United States

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

There are those who say that business is a lot like warfare — just with less deadly battles!

Phrases such as guerrilla marketing emphasize the metaphor: illustrating a strategy that involves stealthy, calculated, and creative campaigns designed to make a big impressions. Termed "guerrilla" for their use of tactics such as surprise, speed, aggression, mobility and an out-of-the-box approach to achieving their objectives.

If you're interested in adding a guerrilla marketing campaign to your marketing arsenal, read on! In this blog you'll learn all you need to know, plus some of our favorite real-life guerrilla marketing examples.

Six Guerrilla Marketing Examples to Inspire Your Brand

Guerrilla marketing is defined as “a marketing tactic in which a company uses surprise and/or unusual interactions in order to promote a product or service. Guerrilla marketing is different than traditional marketing in that it often relies on personal interaction, has a smaller budget, and focuses on smaller groups of promoters that are responsible for getting the word out in a particular location rather than through widespread media campaigns.” (Investopedia)

It relies on using unconventional methods to get positive results from creative and low-budget efforts.  

Guerrilla advertising is suitable for budgets both big and small

With their cost-effective and budget-friendly force-multiplier effect, guerrilla marketing ideas have definite benefits for start-ups and small businesses, which often struggle to afford more expensive and traditional advertising. 

For this reason, it is also popular with non-profits looking for effective ways to inspire consumer spending without having to resort to expensive advertising.

Of course this isn't to say that big corporations can't also deliver an excellent guerrilla marketing campaign. Among those that may spring to mind are Coca-Cola, Burger King, and Red Bull. These companies are less concerned with budget, but guerrilla marketing is effective as a way to reach consumers through less overt marketing messaging — which can cause distrust or fatigue among target audiences.

Some common features of a successful guerrilla marketing strategy

The very definition of guerrilla marketing implies that there really aren't any rules as to how to go about crafting a guerrilla marketing campaign. That said, there are some common features that many successful guerrilla marketing campaigns share:

Guerrilla marketing is creative, quirky, and has the element of surprise. It’s not something the consumer expects as they go about their day-to-day lives.

It hasn’t been done before, or will feel ‘new’ to the target audience.

It has the potential to go viral on social media.

It has the potential to create publicity.

It lends itself to word-of-mouth marketing opportunities.

It’s edgy and pushes the boundaries in terms of what a more straight-laced client, conformist, or strict parent will approve of.

It stirs emotion. Good guerrilla advertising may create happiness, excitement, surprise, or push people out of their comfort zone.

Here are some typical forms of marketing that maybe considered guerrilla:

This involves creatively using an out-of-home element to convey a promotional message. For example: using stairs, lifts, pavements, roadways, toilets, or public spaces like parks and squares.

Riding on the back of another organization’s marketing in order to promote your own message. An example would be leveraging the Fifa World Cup even if you aren’t an official tournament sponsor.

Defined as an activity that requires the audience to interact with, and experience, the brand in some way. Enabling a one-on-one experience with the consumer is ideal.

Retail outlets can open a temporary location to drum up business and brand recognition. This tactic is often successful through pure bystander interest. Passerby may see a line forming and out of curiosity want to find out what all the fuss is about. 

This is when a product or service is promoted to an audience without them being aware of it. Product placement in a movie is one such illustration. Sponsoring a social media influencer to post about a product or service without disclosing the nature of the relationship is another.

Simple distribution of flyers is a form of traditional street marketing, though it's not exactly "guerrilla". You could get more creative by using graffiti, reverse graffiti or other gritty, real-world, techniques.

It's important to have a clear understanding of what guerrilla marketing isn't, especially because it can be a tempting way to go when budgets are tight, or you're looking for a provocative "all publicity is good publicity" ad campaign.

It's not a strategy that can rely only on itself to achieve an objective. It should always be combined with other promotional tactics in order to be truly successful.

It’s not an ideal strategy for brands that are risk-averse. If top management has no appetite for risk, or you’re in a  more staid industry such as corporate banking or traditional financial services, this may not be for you.

