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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

Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

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

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

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

Data-driven marketing is the way of the future. When marketing joins with data science to strategically leverage big data, marketers can achieve better campaign results. What does a data-driven marketing strategy entail? How can marketing teams parse through the data they are collecting to inform the effectiveness of their marketing campaigns? Our blog explains...

The Adoption of Data Science Hasn't Been Universal — Here's Why

Developing a Data-driven Campaign Strategy

Examples of Successful Data-driven Campaigns

Data-driven Marketing Campaigns: In Summary

The art of marketing, and related fields like advertising and sales, evolved from the gut-feel used from the 17th, 18th, and 19th centuries to something more structured and fact-based when basic market research emerged in the 1920s.

An infant form of data-driven marketing had arrived (though the data that became available, while useful, wasn’t exactly extensive due to the labor-intensive effort involved). 

Then came more formalized market research and the emergence of George Gallup — of the famous Gallup poll statistical method of measuring public opinion. He and others continues to innovate, developing early iterations of marketing data science.

As the decades wound on, thanks to ongoing advances in market research and analysis, data was getting bigger, better, more accurate. It was being used more frequently by advertising agencies and marketers to make decisions, justify budgets, and provide results insights.

The advent of the Internet in the early nineties, plus rapid advances in computerization and digital technology, changed the game again. The true age of big data and data science had arrived. As of 2024, around 5.3 billion people are active online. And the volume of data available from that activity is expected to continue increasing rapidly.

This means an enormous amount of potential marketing data and consumer insights for marketers to take advantage of, with the help of data science to sort the information and an analytics expert to help determine what’s useful and what's not. 

There’s a difference between big data and useful data, and top-quality data science can make big data very ‘useful’ indeed for marketing purposes. 

💡Tip: Compare top consumer insights tools. 

French Internet industry pioneer, AT Internet, states that a data-driven strategy “enables companies to examine and organize their data with the goal of better serving their customers and consumers. By using data to drive its actions, an organization can contextualize and/or personalize its messaging to its prospects and customers for a more customer-centric approach.” 

The process, AT Internet adds, can also be termed ‘data analytics’ or even ‘data democratization’ in that “the process of democratizing data means making data accessible to as many people as possible within a company”.

DialogTech, a Chicago-based business specializing in analyzing and optimizing phone data for businesses, gives its definition as: “A marketing strategy that uses data — acquired through consumer interactions and third parties — to gain a better view into consumers’ motivations, preferences, and behaviors. Marketers then create personalized messaging and experiences that deliver the highest possible ROI.”

It is the use of data obtained from various sources, which is analyzed and acted upon to give direction to an organization’s marketing efforts. The data informs the plan.

Because it uses the widest possible range of up-to-date information to drive strategy. It doesn’t rely on assumptions, limited knowledge, or out-of-date research.

These are decisions or actions that are guided by the gathering and analysis of data.

Devise a marketing strategy based on data insights

While the theory and principles behind data-focused campaigns are solid, not all businesses use it. But why? 

The most likely possibility is a lack of data scientists. That plus the daunting nature and cost of analyzing and making effective use of massive volumes of marketing data has resulted in a surprising slow adoption rate among businesses. 

One survey on the data scientist shortage found that 73% of UK firms said they lacked the talent to complete artificial intelligence, machine learning and data science initiatives. 

And Quanthub, a data skills platform tracking the data scientist shortage, found that in 2020 there was a shortage of 250,000 data scientists.

According to Forbes, nearly 36% of companies don’t use all the big data they possess and 47% are only planning to implement a data analysis tool in the future. 

The same article quotes the Meaningful Brands 2019 report by Havas Group, which projects that 81% of European brands could go extinct because they don’t create relevant content.

Havas found that only 19% of companies conduct customer behavior analysis, segment their audiences correctly, or personalize their campaign offers. Forbes points out that using data science to produce such insights would enable those organizations to “know what customers want and when they want it” and that the cost of marketing teams ignoring this information might be a “fast exit” from business.

Vlad Flaks, CEO of OWOX BI, an all-in-one marketing analytics platform, observes that companies that don’t care about analytics and data science also risk wasting their advertising budgets. This is because their marketing personnel know too little about click-through rates, conversion rates, and other key metrics driving the customer journey and customer buy-in to campaigns.

So it's safe to say effective adoption of marketing data to drive campaigns is still somewhat patchy — thanks to unconvinced CMOs, slashed marketing budgets, limited human resources, complex data science, and the cost-prohibitiveness of data scientists. 

