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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

The term “Teleconferenced peer influence groups” was originally coined by psychologist George Silverman in the 1970s, after using focus groups to discuss different pharmaceutical products. Today, this is known as "word-of-mouth marketing".

Silverman's observations outline the basic tenets behind how word-of-mouth works: "One or two physicians who were having good experiences with a drug would sway an entire group of skeptics. They would even sway a dissatisfied group of ex-prescribers who had had negative experiences!” (Source: thefreelibrary)

Now, some 50 years later, this approach has grown into a widely used marketing tactic — with the data to prove it: 74% of consumers identify word-of-mouth as a critical part of their purchasing decision. And a whopping 92% of consumers say they trust recommendations from friends. So, if it's not already top of mind for your marketing team, it should be! Word-of-mouth marketing is cost-effective, builds brand loyalty, and reveals new ways you can reach potential customers.

So what's the word on word-of-mouth marketing? Read on to find out.

Why is Word-of-Mouth Marketing Important?

What are Some Word-of-Mouth Marketing Strategies?

What are the Benefits of a Word-of-Mouth Marketing Strategy?

Word-of-mouth (WOM) is one of the oldest and most effective forms of marketing. And, it has evolved relatively seamlessly into the digital landscape. At its core, it can be defined as:

A marketing method that relies on casual social interactions to promote a product.

Word-of-mouth marketing involves businesses finding ways to encourage individuals to share recommendations, news, and accolades about their brand, products, and services.

For example, when was the last time you had an interaction with a brand, positive or negative, and then told someone else about it? Think about a time when the food and service at a new restaurant you tried were so good, you had to tell your friend to go try. Or, maybe it's a software tool that has greatly improved your team’s workflow, so you left a review on G2 or recommend it to a peer. 

These types of consumer interactions build trust and increase the front-of-mind real estate presence for your business in the ever-crowded landscape of messaging bombardment people receive these days. (Of course, it should be noted that WOM can also hurt you based on the sentiment of the discussion).

Word-of-mouth marketing is about a face-to-face interaction (or avatar-to-avatar as the case may be in today's digital age) that is built on pre-founded trust. It's a cost-effective way to spread the word about your company and products among online and in-person communities. 

Referrals from word-of-mouth can come from several sources, but for marketing purposes the most important channels to know about include:

A friend says to a friend “I just had the best meal at a restaurant downtown. I think you’d love it!”

This is arguably the most basic form of word-of-mouth marketing. When you get a recommendation from a peer that you respect and trust, you’re far more likely to check out the recommended product, restaurant, etc., yourself. For marketers, this type of interaction is tough to really measure accurately or influence directly. 

Tip: To improve your reporting, ask new customers how they found out about you. If they say “I heard about you from my friend” you can ask them to expand on what specifically their friend liked. These learnings will help you invest time and energy confidently into brand-building marketing and acquisition efforts.

A sales rep is set up at a kiosk in the grocery store and offers you a sample of their new line of cheeses. Mmm cheese….

Face-to-face marketing is usually set up as a more “professional” relationship between the recommender and recommendee. It has a more clear sales factor, but it’s still a 1:1 tactic. 

Think of a software product demonstration to a new prospective client, or free samples at a grocery store. 

In both cases, you may not purchase that day, but you’ve had a face-to-face interaction with someone who is passionate about what they’re selling. 

They had the opportunity to tell you about their brand, and offer a business card. So they’ve had that extra touchpoint to remain memorable when it comes time to make your purchase decision. 

Face-to-face marketing tips: Let your personality shine, and incorporate brand values into your selling story. Today's consumers gravitate heavily towards authenticity and shared values (such as eco-friendliness and inclusivity). Highlighting these during your product pitch will help you stay top of mind.

You go to the restaurant your friend suggested and liked it so much you hit the "big 3 of UGC": posted a picture of your meal to Facebook, added tagged the restaurant in your Instagram Story, and wrote a 5-star Yelp review.

UGC (User-generated content) is what marketers like to refer to as “low hanging fruit” - once it’s created that is. And, brands can use this content in their own content marketing strategy to (1) show off an unbiased testimonial and to (2) build an even stronger relationship with the customer who posted. Much like peer to peer recommendations, this content can reach a larger audience that the poster may or may not know directly. 