It’s not traditional media. Even if it’s a very creative, unusual, and innovative marketing or advertising campaign, it’s unlikely to qualify as ‘guerrilla’ if it relies mainly on traditional media such as print, TV, or radio advertising to convey the message.

Speaking to Entrepreneur, three marketing strategy experts gave their top tips on guerrilla marketing, and dispel some of the myths around this approach:

Adam Salacuse of ALT TERRAIN, an experiential marketing activation agency: “Never aim to upset, scare, or provoke people in a negative way. The goal should be to implement something that people will embrace, enjoy and share with friends.”

Brett Zaccardi of Street Attack, a non-traditional branding agency: “Don’t be contrived or too bland. Don’t try to be something you’re not.”

Drew Neisser of Renegade Marketing, a B2B marketing agency: “Try not to annoy your target. [It] is generally not a good idea to do something that will cause someone on the team to go to jail.”

If your considering launching a guerrilla campaign, but still need a little direction or inspiration, take a look at these examples! 

Arkaden is a popular fashion mall in the center of Gothenburg, a city of around 600,000 people in Sweden. For the autumn fashion season, mall management wanted to show off the vast array of winter clothing and the many top brands on offer.

By creatively targeting people in the 25-35 age group, mainly women, they hoped to entice them to visit the mall and try on the autumn collection.

To create buzz and attract attention, the mall moved the dressing room out into the street and turned the ‘shells’ that typically hold an outdoor pavement advertisement, into mirrors for the customers to check out their fit. Then they added stylish photographs of some of the outfits on sale to the mirrors, along with the campaign tagline: "Get Fabulous".

The campaign was simple, effective, novel, and cost effective.

2. Putting the focus on the ‘invisible’ homeless

A cost-effective guerrilla marketing campaign is ideal for perennially cash-strapped NGOs. RaisingTheRoof, a Canadian charity that focuses on fighting homelessness, implemented a guerrilla marketing strategy by reminding busy city dwellers of the ubiquitous, yet often ‘invisible’ homeless youth all around them.

The NGO’s marketing team came up with hard-hitting — some might say ‘uncomfortable’ or unsettling — posters that were placed around the city in locations where homeless young people would typically sit…and typically be ignored.

The messages on the poster were stark and unambiguous: “If this poster were a homeless youth, most people wouldn’t even bother to look down.” 

Does anything more need to be said? Is there any doubt as to what people should do? A guerrilla campaign at its best. 

Guerrilla marketing campaigns don't always have to be serious. Polish beer brand Tyskie decided on a simple and light-hearted, yet attention-grabbing tactic to entice customers.

Why not surprise and delight consumers by turning a bland, functional, and everyday item into something that would raise a smile, while also emphasizing a brand message? Like a door handle, for instance?

In the course of a lifetime, we will probably open and close a door hundreds of thousands of times. And how many of those instances will we remember? Probably close to zero unless we happen to close the door on our fingers!

So Tyskie hit on an eye-catching idea: a branded door handle that resembled a frothy and appetizing mug of beer. The approach was simple, a little silly, and sure to brighten the day of everyone who entered.

4. Giant underpants on a New York City street

Some of the best guerrilla marketing ideas are a little crazy — but they're successful because people are often happy to embrace something off-the-wall in an all-too-serious world.

When GoldToe, an undergarment brand, looked for innovative and unconventional methods of promoting its new range of products, it decided to put items of clothing on well-known statues around New York City. Among them was the famous bronze Charging Bull statue in the city’s financial district.

The campaign went viral, due in part to the high-traffic locations and the large number of camera-ready tourists who frequent the Big Apple. Mainstream media also picked up on the campaign.

The Wall Street Bull wears GOLDTOE Briefs

5. Millions enthralled by the world’s highest skydive

From a bronze bull to a Red Bull! There are some marketers who contend that the Red Bull-sponsored quest for the world’s highest skydive shouldn’t qualify as a classic guerrilla campaign because it certainly wasn’t low-cost. 

But supporters point out that it met many other guerrilla marketing criteria: out of the ordinary; unique; edgy; ability to go viral; vast publicity potential; and a strong experiential element.