Therefore, organizations that can implement a successful data-focused marketing strategy should have a notable competitive advantage.

Key trends for big data marketing campaigns

If you're wondering how to do data-driven marketing, here are some key trends for marketers to be aware of when developing a data-focused campaign strategy.

Growing popularity and availability of AI and machine learning

Increased desire for personalization in marketing

The continued rise of cross-channel marketing

Third-party data restrictions are growing because of the EU General Data Protection Regulation (GDPR) and other consumer data-privacy regulations worldwide. 

Consequently first-party data — meaning accurate big data that organizations capture from their own customers and analyzed using data science — will become more important for campaign planning in the future.  

AI has surged onto the world stage, affecting how business is done on small and large scales. AI and machine learning have a huge impact when it comes to data science, especially in predictive analytics, presenting data summaries, and helping make sense of larger quantities of data in shorter amounts of time. 

More and more, consumers are indicating that personalization matters when it comes to making purchase decisions and brand loyalty. A 2017 study found that 80% of respondents were more likely to do business with a company if it offered personalized experiences. 90% indicated that they find personalization appealing. 

Before having a viable way to narrowcast their message to a target audience of one, marketers had to rely on the far less effective spray-and-pray’ approach. Now, modern technology and big data are making hyper-personalized messaging viable — whether it be via targeted website interactions, email campaigns, social media touch-points, or serving specific content to different audiences. 

The number of touch-points that people use to interact with brands is continually increasing — from in-store visits to websites, social media channels, mobile phones, tablets, and who-knows-what in the future. 

This means more opportunities for companies to gather big data and extract key insights, but also means a bigger need to fine-tuned marketing strategies to be channel-specific for the greatest ROI. 

New channels continue to pop-up as well, so successful businesses need to keep a keen eye on the social media landscape. For example, consider the meteoric rise of TikTok after it burst on the scene, or the slow but steady growth of Threads. 

📚Tip: Learn more about the rise of TikTok, what is Meta Threads, and check out the most important TikTok statistics.

Given the slow demise of third-party data due to legislative and other pressures, getting first-party big data from willing consumers is vital. But they first need to be convinced your business is ethical in its use of personal data, and has the appropriate data-security protocols in place. So clear communication of your policies is vital.

We're also seeing greater collaboration between those who create and execute campaigns and the data analysts and data scientists behind the scenes. 

Most teams now recognize that siloed approaches are counter-productive, while fully informed relationships that maximize understanding of the customer journey are far more beneficial. So too are marketing KPIs that encourage your team to be more data-centric.

Here are some campaign examples that used data science and a data-driven strategy to great effect. Get inspiration by reading how these companies executed precise and engaging marketing campaigns all around data:

The winner of the UK’s Campaign Tech Award in 2020, for the Best Use of Data and Insight, was IBM Watson, the computer system capable of answering questions posed in natural language.

To celebrate its 30-year association with Wimbledon tennis, IBM’s marketers wanted to showcase the capabilities of Watson AI during the 2019 tournament (Campaign Live). 

The question for the marketing team was how to reach people while the matches were being played. A challenge considering that most matches were aired on weekdays, and therefore accessing live updates wasn't easy, especially for commuters?

The answer was a campaign that utilized AI to create highlight packages to broadcast digitally, out-of-home. 

"Watson edited action from hours of footage using unstructured data (such as crowd noise and player emotions like fist-pumping) and created a highlight clip within two minutes. Every point on all six show courts had to be analyzed simultaneously to show the clips on screens across London." (Campaign Live)

IBM’s analytics showed a steep increase in Top-of-Mind Preference scores: from 8% before Wimbledon to 21% afterward. They also scored a significant increase in Social AI share of voice during the campaign, from 14% to 22%.

Grubhub, the American online food ordering and delivery platform, has a strategy of creating interesting content from the data that it gathers from its customer interactions. It then partners with publishers, which uses these data-generated stories to create native advertising that feels natural.

As explained by Swedish-based analytics and automation company, Triggerbee: To expand its partnerships to publishers focused on politics, GrubHub analyzed how the food choices of their users correlated with their political leanings and then connected those to congressional districts around the US held by either Republicans or Democrats. 

The creative concept was to “test the politics of your diet”, which generated some interesting stories about how, for example, Democrats are more likely to order veggie burgers while Republicans favored hamburgers.