If you can figure out how to cultivate user-generated content, you’ve unlocked one of the quickest and cheapest ways to grow your online presence.

Tip: Respond to both positive and negative online reviews. Be honest, appreciative, and genuine, and more people will want to publicly share their experiences!

Social posts on any platform that mention your brand are powerful instances of social proof.

There are components of social media in all of the above marketing options, but it’s so important it deserves its own call-out.  

To put some numbers to the value of WOM on social media: over half of purchases inspired by social media sharing occur within 1 week of sharing or favoriting, and 80% of purchases resulting from social media shares occur within 3 weeks of sharing. [Source: VisionCritical]

It’s important to think of social media in a broad context here: consider everything, from the major channels like Twitter, LinkedIn, and Instagram to the new and exciting like TikTok, to forum-based platforms like Trip Advisor.

Tip: Engage when you're tagged! Consumers love when brands respond, so encourage your social media manager to like, share, and comment when posts tag you or use an official brand hashtag.

WOMM is ultimately quite ubiquitous, which is what makes it so incredibly valuable — but it’s also what makes it incredibly difficult to track and control. 

How do you measure success? How do you implement a strategy for improving and increasing your face to face recommendations? 

How do you swiftly find and address negative reviews or comments and protect your carefully crafted reputation? Let's explore how to implement these tactics into your marketing strategy. 

Word-of-mouth marketing is about real people sharing their thoughts about your brand and products, thereby indirectly encouraging more sales and recommendations for you — like a ripple effect. 

But how do you keep the conversation going? Chatter matters so you need to help generate that buzz!  

Find out where conversations are happening

This comes from understanding your audience. Where do they hang out online? Jump in on forum discussions around related topics to your industry, products, and services. Facebook groups or Reddit threads are a great place to start.

Be sure to adhere to any forum guidelines in place (which often include strict no advertising rules). Otherwise, your comments will be swiftly removed by moderators.

You can’t market unless you understand who you are talking to, right? And in today’s ever more complicated world, the psychosomatics of your customer base go far behind the demographics data.

Tip: Gather the data from previous campaigns, email sends, and social interaction to analyze what type of content your audience reacts positively to, such as discounts, contests, or polls.

If you start seeing a lot of negative word-of-mouth buzz, you’ll want to address it swiftly and professionally. Don’t let it fester. Not only does this go a long way toward solving the issue, but it also leaves a very positive impression for current and potential customers. 

So, rather than recording their frustrating conversation trying to cancel their internet service and posting it for millions of people to share in their misery, you instead have someone posting “I just had a surprisingly pleasant customer service experience with XYZ. I’d highly recommend them!” If someone was thinking of switching, this could be what helps convince them.

Having a comprehensive crisis communication strategy is essential for any marketing team. But especially important when you’re prioritizing your WOMM efforts. To get help monitoring and responding to these types of situations, get a free tour of our real-time alerting tool. 

The Drum found that 75% of people feel user-generated content makes a brand more authentic.

So how can businesses encourage people to create content? Here are some tips:

Create a brand hashtag to invite participation

Jump on a trending topic and apply it to your brand

Run a contest - you can always offer incentives here too

Ask for feedback so you can hear straight from customers what they want 

Customer reviews are a great tactic and should absolutely be part of your word-of-mouth marketing strategy. 

70% of people trust consumer reviews online according to HubSpot. That’s actually huge if you think about it. Thousands of strangers are trusting what thousands of other strangers say about a product online. 

Accolades can be featured on your website, social platforms, in campaigns, or 3rd party sites. They can be written statements, quotes, video interviews, or a comprehensive story in a blog article.

Here’s an example of a quote from a Meltwater customer that we may choose to share in key customer journey locations because we think it accurately represents our solution and who we are: 

If you haven’t invested in 3rd party review platforms, here are some popular ones to get started:

Do note that you need to ask permission to re-share anything. 

An influencer or brand ambassador is an individual with a significant and engaged following who works with brands to promote products and services. Some of the biggest social platforms for influencer marketing are Instagram, TikTok, and YouTube. 

