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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

Twitter community notes are a social media management tool that can help fight misinformation and disinformation — and not a moment too soon. One in five Americans receive their daily news and information from social media platforms, including X/Twitter. It’s essential that they receive accurate and reliable information; otherwise, they risk spreading fake news that shapes others’ opinions and decisions.

X, formerly Twitter, introduced community notes to help add context to content. This feature allows users to share additional information to give readers a more complete understanding of what they’re reading.

If you post on X/Twitter, you’ll likely encounter community notes at some point. Here’s what you need to know about them and how to use them to your advantage.

The Impact of X/Twitter Community Notes on Misinformation

Never Miss an X/Twitter Community Note with Meltwater

Twitter community notes allow users to add context to misleading or inaccurate posts. Unlike comments, which appear below the post and aren’t always visible without clicking the post, community notes are always visible. 

The goal is to correct misinformation and disinformation at the source so people can think twice about sharing the post or forming an opinion.

Community notes are a collaborative process. X users can sign up for the Birdwatch program, which allows them to leave notes and rate other contributors’ notes.

Contributors can leave notes on any post, but those notes won’t be visible until enough contributors rate the note as helpful. 

In this way, notes receive multiple perspectives before they go public. This helps to fight disinformation so that no single person has too much control over community notes.

Anyone who meets eligibility requirements can sign up to be a contributor. Here’s how it works:

To be eligible, you’ll need to meet a few criteria:

You have no recent violations of X’s community rules 

Your Twitter/X account is at least 6 months old

X approves new contributors on a periodic basis, so you might not be approved right away.

Once you’re approved, you can create an alias to keep your ratings anonymous. No one has to know it’s you!

Now you can start rating notes. Open the X app and navigate to the Community Notes section. Start reading and rating!

Eventually, you will gain the option to write your own community notes. You will need an impact rating of at least 5. Your impact rating will increase as your ratings help notes earn a helpful or unhelpful status. 

You can track your progress in unlocking notes via the community notes profile.

Let’s review a few other points worth mentioning:

Community notes do not come directly from X/Twitter and do not represent the company’s views on a given topic.

Posts that receive community notes will not be removed or addressed by X/Twitter unless they violate X’s rules, terms of service, or privacy policy.

Not all community notes will become visible to users — only those that receive enough helpful ratings.

Once you unlock the ability to add community notes, you can open the X app, click the three-dot menu in the top corner, then choose Write a Community Note. 

Each note follows a process to ensure you’re adding valuable context to a post:

Answer multiple-choice questions regarding why you’re writing a community note.

Write a brief note to share more context on the post.

Specify whether the additional context is required because the post is misleading or if the extra information would be helpful.

When you’re done, wait for other contributors to read and rate the note. Watch your Writing Impact score improve as people rate your notes as helpful.

You can also delete community notes you’ve written by tapping the three-dot menu in a note, then tapping Delete.

Contributors have limits on how many notes they can write in a 24-hour period. These limits are based on each writer’s Impact Score and helpful note hit rate (Writing Impact divided by the total number of notes written). 

For contributors with a negative score, the limit is 1.

For all other contributors, the minimum is either Writing Impact + 5 OR Hit Rate x 200.

Community Notes are not a popularity contest. Instead, the feature's goal is to find people with differing points of view and help them come together to fight misinformation and disinformation. The notes need to be genuinely helpful to all readers, regardless of their points of view.

Studies show community notes have helped to counteract disinformation and misinformation, particularly around COVID-19 and vaccines. Reviewing over 65,000 notes on COVID-19, nearly half of them cited high-authority sources and 44% cited moderately trustworthy sources.

While X/Twitter says that community notes are not effective at dispelling all instances of misinformation, it has shown a positive impact in these ways:

X users repost content 61% less often once it receives a community note.

Original posters delete their content faster once they receive a community note.

Users perceive community notes as significantly more trustworthy compared to other misinformation flags.