“[The] results were pretty interesting and potentially made it easier for the company to [provide] their data to secure new partnerships with political publishers,” Triggerbee commented. “It’s easy to see how this same technique could be applied to other industries, allowing them to expand their native advertising base and grow their revenue.”

How big data informed "The Lion King" campaign 

Another example of how marketing data can inform your campaigns is "The Lion King" remake from 2019. 

The films executives producing team needed a way to help ensure that the film, a live-action remake of the 1994 classic, would not end up in a downward spiral of public ambivalence and apathy — a fate that befalls many a remake. 

Meltwater provided  a solution. The insights gained by Meltwater social listening tools enabled the marketing team to fine-tune their strategy.

For example, by analyzing over 5,000 mentions in the news around the world and more than 2-million social mentions from just November 2018, it became clear that promoting the return of actor James Earl Jones as the voice of Mufasa would be importance.

Fans were ecstatic when they heard the booming ubiquitous baritone voice of Jones narrate the trailer. In comparison, global megastar Beyoncé’s involvement in the project had only a relatively small number of social mentions in the same timeframe. 

This insight revealed that even the presence of an undoubtedly talented superstar like Beyoncé could not match the level of nostalgia brought by James Earl Jones. And it emphasized a need to harness that sense of nostalgia when promoting the new version.

If you're interested in how Meltwater media intelligence can be used to inform your own data-driven marketing strategy, complete the form below and we'll get in touch!

Other examples of effective data-driven marketing campaigns

How Data-Driven Marketing Campaigns Work

In the Northern Hemisphere, summer is officially over, making it the perfect time to assess a topic that has gained steam this vacation season: excessive and overtourism. 

More than a passing hot topic, overtourism is something increasing numbers of people are becoming aware of. One study found that 61% of travelers have started to avoid visiting certain locations to keep from contributing to overcrowding and other negative impacts. Meanwhile, major news outlets have begun to offer solutions for concerned travelers through articles with titles like “The 24 most underrated travel destinations in the world,” “The touristy British villages to avoid this summer,” and  “How to be the sort of tourist Italians love.” 

We used our social listening and analytics solution to dive into this growing conversation and learn more about what marketers should keep in mind ahead of the next big travel season.

What are excessive tourism and overtourism?

According to the World Economic Forum, “overtourism” refers to the phenomenon of “tourist demand exceeding the carrying capacity of host communities in a destination.” Common complaints and negative impacts of overtourism include overcrowding, visitor clashes with residents, and lack of economic benefit for local communities. Concerns about overtourism and excessive tourism have long existed in popular destinations, but those concerns have heightened as travel demand increased after the end of many COVID-19 restrictions. “Anti-tourism,” a related term, is often used to refer to protests against excessive tourism and in favor of increased regulations. 

What are people saying about overtourism?

The biggest day for over- and anti-tourism conversations was July 9, 2024, when mentions spiked 50 times higher than average. The spike was caused by news that thousands of Barcelona locals marched through the streets (and sprayed tourists with water) in the popular Spanish city in protest of mass tourism and its effects, including rising costs of living and strain on public services and natural resources. 

The second biggest day for the conversation was July 22, 2024, just after another demonstration in Palma de Mallorca, Spain. Organizers of that protest, comprising tens of thousands of residents, demanded more regulation of tourism through tactics like increased tourist taxes and limits on short-term rentals.

These demonstrations were just two of several anti-tourism protests in Spain this year.

Finally, the third largest day for this conversation was June 8, 2024, when mentions spiked 26 times higher than average. This spike was caused by media coverage of a viral video showing a British tour guide arguing with a woman who asked him to be quiet at a shrine in Japan, sparking debates about cultural etiquette, overtourism, and the behavior of tourists in foreign countries. 

Overall, the sentiment of this conversation is largely negative as internet users take to social media to share their frustrations and complaints with both overtourism and protesters.

As this word cloud shows, Japan, Barcelona, and Spain are the most-mentioned locations. 

Where is the overtourism conversation headed?

As summer, and tourist season, in the Northern Hemisphere has wound down, so has the conversation. From August 15 to September 15, 2024, social media mentions decreased by 41% compared to the previous month. However, come April, mentions of overtourism and related keywords will likely rise again. 

The same is true for news mentions of the issue, which saw a 252% year-over-year increase. Should anti-tourism protests reemerge, overtourism will continue to be in the international spotlight.

Like travel, the social media conversation about tourism is largely seasonal, but it is one that travel and hospitality marketers need to pay close attention to throughout the year. For English-speaking audiences, Reddit, X, and Pinterest are generally top platforms for discussion and exchanging ideas, but diving into where and how your audiences spend time online is key to better understanding the topics and trends that concern them most. 