Influencers are powerful in that they are a trusted source for consumers, but unlike a 1:1 connection, they are speaking as a “friend” to a much larger audience. And the best part is, the ROI is far more trackable if you’re working with them in an official partnership capacity.

Tip: Bigger isn’t necessarily better when it comes to influencer follower count. Ask prospective influencer partners about their engagement metrics to get a sense of how active their audience is.

Example: If you're vegan and struggling to find everyday recipes or are seeking a community where you can connect with other like-minded vegans, you may follow someone like Michelle Cehn a micro-influencer and founder of World of Vegan.

Influencer marketing is deserving of its own blog post altogether, and we just happen to have one, but here are some of the main points to consider:

Making an Impact With Word-of-Mouth Marketing

The world moves a lot faster than it used to, and the impact of digital and social media has forced the role of PR professionals to evolve dramatically. Luckily, PR automation solutions have helped teams around the world adapt to the increasingly complicated media landscape.

The growing complexity of how information travels certainly hasn’t made communications teams any less strapped for time, but AI-powered technologies can help PR pros work smarter. 

Whether it’s pitching reporters, monitoring stories, strategizing campaigns, or proving ROI, PR automation tools can help communications professionals free up time and focus on what they do best—cultivating relationships and crafting messaging that will resonate.

Let’s explore some of the ways that PR automation can unlock communications teams’ productivity through AI and data-driven strategies.

As AI has grown in the public consciousness and become more commonplace in business settings, a common worry is that the technology will ultimately replace human professionals.

Sure, there are some who feel AI in PR automation strikes at the very heart of the profession—relations. After all, you can’t (or, at least you shouldn’t) automate your relationships with people.

But, while we wouldn’t want to automate everything, automation can certainly be used to handle some of the busy work that goes along with a PR pro’s role.

When leveraged correctly, automating some tasks, like media monitoring, media outreach, social media, and reporting can save time while also improving planning and results.

“Using tools to automate our tasks helps us be smarter about our work while improving our productivity,” said Wendy Marx, president, Marx Communications. "It transforms PR from an intuitive art to a more rigorous profession backed by data and analytics.”

AI-powered technology solutions like the Meltwater Media Relations Suite can help PR professionals get more done and create a PR strategy that produces tangible business results. By automating tedious manual tasks and arming PR teams with hard data, Meltwater empowers you to build more focused media relations programs, better understand your audience, and make more informed decisions.

Let’s take a closer look at how public relations pros are incorporating automation into their day-to-day work with a few examples.

Building media lists can be, well, tedious. With automation, it can be less so.

A technology like Meltwater’s Media Relations solution features a robust media database so PR professionals can be extremely focused in their outreach and pitching. Furthermore, our software automatically enriches the database’s journalist profiles with the latest information, and is regularly adding new contacts. 

Say goodbye to hours spent building a static media list — Meltwater makes that a thing of the past.

“After 10 years of manual searches to build outreach lists as a digital PR, automated list building has cut a job that used to take three days on average per release down to one morning’s work, max,” said Corinne Card, co-founder of Full Story Media.

Beyond the list building, automation can also help PR professionals with follow-up, making it easier to optimize outreach across your entire team. A solution like Meltwater features a CRM-like tool, which helps synchronize your team’s media outreach efforts to avoid situations such as journalists being approached about the same story by two different team members. 

This also helps keep track of interactions with journalists, which makes it easier to build relationships with them because you have a record of all previous engagements. With Meltwater Media Outreach, you can also effortlessly track metrics like emails sent, open rate, bounce rate, and more. These solutions are meant to help save you time while also making your outreach more effective. 

“By tracking who opened my pitches, I can tailor my follow-ups to reporters who may have glanced at my message and got sidetracked versus a message that was unopened, whether it’s because the reporter deleted the message without reading or it’s still waiting to be read,” Adam Yosim, Senior Account Executive, Stanton Communications.

Relying on the latest technology, you and your team can spend less time on manual tasks. Solutions like Meltwater now leverage generative AI to automate press release production. By leveraging Chat GPT, Meltwater’s PR Assistant can draft an AI-written press release for you; simply give the system a natural-language explanation of what your release should be about, and the tool will draft the copy. 