However, it’s worth mentioning that community notes are a lagging indicator. These notes apply to posts that have already been seen by the public. If posts contain misinformation or disinformation, some damage has already been done by the time the post receives a community note.

Tip: Read more about how you can fight fake news on social media.

At Meltwater, we see Twitter community notes as opportunities to ensure a strong content strategy from the get-go. The more you see and learn from community notes on Twitter, the better you can adjust your own content. 

These notes encourage creators and brands to be clear about the messages they publish or share (and hopefully avoid getting a note on your content).

Meltwater helps you stay on top of trending topics with advanced social listening. Brands can use our platform to learn more about what people are talking about and how they’re discussing those topics. Learn multiple sides of every conversation and see whether other posts are receiving community notes before you talk about similar subjects.

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

What Are X / Twitter Community Notes And How Do They Fight Disinformation?

U.S. newspapers have been a part of American culture for centuries and have played an essential role in informing the public about current events. With the rise of digital media, many people believe that newspapers are no longer relevant. However, this couldn't be further from the truth.

Newspapers continue to play a vital role in shaping our society, providing readers with in-depth coverage of local and national news stories. Many have embraced digital transformation to reach more readers than ever.

And it's working. According to Redline, both The Wall Street Journal and the New York Times have seen steady increases in their digital subscriptions:

Print subscriptions, however, are going down — and according to Pew Research, time spent on news websites is also decreasing:

Despite these challenges to the news industry, many newspapers across the U.S. have managed to stay relevant. Here’s a closer look at the largest U.S. newspapers and how they continue to build trust and share information in the digital era.

Which Was The First Newspaper in US History?

US Newspapers Still Play a Role in Today’s Media

It’s estimated that there are just over 20 million daily newspaper copies (both print and digital) in circulation as of 2022. Here are the five biggest U.S. newspapers these copies are coming from.

Total subscribers: more than 3.749 million

Based on circulation numbers, The Wall Street Journal (WSJ) is among the largest daily U.S. newspapers, with more than 3.9 million subscribers.

This includes more than 3 million digital subscribers as well as 649,000 print subscriptions.

During COVID, the newspaper saw incredible subscription growth jumping 19% in digital subscriptions to reach 2.9 million.

One of the most trusted names in U.S. newspapers, The New York Times is also one of the longest-running names in print.

Like WSJ, the New York Times is doubling down on digital and has announced goals of reaching 15 million total subscribers by the end of 2027.

It currently boasts 10.3 million paying subscribers across print and digital formats.

Found in hotel rooms and newsstands across the country, USA Today is one of the most recognized U.S. newspapers. It boasts a strong online presence and reaches an estimated 2.6 million daily readers. 

trusted source for political news and breaking developments

Another newspaper embracing digital transformation, The Washington Post has 3.5 million total subscribers and 2.5 million digital subscribers. Given its location in Washington D.C., The Washington Post is a trusted source for political news and breaking developments that affect every corner of the country.

Sunday print edition subscribers: more than 1.6 million

Largest metropolitan newspaper in the U.S.

Los Angeles Times is the largest metropolitan newspaper in the U.S. It brings more than 1.6 million readers to its Sunday print edition and has a combined print and digital audience of 4.4 million subscribers.

The above U.S. newspapers all boast a powerful online presence, allowing them to reach more readers who prefer digital media to traditional print. In addition to these, there are a number of other newspapers that exist solely online.

Touted as a progressive American news source, HuffPost was a pioneer of online-only newspapers.

The site earns an estimated 50 million visits each month, on average. It features both localized and international content spanning a wide range of categories, including

True to its digital format, the site also features multimedia content, including photos, video blogs, and audio.

U.K.-based newspaper with a special edition for the U.S.

The Independent is a U.K.-based newspaper with a special edition for the U.S.

It’s available online as well as in app form, which has helped the company to reach 5 million registered users.

Paid subscriptions account for 20% of its revenue

The Daily Beast is an online-only news source that earns an estimated average of 18.6 million organic visits each month. In recent years, the site has tested paid subscriptions, which now account for 20% of its revenue.

