speakers from Burger King, Equifax, and Microsoft. Download our Summit PR & Comms Playbook and the Marketing Playbook for a full breakdown of those sessions’ insights.

It’s nearly impossible to sum up all of the highlights of the day. You just had to be there — and next year you can be! But here are three themes that emerged throughout the day:

More than one speaker on Day 2 espoused the importance of maintaining human connection in marketing and communications today. Humans crave connection more than ever these days, and brands should lean into that as they think about their campaigns.

Brittany Brown of NASA explained how she looks at human connection when planning campaigns to attract young people to the space program. Working to expand their understanding of all the ways people contribute — and the many diverse skill sets that work together toward a common goal.  

Temeka Easter Rice of Vanguard noted that for executive comms, a personal touch can make all the difference, especially on social media. Not only does it humanize your executive team but integrating personal flair on social serves to drive better results. 

David Oksman, Vice President of Marketing and Direct-to-Consumer at Samsonite, spoke about when Covid hit the brand was faced with a myriad of challenges, but one thing was clear: our need to be together was stronger than ever. 

With the “Travel is a Gift” campaign they made a decision to lean into the emotional. Selling travel wasn’t the goal. Nor was focusing on their product. Instead they wanted to focus on travel’s importance in our lives — as a means to connect with our families, friends, and to create unforgettable experiences.

This celebration of human connection shaped future Samsonite campaigns, and helped them forge an identity for the modern traveler while maintaining the legacy of their 150 year old brand.  

Another common theme we saw was the challenge of marketing across the generational divide, in particular for legacy brands and organizations. 

Another heartstring-tugging campaign from Samsonite sought to bridge the gap between travel styles, after learning from younger generations that they wish they could travel like their parents used to — without being constantly online. 

Our Higher Education panel discussed the challenge of marketing to very different demographics from one source. Alumni and donors are in extremely different phases of life than current or prospective students. And your internal social media teams, PR teams, and faculty span a multitude of generations, so how do you manage your message? 

The panelists agreed that a key step is to hire a diverse age range — it helps to make sure all voices are represented as you craft stories and social media posts. Creating different buckets of content designed to appeal strongly to each group is another helpful tactic, allowing you to speak directly to your intended audience with a point of view.

Vanessa Mbonu, VP of Marketing at the NAACP noted that while the brand held strong cultural significance among older generations, they initially struggled with gaining engagement among younger generations on social media. It wasn’t until the BLM protest that this began to change, and they worked to update their social media strategy for this new younger audience. She noted while their social media is heavily intended for a specific demographic of young African Americans — leaning into memes and references — their email list is and older and wider demographic, so they cater their messaging differently when communicating through that channel. 

Influencers meet consumers where they are

The often bemusing world of influencer marketing was another key theme on Day 2, with speakers and panels attempting to strip away the mystification and make the case for this unique and valuable marketing channel. It’s actually quite apt, as tapping into an influencer network would be a powerful way to achieve success in the other two themes: finding human connection and growing market share across generations.

Influencers have the ability to broaden consumer bases and develop trust in your brand. 

The Content Creators panel, Alex Wong, Wendy Nguyen, and Alyssa McKay, all agreed that users swipe away on ads or obviously sponsored content so trusting influencers to speak to their audience in their own voice is critical to success when working with influencer partners. 

Alyssa noted that she’s seeing brands come around to the nuance of measuring conversions from influencer campaigns, and highlighted that looking beyond audience size and having clear KPIs in mind helps generate positive ROI. Wendy added that brands should think more long-term when hiring influencers. Considering the ripple effect of inspiring more purchases or conversions from organic posts after a sponsored campaign — organic posts almost always perform better, she said, so brands need to consider the evolution of content from the influencer. 

Gareth Crew, Social Media and Digital Communications Lead at Canon discussed how he uses influencers to broaden the reach of Canon products, which appeal to a wide range of skill levels: from amateurs to professionals. In particular for the iPhone user, scrolling through while watching TV. 

Engaging a creator network was a key component of engaging this "second screen" audience, while their brand-owned socials could focus on a more polished look, attractive to hobbyists and professional photographers.

The day rounded out with a high energy and inspiring fireside chat with Melissa Layton, Vice President of Global Communications for Crocs. She highlighted that sometimes accepting your own reputation instead of trying to fabricate a different one is the key to success. Once Crocs leaned into the fact that they were the butt of the joke, everything changed. They turned their faults into assets by simply appreciating and owning their own quirkiness.