Marketers play a crucial part in how hospitality and travel brands, and other organizations, participate in this conversation. For example, take the City of Miami’s campaign from March 2024 in which it “breaks up” with rowdy spring breakers. 

Miami Beach Is Breaking Up With Spring Break

Or Atout France’s #ExploreFrance campaign highlighting lesser-visited destinations in the country and encouraging sustainable travel.

Or the City of Oslo’s viral, tongue-in-cheek ad promoting a more slow-paced, thoughtful form of tourism. 

Is it even a city?

In each campaign, marketers emphasize the value of the featured destinations, as well as the enjoyment to be found in respecting them and exploring off the beaten path. And the key to their success was an intimate understanding of where target audiences stand on the issue.

For marketers in any field, striking the right tone and messaging is the foundation for successful campaigns. Learn how to find that balance, and understand your audiences better, with a demo of the Meltwater Suite.

What Social Media Users Are Saying About Overtourism

Social media is a hot spot for strong opinions, beliefs, and values. It’s become a top source of information for online sleuths to learn more about the people around them. There’s a good reason for that: People share anything and everything on social media, and social media intelligence tools can help you harness valuable insights.

Social listening and analytics tools and software only tell part of the story. When you tune into conversations your audience is having every day, you can be better prepared to connect with them in authentic ways. You can learn more about their needs and behaviors, including what they’re buying and how they’re buying it.

Here’s how social media intelligence can become one of your biggest competitive advantages.

What Is an Example of Social Media Intelligence?

Social Media Intelligence vs. Social Listening

5 Key Components of Social Media Intelligence

Implementing Social Media Intelligence Strategies

We define social media intelligence (SOCMINT) as the process of collecting and analyzing social media data to learn more about your audience. It goes beyond social media metrics measurement, which tends to focus on things like engagement rates and views. 

You can use intelligent insights to make decisions about marketing, product development, or expansions into new markets.

Social media intelligence gives you a superpower in our digital age, where every post, Reel, and story tells you something about your target audience. Rather than scrolling through your social feeds, you’re understanding the what and why behind every like and share.

Here’s how you might apply SOCMINT to your marketing:

Let’s say you’re launching a new product and want to see how the product is being received by your audience. You can use social media intelligence tools like Meltwater to gather data from Twitter, IG, Facebook, and Reddit. You have marketing metrics and KPIs to meet, and this data can help you prove your effectiveness.

To do this, you would set up keywords to monitor every mention of those terms. You could use a mix of the product name, what the product does, your brand name, and other terms your audience might use when talking about the product.

SOCMINT tools use a combination of AI and data analytics to find social media mentions and understand their meanings. You can analyze the tone of each mention and find out how people feel about the new product.

Both SOCMINT and social listening give you ways to collect and learn from social media data. They’re not quite the same, though; social listening is a part of social media intelligence.

<table class="table-primary alternate-color">
<thead>
<tr>
<th><strong>Social Media Intelligence</strong></th>
<th><strong>Social Listening</strong></th>
</tr>
</thead>
<tbody>
<tr>
<td><strong>What It Is:</strong></td>
<td><strong>What It Is:</strong></td>
</tr>
<tr>
<td>- Extracts actionable insights from social media data</td>
<td>- Monitoring social channels for mentions</td>
</tr>
<tr>
<td>- Applies advanced analytics and data-mining techniques</td>
<td>- Checks for specific keywords or competitors</td>
</tr>
<tr>
<td><strong>What It's For:</strong></td>
<td><strong>What It's For:</strong></td>
</tr>
<tr>
<td>- Strategic analysis of trends, finding influencers, and monitoring competitor activities</td>
<td>- Gathering data about brand mentions, customer feedback, and online conversations</td>
</tr>
<tr>
<td><strong>Why It's Done:</strong></td>
<td><strong>Why It's Done:</strong></td>
</tr>
<tr>
<td>- Inform business decisions and develop new products</td>
<td>- Respond to customer needs</td>
</tr>
<tr>
<td>- Create more effective marketing strategies</td>
<td>- Improve customer service</td>
</tr>
<tr>
<td>- Understand the market on a deeper level</td>
<td>- Adjust marketing strategies based on what people are saying</td>
</tr>
</tbody>
</table>


Social listening involves monitoring social media channels for mentions of your brand, competitors, or specific keywords, and understanding what people are saying in real time. The main goal is to gather data about brand mentions, customer feedback, and online conversations to make improvements based on what people are saying.