While many U.S. newspapers charge a fee for a subscription or per newspaper (even online), some newspapers offer their content for free.

Content: news, sports, entertainment, and lifestyle

Geo Focus: San Francisco Bay Area, national and international news

SFGate is a free online newspaper that provides news, sports, entertainment, and lifestyle content.

Most of its content is focused on the San Francisco Bay Area, but the publication also covers national and international news. SFGate also features a range of lifestyle content, including food, travel, fashion, and health, and provides comprehensive coverage of local sports teams.

List of the 16 Largest US Newspapers

It’s easy to see the value of using a macro-influencer in a marketing campaign. They have huge audiences. They’re well-seasoned in the influencer marketing game. And they know a thing or two about content creation. But is a macro-influencer right for your campaign?

Influencers come in all shapes and sizes, from big-name celebrities to nano-influencers with a few thousand fans. And guess what? There are ways for all of them to make an impact. The key is finding what makes the most sense for your campaign goals, audience, and budget. In some cases, a macro-influencer is a solid middle-of-the-road option to supercharge your campaign.

Let’s define what a macro-influencer is and how to find them for brand collaborations.

How to Identify the Right Macro-Influencer for Your Brand 

Maximizing the Impact of Macro-Influencer Campaigns 

Case Studies: Successful Macro-Influencer Campaigns 

How to Use Meltwater for Successful Macro Influencer Campaigns

We define a macro-influencer as a content creator with a large following. Macro-influencer follower count is anywhere between 100,000 and 1 million followers. 

Many macro-influencers tend to come from television, sports, or other prominent roles. They’ve usually acquired their followers at a much faster pace than micro-influencers or nano-influencers, given their built-in visibility and popularity. Still, they’re not quite household names like A-list celebrities or the president.

So, what's the difference between nano-influencers, micro-influencers, macro-influencers, and mega-influencers? It mostly comes down to the size of their followings. 

Nano-influencers generally have anywhere from 1,000 to 10,000 followers, while micro-influencers have between 10,000 and 100,000 followers. As the name suggests, mega-influencers are the highest-ranking category of influencers, with over 1 million followers.

Influencer marketing isn’t just about promoting clothes, shoes, and beauty products. Companies of all sorts and sizes are leveraging others’ strong social followings to grow their brand reach. Here’s how you can start searching for a macro-influencer who connects you to your target audience.

You could search social media channels manually to find influencers in your niche. Or you could make the process easier by using purpose-built influencer discovery tools. 

For example, Meltwater's influencer marketing platform lets you search for influencers based on specific criteria, like macro-influencer status, audience size, engagement rates, niche, and more. These tools can help you shortlist macro-influencers who might be a good fit for your campaign. From there, you can do your due diligence to continue vetting them.

As you explore your options, don’t just look at follower count. Engagement rates help to tell a more complete story about an influencer’s effectiveness. 

Fake followers abound, even with macro-influencers. Some influencers purposely create fake accounts to make it look like they have a larger audience.

Or in some cases, followers might not be interested in the content the influencer creates.

A high engagement rate usually means a more active and interested following. This means your brand collaboration is likely to be seen by more people.

Review the influencer’s content to see how it aligns with your brand and preferred style. Their content should be high quality, professional, and ultimately resonate with your target audience. 

For example, if the influencer uses curse words in their content, will this reflect poorly on your brand, or does their language fit right in? Do you share specific values, such as vegan-friendly products or family-oriented content? Finding close alignment in values and content quality will help your brand resonate with your influencer’s audience.

Macro-influencers are in hugely demand, which means they may already have experience in collaborating with brands. Check out their content to see who they’ve promoted in the past. Make sure they haven’t collaborated with brands with whom you don’t want to associate — remember, the influencer will be an extension of your brand!

Once you find some macro-influencers who might be a good fit, introduce yourself and see where the conversation goes. This is a great opportunity to ask questions about their audience, the types of content they like to create, the brands they believe in, and the values that matter to them. 

