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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

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

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 insights 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!

When you run marketing campaigns on social media, you automatically collect data and insights on those campaigns, but likes, comments, and shares don’t tell the full story. When you compare campaign data to other campaigns, you can start learning more about what makes a campaign effective.

For example, you might notice that a video ad campaign got more views, traffic, and conversions compared to a static ad campaign. You might also compare things like creative elements, calls to action, and the product being promoted to find the common denominators of your most successful campaigns.

Over time, these social media insights can help you craft more impactful campaigns and maximize your marketing budget.

Read more: Dive into our Complete Guide to Campaign Measurement, learn more about the top marketing campaign measurement tools, and take a look at the most important marketing metrics to help with your measurement.

Customer segments refer to multiple customers who share characteristics. The deeper you dig into your social media audience, the more you can uncover about their preferences, interests, habits, and decision-making processes. These social media consumer insights can tell you a lot about why customers buy, what motivates them to act, and how to capture their interest.

When you uncover new segments, you can create content and campaigns that speak directly to the unique attributes of these segments. 

It’s easier to personalize your marketing and optimize your budget when you can narrow your focus to niche audiences. You also have a better chance of getting their attention when you can speak directly to their needs and interests.

Social media insights can act as an early warning system for potential reputational risks. Monitoring brand mentions, sentiments, and information spreading through social channels helps marketers identify issues and respond to them accordingly. 

Timely and effective responses can mitigate reputational damage and even turn challenging situations into opportunities for growing your brand image. Take advantage of these moments to demonstrate your customer service and commitment to quality.

Tip: Want to learn more about reputation management? Check out our article on the best reputation management software and services.

Marketers need to collect the right metrics that will help them understand and use their insights. Let’s review some key areas you can analyze to make better business decisions.

We define reach as the number of unique people who see your content, while impressions refer to the number of times people see your content. One person might see the same content multiple times, which is why we differentiate between reach and impressions.

Both are necessary when talking about social media insights. This helps you see whether your content is being seen and how many people you’re reaching with it. They also add context to your engagement metrics (more on those in a moment) — if reach and impressions are high but engagement is low, you might be targeting the wrong audience or need to improve the quality of your posts.

Tip: Read our full breakdown of social media metrics and their importance.

Typical engagement metrics such as likes, shares, comments, and views give you a great starting point for deeper insights. These metrics can help you see how your audience responds to your content.

While engagement rates aren’t everything, they do help brands learn what their audience likes. Content that gets high engagement can inspire future content decisions. If your content gets a sudden spike in engagement, you’ll know you’ve struck a chord (or a nerve) with your audience.

Learn what drives engagement and build on your successes — and avoid repeating your potential failures.

Customer sentiment and brand perceptions are a little harder to calculate just by looking at the numbers. Instead, you can use social media analytics tools like Meltwater to learn more about the emotions and context behind conversations.

We define customer sentiment as the way people feel about a brand or topic. It’s not something we measure by likes and shares, as you don’t know each customer’s motivations behind their engagement. Sentiment analysis adds this extra layer to the puzzle by revealing what people are saying and how they’re saying it.

Learning about customer sentiment can also help you understand how others perceive your brand. You can use these insights to see whether your branding and messaging are creating the results you want or missing the mark. From there, you can take control of the narrative and shape the perceptions you want them to have.

Tools and Techniques for Gathering Social Media Insights

Your social media analytics are a great place to start gathering insights. But these tools don’t provide a complete picture. Beyond engagement rates, reach, and impressions, you can use other tools and techniques to peel back the layers of your social media impact. Here are a few social media insights examples to get you started.

Sentiment analysis tools are purpose-built to look for context behind comments and behaviors. These tools analyze text data from various sources such as social media, reviews, and surveys to gauge how customers feel about products or services.

This allows marketers to track trends in sentiment over time. They can also get real-time insight if there’s a potential problem that needs to be addressed. These tools are valuable not just for learning about customers but also for protecting your brand’s reputation.

Tip: Learn more about sentiment analysis, and sentiment analysis APIs.

We talked earlier about customer segmentation. Dedicated tools can uncover hidden connections and links between customers so you can identify new segments at scale.

Customer segmentation tools use data mining and analysis to group customers or social media users based on behaviors, demographics, engagement, and other criteria. 

Tip: Check out our customer segmentation examples to learn how to use segments in marketing for social media and beyond.

Companies of all sizes and industries can benefit from social media insights. From discovering who your audience is to learning how they engage with you (or other brands), take a page from the playbook of brands using social insights right. 

For example, Domino’s France uses Meltwater to glean social media insights and create more effective content. Meltwater helped the brand bring its social media management in-house and stay in the loop about all things pizza. Their team relies on Meltwater to learn about real-time traffic spikes, engagement, and sentiment, which allows them to be responsive with content and messages.

Hyundai is another example of social media consumer insights done right. The car brand uses these insights to learn the general sentiment about electric cars and know how to discuss the cars with their audience. 

One final example is realme, a trendy consumer tech company with a global presence. The company uses Meltwater to stay ahead of trends and topics on social media, monitor share of voice, and see how others are talking about their products.

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

Leveraging Social Media Insights

Social media research helps you unlock the potential of social content for business. We’re living in a world where tweets hold power and likes shape perceptions. When you know what to publish and who you’re posting it for, you can construct a stronger strategy that helps you meet key goals.

Data isn’t just about numbers; it’s about uncovering narratives and following the breadcrumbs of likes, shares, and comments to gain deeper understandings. There’s a method to the madness of selfies and status updates. The right approach to social media research helps you learn more about the collective consciousness of society — and use it to your advantage.

Let’s explore the language of social media likes and shares and dig beneath the surface of our digital interactions.

Tools and Techniques for Social Media Research

Understanding the Difference: Social Media Research vs. Traditional Research

Harnessing the Power of Social Media Research for Your Business

Ethics and Privacy in Social Media Research

Success Stories: Real World Examples of Social Media Research

Social media research is the process of using social media data to learn about trending topics, audiences, and content performance. Reviewing social data gives you quantitative insights (e.g., engagement rates, best posting times), but it can also lead to qualitative learnings like human behaviors, preferences, and opinions.

When conducting social media research, companies can look for patterns and sentiments to drive their social media marketing strategy. They can decide what content to create, which channels to post on, how to reach their audience, when to post content, and a myriad of other decisions that will lead to faster results.

There’s no single best way to do social media research. You can manually review engagement on your posts or look at your competitors’ content. Or you can use third-party social listening tools to aggregate social data for you. 

Social media research can be formal (like a traditional research project) or informal. You might have a certain goal in mind, or you might not know what you’re looking for and just want to see what pops up. 

No matter what channels you choose, you can gain a wealth of insights from built-in social analytics. Platforms like Facebook, Instagram, and Twitter give you instant intel about your content performance and audiences. 

Even better, you don’t always need to know what you’re looking for. You can start combing through your analytics, then jot down questions or ideas you want to explore further.

Tip: Learn more in our blog The Complete Guide to Social Media Analytics.

Google Alerts is a free and underrated tool that gives you unique angles and insights on a given topic. You can set up a Google Alert related to a keyword or topic of your choice, then receive a daily digest of articles published on that topic. 

The Meltwater Blog

Making an Impact With Word-of-Mouth Marketing

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]

5 Tips on How to Optimize a Press Release for SEO

Customer Segmentation Models: Types, Benefits & Uses

What is Audience Segmentation? Model, Tips and Examples

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

13 Customer Segmentation Examples to Grow Your Business