Major Moments from Meltwater Summit 2025, Day 2

On Tuesday, May 6, more than 1,400 PR, comms, and marketing professionals from around the world gathered in Manhattan for the highly anticipated, third annual Meltwater Summit. Offering attendees a mix of sessions ranging from the practical to the visionary, the event delivered on its promise of new perspectives from expert speakers and opportunities to connect meaningfully with peers. Here’s a slice of what you missed (or want to revisit) from Day 1 of Summit 2025.

The morning kicked off with the official launch of Meltwater’s newest innovation, Mira, the first comprehensive AI intelligence engine designed to help PR, communications, and marketing teams get from insights to impact even faster. After a rousing welcome by VP of Culture Zubair Timol, keynote speakers Chief Strategy Officer Alexandra Bjertnæs, Chief Executive Officer John Box, Chief Technology Officer Aditya Jami, and Chief Product Officer Chris Hackney each took to the stage to unveil this latest innovation integrated into the Meltwater Suite. 

Now powered by Mira, new enhancements announced include:

Mira Studio: This chat-based interface within our social listening solution does everything from uncovering consumer insights to compiling media lists, all with a quick prompt.

Mira Companion: Integrated throughout the Meltwater Suite, these context-specific, pop-out companions streamline and accelerate existing workflows.

Meltwater Copilot: Available for Microsoft-enabled organizations, this chat-based AI assistant within Teams brings Meltwater insights to broader internal audiences.

The excitement around Mira carried over to the next segment as Meltwater VP of Marketing Jenny Force welcomed Summit’s celebrity keynote speaker Reese Witherspoon. While globally known for her acting career, Witherspoon’s mastery of storytelling extends to her business ventures Hello Sunshine, Draper James, and Reese’s Book Club. In a thoughtful conversation touching on leadership and staying true to your mission, she emphasized the importance of grounding business decisions in core values.

Figure out what your values are and keep it to five things. Get laser-focused on what your mission is, what you want to accomplish, and how you treat people. 

— Reese Witherspoon, Author, Producer, and Founder of Hello Sunshine

Witherspoon’s keynote, with its focus on authenticity and moving with intention, set the tone for the rest of the day’s sessions.

Witherspoon wasn’t the only one delivering impactful takeaways on the first day of Summit. The Main Stage alone featured five sessions with expert speakers from Havas, We.Communications, dig Human, Point 600, Microsoft, Heineken, Crumbl, and Yahoo. Download our Summit PR Playbook and the Summit Marketing Playbook for a full breakdown of those sessions’ insights

From presentations in the breakout rooms to the conversations in the halls, it’s impossible to sum up all of the highlights of the day. You just had to be there — and next year you can be! Instead, here are three themes that emerged throughout the day.

Staying agile in today’s quickly-shifting PR, comms, and marketing landscapes was a recurring theme. In her session ‘Navigating Career Advancement in Communications: Insider Strategies for Securing Your Next Role’, Brooke Kruger, founder of KC Partners, noted that comms hiring is steady but more competitive than ever. With hiring processes growing longer and more rigorous, candidates not only need to be prepared for interviews and references, but also need to stay agile and responsive with example projects and ideas at the ready. 

Lyndsey McFail, Director of Social Media at Broadcast Music Inc., highlighted the importance of preparation to remaining agile in her presentation ‘Harmonizing Social Media: Crafting Compelling Video Content with Limited Resources.’ Along with sharing the methods behind some of her most successful social videos, she illustrated how planning tools like lists, posting schedules, and capture plans (like her signature 5-for-1 Method) help solo and small teams maximize limited resources. 

You don’t need a big team to make a big impact — you need big intention. 

The Meltwater Blog

Bluesky Marketing Guide: Tips for Effective Marketing Strategies

Ushering in the Era of Intelligent Teammates in Social Listening & Media Monitoring

Major Moments from Meltwater Summit 2025, Day 2

Major Moments from Meltwater Summit 2025, Day 1

Social Media’s Favorite Insurance Mascot

Bluesky vs. Threads: What’s the Difference?

How Early You Should Get to the Airport, According to Social Media

How Brands Are Responding to Dating App Fatigue

AI-Generated Content Examples: Unlocking Creative Potential

What Is Snapchat Discover and How Does it Work?

Customer Journey Analytics: Full Guide

How to Do a Social Media Competitor Analysis: Full Guide