Red Bull has always based its brand-building around adrenaline sports and pursuing the extreme limits of human endeavor. The Stratos campaign took this to new heights (pun intended) when it partnered with daredevil skydiver Felix Baumgartner to jump from the edge of space and set a world record skydive of 39km (24 miles) above the earth. The Austrian also became the first skydiver to break the sound barrier.

It turned out to be a great guerrilla marketing example. The publicity and hype were phenomenal, social networks embraced and amplified the excitement, and people around the world were able to engage with the heart-stopping attempt live via a dedicated website, through YouTube, and on Twitter and Facebook. 

As Baumgartner plummeted earthwards there were 8-million live views on YouTube.

Subsequently, the YouTube video has racked up 48 million views. You can watch it here: 

Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights

6. ‘Message to space’ tugs at the heart-strings

Hyundai motor company’s Message to Space campaign was a unique, grand, big-budget global affair. While Red Bull emphasized the fear factor, Hyundai tugged at the heart-strings and played on the love between a 13-year-old daughter and her faraway dad — an astronaut circling high above the earth on the International Space Station.

The company took 11 of its cars to a dry lake bed in Nevada and engaged a team of professional stunt drivers to use their tire tracks to create a message in the sand that read: ‘Steph (short for Stephanie) loves you!” 

Given dad’s height above the earth — around 400km — the wording needed to be large enough to be seen by him as he passed overhead. The final message ended up measuring five square kilometers! This was subsequently recognized by the Guinness Book of Records as the largest tire track image ever created.

International publicity around the event was huge, social media users loved it and the YouTube video continues to be a hit — attracting 72 million views so far. You can watch the viral video here: 

Hyundai : A Message to Space

With the continued growth of social platforms for marketing, brands have greater opportunities to participate in guerrilla marketing tactics and connect directly with consumers. Use the tips from the blog to forge ahead and make a splash! 

What is Guerrilla Marketing? Tactics and Examples to Inspire You

Feel like the autumn marketing cycle starts earlier every year? You’re not imagining things! Brands’ holiday marketing campaigns are creeping into late summer, with 32% of consumers beginning their holiday shopping between July and October. For marketers, this means throwing out traditional marketing calendars to cater to these more forward-thinking shoppers. To learn more about the holiday marketing creep, we used our social listening and analytics solution to dive into the data behind everyone’s favorite seasonal flavor (and a perennial top food trend): pumpkin spice. 

Explore more data and insights for this sector with our 2024 Consumer Insights: Food & Beverage report. 

When does pumpkin spice latte season begin?

Though Starbucks, the originator of the pumpkin spice latte (PSL) craze, rolled the drink out across the United States and Canada in October 2004, 20 years later, we can confidently say that PSL season begins in August. 

Two years ago, the first spike in mentions of all things pumpkin spice latte took off right on the cusp of September. This year, the conversation began to rise almost a full month earlier on August 6, as multiple pumpkin spice food and drink recipes generated significant engagement on Pinterest. The following day, Dunkin’ launched its Spiked Pumpkin Spice Iced Latte, a ready-to-drink alcoholic beverage, in stores across 27 U.S. states. 

Since then, the overall PSL conversation has already seen multiple spikes:

August 22: The largest spike so far occurred on this day as the pumpkin spice latte returned to Starbucks stores along with an expanded fall menu.

August 24: The conversation spiked again on this day as consumers continued discussing the Starbucks PSL, with many mentioning pro-Palestine boycotts of the chain, discussion about the quality of the drink, and some consumers’ preference for locally-owned and independent coffee shops.

September 5: The third-highest spike came this day, with increased discussion about 7-Eleven’s pumpkin spice Slurpee and recipes for Starbucks pumpkin spice whipped cream.

September 10: Finally, the fourth-highest spike in the PSL conversation came on this day as a recipe for pumpkin snickerdoodle cookies went viral.  

Based on the past year, there are still plenty of PSL mentions ahead this fall, with the highest spike potentially still to come. But there’s no denying that the conversation has started earlier than in previous years. 

How do consumers feel about pumpkin spice lattes?