Want to see firsthand how Meltwater can help automate PR processes? Just fill out the form below and an expert will be in touch!

The media landscape has only grown in its complexity over the past decade. PR professionals need to know who’s talking about their brands or clients across traditional news, social media, blogs, podcasts, online forums, and more. This begs the question—how on earth are you supposed to do that?

Luckily, modern technologies can help automate the media monitoring process, combing through all of that data to find your team the right stories you need to inform your PR strategy.

A tool like Meltwater’s Media Monitoring solution scans more than 270,000 news sources across the globe. Plus, you can choose up to 15 different social media channels to monitor at any given time.

“Automated media mention reports every morning at 7 a.m. allow me to start my day knowing what’s happening in clients’ industries,” Chloe DeYoung, PR manager, Element explains. “I get alerts for my clients, their spokespeople, industry news, and even competitor mentions.”

Modern PR technologies can automate the process of collecting “clippings” so that teams can focus more of their time on creating effective campaigns and crafting relevant messaging instead of sifting through the news of the day. Furthermore, AI can scan all of that content and analyze it for mentions, sentiment, and more.

“In my first co-op placement, I did the ‘clippings,’” says Celia Sollows, president, The Little Public Relations Company. “We received news mentions via fax, waded through several newspapers, cut out stories, pasted them on paper, then photocopied and delivered them. Word count and analysis was done manually. Today I log in to a platform and get stories plus analysis.”

Automating this process is especially important when it comes to crisis management. 

With Meltwater’s social listening solution, PR professionals can build searches for your brand name and any other relevant keywords (e.g. product names, senior executives, etc.) that are likely to be mentioned when people are discussing your business and industry. You can also set alerts to be sent out to key stakeholders when there are any unusual spikes of those terms being discussed in social media. 

Tip: Check out our blog to learn how to create media monitoring analysis reports.

PR professionals need to be able to demonstrate the success of their efforts and show conclusive evidence that public relations delivers tangible business results. Unfortunately, the reporting process can often be a pain point for many PR teams.

But new technologies can automate much of the reporting process so PR pros always have access to dynamic, up-to-date metrics on their performance.

“Automation, if used correctly, can really help track campaign metrics,” says Kristina Markos M.L.S., communications instructor, Lasell College. “Having instant access to data and metrics is key.”

A solution like Meltwater gives PR teams access to customizable dashboards via our Analyze tool. With Meltwater, you can seamlessly track a wide variety of metrics critical to PR pros, including:

Our customizable dashboards are always updated with live data from whatever timescale your team chooses, whether that’s days, months, or even year-over-year. That way, you get the latest, most relevant information in a matter of seconds.

“When it comes time to report on our work as an agency, we’re able to see all-encompassing coverage, from traditional media, to social, to influencer content,” DeYoung says. “Then we work within analytics to track website visits and paths from our efforts.”

You can use these dashboards to build automated reports that are emailed at regular intervals. Plus, fresh media coverage can be shared via email with colleagues in an automated newsletter format, ensuring that the PR team's successes are consistently highlighted within the business.

Social media automation has changed the game for many a PR pro. Tools that allow brands to schedule posts to save time and enable them to draw more traffic to their site.

While automating social media posts IS convenient, it’s still important to engage with your followers.

“Social media is more than a dumping ground for links,” says Andy Crestodina, co-founder and chief marketing officer, Orbit Media. “It’s a place to have a conversation. If these automated social posts are the only thing in your stream, that’s not good.”

Furthermore, technologies like Meltwater can help you automate the reporting on your social media initiatives. 

Our social media management platform allows you to track your posts' performance in real time. You can see individual channel performance as well as a cross-channel view that highlights the top content across all your social channels, both paid and organic. You can also break out analytics to follow a specific campaign and compare those results against your normal social programing. 

Automation plays a vital role in planning your campaigns and PR strategy. PR pros need to understand the topics that audiences care about and the conversations happening online that your brand could be a part of.

A social listening solution like Meltwater could help you tap into these conversations. This allows you to keep track of trending topics so you can jump on stories before your competitors. 