TIP: Find out everything you need to know about social listening with our free Ultimate Guide!

Social media intelligence goes beyond social listening to turn the data into actionable insights. It’s broader and more strategic, encompassing everything from analyzing trends, identifying influencers, monitoring competitor activities, and detecting patterns in large datasets across multiple platforms.

Ultimately, social listening is reactive, while social media intelligence is proactive. Both play an important role in staying engaged on social media and driving your business strategy forward.

Want to see Meltwater's social media intelligence tools in action? Click here and fill out the form below for a personalized demo!

Businesses across industries and the public sector benefit from what social media intelligence can reveal. These findings provide valuable insights that can help businesses make informed decisions.

With so much data generated on social media channels, companies can leverage this information easily and strategically to:

Fight against disinformation or misinformation

The “intelligence” component helps to turn this data into actionable insights. It’s not just about facts and figures, but also knowing what to do with the information.

Social media intelligence is a smaller slice of consumer intelligence. It gives you a well-rounded picture of your audience specifically on social media along with your own performance in shaping their opinions. To do this, you’ll need to combine several components:

Sentiment analysis helps businesses understand the emotions and opinions behind social content. It uses natural language processing (NLP) and machine learning algorithms to classify content as positive, negative, or neutral.

Engagements like likes, shares, and comments indicate your content struck a chord with your audience (for better or worse). If people are liking and sharing your content, it’s a good sign they found it relatable. You can use this data to learn more about what your audience likes, wants, or responds to.

Social intelligence can give you an ongoing view into your social media efforts. Real-time alerts notify you when you have a spike in activity so you can react and respond accordingly.

Reports that compile data in one place give you a way to benchmark your performance and track progress. You should be able to customize these reports to compare data side by side, such as comparing your brand to competitors, or even comparing your performance in different regions.

TIP: Struggling with reporting? Check out our Marketers Guide to Unified Reporting for a full breakdown!

The ultimate piece of social media intelligence, your tools should provide a general overview of its findings each day. Rather than bombarding you with facts and figures, overviews can give you a rundown of the most important information and why it matters.

You don’t have to scroll through every feed every day to see what people are saying about your brand. Consider using purpose-built social media monitoring tools, like these:

As a complete media intelligence platform, Meltwater monitors billions of data points in real time, both online and offline, to give you up-to-date insights and alerts. Link Meltwater to your social channels, specify the keywords or topics that matter to you, and start collecting intelligence. 

Meltwater sends you alerts, compiles data from multiple networks, and gives you an AI overview of what’s happening on your channels. You can spend less time digging through the data and more time actually using it.

An underrated tool in social media intelligence, Google Alerts is a free tool that you can use for social media monitoring. Set up your mentions and get a daily email of where content was published using those mentions. You can get a direct link to published content and check it out for yourself. 

While these alerts don’t come with actionable insights, you can learn more about who’s talking about your topics, find potential influencers or media partnerships, and see how others are talking about your topics.

Social media analytics can tell you many things, even though they’re not as comprehensive as social intelligence tools. Check the analytics on your chosen social platforms, such as Meta Business Suite for Facebook and Instagram. 

You can use your findings (e.g., engagement rates, top-performing posts) to decide the next best steps for your social media marketing.

Website analytics take the social media conversation a step further. You can see how people who have interacted with you on social media are checking out your website, making purchases, or engaging with you beyond the social pages.

From finding trending topics to responding to potential crises, Meltwater helps you craft an intelligent social media presence. Our platform analyzes conversations around topics you care about so you can connect with your audience in new and better ways. 

Meltwater lets you monitor unlimited topics and keywords. See when mentions spike, get a real-time view of engagement, and compare your performance over time with custom reports. 

Learn more when you request a demo by filling out the form below. 

Still have questions? Check our FAQ for more info.

The Meltwater Blog

How Data-Driven Marketing Campaigns Work

What Social Media Users Are Saying About Overtourism

Drive Business Growth with Social Media Intelligence

The U.S. Fed Interest Rate Cut: Key Insights from the Digital Conversation

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Pumpkin Spice Lattes and the New Holiday Marketing Calendar

A Guide to Creating a Facebook Business Page

How To Be Successful With Instagram Marketing

New York Fashion Week 2024: The Biggest Topics and Trends

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The CEO Echo | August 2024 Rankings | Categories: Communication, Social, Responsibility & Investor Excellence