The non-neutral sentiment of this year’s early PSL conversations is largely positive. However, negative sentiment was significant from August 20 through August 25, spiking on August 24 for the reasons listed above.


The top positive keyword is “pumpkin spice,” while the top negative keyword is “pumpkin spice season,” which many netizens use as a stand-in for autumn and fall. Negative mentions of “pumpkin spice season” include everything from dismay at the end of summer to annoyance at fall marketing starting earlier each year.

That strong association of PSL with the change in seasons is evident in the top associated emojis.  

The jack-o-lantern, a symbol of Halloween, along with changing leaves are the top emojis in the PSL conversation. 

Which cities are talking about pumpkin spice lattes the most?

The Big Apple is the top city for PSL conversations, followed by Los Angeles, London, Toronto, and Chicago. Each of these cities is home to multiple Starbucks locations, as well as competitors like Dunkin’ and Tim Hortons, which offer their own PSL variations.  

If PSL season can teach us anything it’s that marketers need to do away with one-size-fits-all campaign calendars in favor of seasonal promotions that cater to their consumers’ shifting preferences and shopping behaviors. Amid all of this, consumer intelligence is key. Otherwise, brands risk becoming irrelevant or even annoying! For example, 67% of consumers say they’ll have holiday marketing fatigue by the start of November.

With the help of social listening and consumer intelligence solutions, marketers don’t have to guess what their audiences want — they can see it in the hard data. Gain a deeper understanding of your audience’s marketing preferences and shopping behaviors with a demo of the Meltwater Suite. Here’s to a happy PSL season!

Pumpkin Spice Lattes and the New Holiday Marketing Calendar

As the largest social media platform by active users (3 billion), Facebook is still one of the best social networking platforms for promoting a business, allowing you to connect with people from all over the world. In fact, the average user spends more than eight hours each month on the site. Given it's popularity, Facebook is an important channel for businesses to include in their social marketing strategy. This blog will help set you up for success, with tips for creating a Facebook business page that converts.

What is the Goal of Your Facebook Business Page?

Get Inspired: Successful Facebook Business Page Examples

Adding a Facebook Business Page to Your Site 

Before you create a Facebook business page, it is important to have a clear goal in mind. Here are some questions to ask yourself:

Who will manage your Facebook Page and be responsible for its performance?

How will you respond to negative comments or reviews from unsatisfied customers?

How will you ensure that you reach your Facebook objectives?

By answering these questions, you can avoid many beginner’s mistakes when setting up a Facebook business page.

There are many companies on Facebook that market themselves in an exceptional way with the content shared on their page. It’s worth spending some time to look at how they’ve built their Facebook for Business profile and examine the type of content that they publish. 

Here is a list of a few companies worth taking a closer look at:

How can you create engagement and interest in dishwashers, washing machines and other household products? Whirlpool succeeds very well at this, with posts that inspire and inform. 

They are also very good at responding to other people’s posts, and they have a very clear policy about what kind of posts they accept on their Facebook Business Page.

Pampers publishes content that includes quality pictures, and interesting questions in order to engage many of their followers.

They have also completed several milestones on their timeline, which gives interested users more information about their company’s history.

B2B companies often struggle with Facebook but Maersk Group is one B2B company that is doing things right. With beautiful images that focus on the brand's global reach and long history, they have managed to garner over 3 million followers.

With short but passionate posts all containing great pictures, BuzzFeed constantly manages to create high engagement for their posts. Of course, engagement is BuzzFeed’s currency, so they are incentivized to make sure that their own social channels work for them.

Creating a Facebook Business Page is relatively easy. You can do this without having a personal profile, but it is highly recommended that you have a Facebook profile of your own before creating a Facebook Business Page for your company. If you don't already have a Facebook profile, take a look at Facebook's guide to getting started. 

Once logged into your profile, you can begin creating your Business Page. The steps to create a Facebook Business Page are fairly simple:

Select either “Local Business” or “Company, organization or institution"

Select a Category that best represents the category or sector that your company operates in

Now, it’s time to read Facebook's terms where you’ll find more information about what you are allowed to do on Facebook and what you’re not allowed to do. If you agree with the terms, check the box and click "Get Started."