Leveraging automation and data-backed strategies to capitalize on trends will help your brand stay visible in the vast online media landscape, as well as show that your team has a finger on the pulse of your audience’s interests.

“Knowing what type of content is resonating with which audience during what specific time is everything,” said Lauren Cranston, PR and Social Media Specialist at Skyword. “Because social media activity fluctuates, having that automated information at my fingertips is essential to helping build strategy.”

The world’s leading PR agencies are leveraging automation and AI to plan campaigns, monitor media sources, provide holistic reporting, and much more. In today’s fast-paced online media environment, it’s simply too much for any one team to stay on top of all of these tasks without some help from technology. 

Technologies like Meltwater can help PR professionals automate processes, make more informed decisions, achieve better results, and provide the data and analytics that prove the ROI of PR strategies. 

That way, teams can be more efficient while staying true to the relationship-building at the core of the profession.

Learn more about how Meltwater can help you automate PR processes when you fill out the form below:

What Does PR Automation Mean for PR Pros?

You can learn a lot about your customers on social media. Whether they’re engaging with your brand or having completely separate conversations, you can get to know more about them, what they like and don’t like, and most importantly, what drives them to buy. Social media insights let you tap into this information so you can use it to your advantage. 

When using social media insights, you’ll focus on three priorities: how to collect them, how to understand them, and how to use them in your business. 

We’re going to cover all of the above so you can start using social media to get better business outcomes.

Leveraging Social Media Insights for Business Growth

Key Metrics and Analytics for Social Media Insights

Tools and Techniques for Gathering Social Media Insights 

Case Studies: How Businesses Have Leveraged Social Media Insights

We define social media insights as the valuable data points that reveal trends, patterns, and audience behaviors. These insights go beyond likes and shares. Ultimately, they reveal what your target audience likes, their preferences, habits, or needs, how they feel about a brand, and what drives them to act.

Discovering who your customers are based on customer profiling, demographics, shared interests, and other customer segments

Analyzing customer sentiment about a particular topic or campaign

Learning what customers love about your product or service

Finding opportunities for improvement based on customer comments and feedback

Knowing the best times of day to post content so your audience will see it

Businesses can use social media insights to create content strategies that resonate with their audience. By doing so, they can boost engagement and conversions and grow their bottom lines.

Social media insights can help marketers improve decision-making, expand their reach, and increase conversions. Let’s look at some ways that the right insights can enable business growth.

Social media insights can reveal a lot about how your audience engages with content on social media and the types of content they prefer. Using a social insight tool like Meltwater, you can learn more about what your audience talks about, the content they engage with, and the actions they take (such as clicking links and converting to leads).

These insights can contribute to business growth by meeting your audience where they are and giving them what they want. The more you cater to their preferences, the more likely they are to stay engaged and become your social media advocates.

Want to see how Meltwater's social listening solution can provide in-depth data on your audience? Fill out the form below and an expert will be in touch!

Using social media insights, marketers can decide what content to create, the best formats for engagement (e.g., videos, blogs, memes), and where to post them.

Let’s say you start receiving an influx of DMs about a certain product or feature. This might inspire you to create videos, fact sheets, FAQs, or even separate landing pages that address their questions.

Or maybe you find that most of your audience isn’t watching your videos in full. You might opt for shorter videos or try other content formats.

These insights can help you optimize your content strategy outside of social media, too. By learning what your audience likes and doesn’t like, you can use these insights to drive your entire content strategy — including email, webinars, landing pages, and more.

Tip: Check out our guide for building a comprehensive content strategy, complete with a free content calendar template!

The Meltwater Blog

Making an Impact With Word-of-Mouth Marketing

What Does PR Automation Mean for PR Pros?

Leveraging Social Media Insights

Social Media Research: A Comprehensive Guide

South Africa's Financial Services Industry: Top Marketing Trends

Complete Guide to Social Media Reporting

The Met Gala 2024: A Social Media Deep Dive

Social Media Statistics for Malaysia [Updated 2024]

Customer Segmentation Models: Types, Benefits & Uses

5 Tips on How to Optimize a Press Release for SEO

What is Audience Segmentation? Model, Tips and Examples

Brand Advocacy: What It Is And Why It Is Important For PR