Your new Facebook Page is now created! From here you can complete all your business information. In order to get a deeper understanding of why you should complete all the fields in your Page’s settings, check out our blog post on Facebook metrics.

Adding a Facebook Business Page to Your Site

A good way to let your customers know that you are on Facebook is to promote add a link to your website. This is a very effective way to get more followers to your Business Page.

Facebook offers several different social plugins that are easy to install to help you increase your following on Facebook. You’ll find all of these plugins on Facebook’s developer page.

Here are some plugin recommendations that you can try:

By adding the "like button" to your webpage, you’ll give your visitors the chance to like your Business Page from your webpage. Simply specify the URL of your Business Page in the "href" setting of the button and add the code to your webpage.

Likebox is a plugin that contains several interesting elements. By having a Likebox on your webpage you will display a link to your Business Page for your visitors, a like button, your most recent posts and the profile pictures of users who like your Business Page.

Adding a Likebox to your webpage is as easy as adding a like button. Visit Facebook’s Likebox Page, complete your webpage’s information, click on "Get Code," and add the code to your webpage.

If you have a blog or a page where you want comments from your visitors, it is recommended that you use Facebook comments. The plugin is easy to install and one of the many benefits of Facebook comments is that the comments get posted on your webpage and in the users' Activity Log on their Facebook Profile (this interaction is visible to all friends of the user). With Facebook comments, users can also like and respond to specific comments.

Marketing professionals have known the importance of word-of-mouth marketing for years, but did you know that Facebook also offers a feature that helps promote referral marketing?

The "recommendations" feature on Facebook allows users to easily gather advice by posting a status clearly labeled to show they’re asking for a recommendation. When their friends reply with suggestions, if the business has a Facebook page, they will be plotted on a map allowing the user to easily see nearby locations and find out more about the business.

Facebook recommendations aren’t exactly revolutionary, but marketing teams should make sure their Facebook Company Page is optimized to to support the recommendations.

Interested in growing your Facebook follower count? Check out our blog on How to Get More Likes on Facebook for tips on generating engagement and followers. 

Since one of the main aspects of Facebook recommendations is the fact that suggestions are then plotted on a map, ensure that your Business Page has the maps section up and running. This can be achieved by setting up a Bing business listing. Once set up, brand visibility and reach will increase dramatically. Check out this useful step-by-step guide for tips. 

Fill out all information on your Business Page

Whether you are a big brand or using Facebook marketing for small businesses, adding your website and company phone number is a given. But there are many other sections you can populate on your Business Page that are just as valuable and sometimes overlooked.

Your visitors want to know all the details about your business: where you're located, what services you offer, your working hours, and so on. 

Adding a call-to-action is a best practice for any marketing campaign, and your Business Page should be no different. Take a look at this post, Calls to Action: 50 That Sell and 10 That Repel, for inspiration for your CTA button text.

The unfortunate truth is customers are much more likely to air their negative experiences than positive ones, so it doesn’t hurt to ask customers to share positive reviews. Consider running a competition to encourage this. 

Learn how to win back customers after a bad experience.

Use a social media monitoring tool to review recommendations and ROI

How can you tell if your Facebook page optimization efforts have been worth it? Use a social listening tool to benchmark metrics such as exposure and share of voice before and after optimization took place is a great way to measure and understand ROI. 

You can also search conversations by a theme to identify what exactly it is that your audience likes about you, and then highlight this within the content on your business's page on Facebook. 

Tip: Learn more about Facebook monitoring!

The Meltwater Blog

What is Guerrilla Marketing? Tactics and Examples to Inspire You

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

Fashion Trend Forecasting: The Ultimate Guide

100 Instagram Bio Ideas to Stand Out

Music Influencers: Top 8 Music Influencers 2025

How to Write Creative Instagram Captions for More Engagement

The Best Time to Post on LinkedIn in South Africa

Song of the Summer 2024: A Meltwater Analysis

Top 5 Gaming Influencers and How to Work With Them