Sometimes, you can gauge these things by looking through their content and influencer metrics. But it’s helpful to compare your data to their words and get a better idea of who you’re working with.

Want to see how Meltwater simplifies connecting with influencers? Click here and fill out the form below for a personalized demo!

Audience size alone isn’t enough to guarantee a successful collab. Here are some ways you can maximize the impact of your campaign while letting your influencer partners take the lead.

While you should default to your influencer’s best judgment in terms of content creation, you should also be vocal about your goals. Tell them what you want to get out of the partnership, whether it’s growing your own social media following or making immediate sales. This will help the influencer decide the best way to promote you.

Give the influencer plenty of details to help them do their best work. A campaign brief can include the goal of the campaign, the product being promoted (if applicable), target launch date, campaign duration, links to your landing page or product, special discount codes, and other information. This gives the influencer all the direction they need while also allowing them creative freedom to maintain their authenticity.

Tip: We have an influencer campaign brief template that works ready to go for you! Download it right here.

Along with a campaign brief, you can also share your brand style guide and other guidelines. This gives influencers an inside look at your brand so they can promote you in an authentic way. For example, your guidelines might have specific words or phrases you like to use in your marketing. 

Use social media analytics tools to track your campaign in real time. If you’re using Meltwater, you can view things like engagement rates, number of posts, and earned media value from within the platform. Pair insights across multiple analytics tools to get a full picture of your campaign’s success.

Working with macro-influencers takes a little more finessing and strategy compared to working with smaller influencers. Macro-influencers typically work with more than one brand at a time. They charge more per post. And they’re more selective about the brands they partner with.

To break through their radar and start a collaboration, these best practices can help.

Influencers know their audiences like no one else. Give them the freedom to create content their own way. It will feel more natural and authentic to their followers.

Macro-influencers tend to treat their collaborations more like a business compared to smaller influencers. For many, brand partnerships are a primary source of income. Maintain this all-business attitude with an influencer contract that protects them and your brand. The contract should be clear on deliverables, timelines, payments, and other terms. This ensures everyone stays on the same page.

Payment per post isn’t always enough to establish a collaboration with a macro-influencer. They’re used to brands wooing them with influencer gifting, so consider what else you can offer. This might be payment plus a free product sample, exclusive content, or something else that will entice them.

Brands around the world are finding success with macro-influencer marketing. Take a look at these macro-influencer examples to inspire your next campaign.

Global sports brand Puma caters to diverse audiences, and the brand wanted an easy way to localize its content. The agency it hired leveraged Meltwater data to surface niche audiences in specific cities around the world. 

Finding influencers for this campaign would have been difficult with manual processes. Having audience data at their fingertips made it easy to find the best-fit influencers, particularly those with an engaged following.

Non-profit organization Starlight Children’s Foundation relies heavily on donations. Using influencers to promote charitable giving has allowed the organization to help more children and teens in need.

The organization used Meltwater to learn more about each influencer, view past content and brand collaborations, track engagement rates, and more. This ensures a positive brand fit before they engage in a partnership.

Macro-influencers aren’t just people. Based on the macro-influencer definition of having at least 100K followers, it can also be a social media account based on a specific topic.

This was the case for BBVA, which tapped into a popular TikTok account to grow awareness about carbon footprints and the importance of protecting the environment. The company sent 28-meter-long footprints to Lugo, Barcelona, and Madrid to illustrate its environmental values, then used the Ac2ality TikTok account to share its PR stunt.

Meltwater's influencer marketing platform gives you end-to-end influencer management in a single platform. You can discover, vet, and connect with macro-influencers based on your criteria. Send them messages, manage contracts, view content, and track performance from one place, giving you the best visibility into every influencer and campaign. 

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

What Is a Macro-Influencer and How to Leverage Them

A lot of work goes into launching a marketing campaign. But once all of your copy and creative go live, your work isn’t done — your marketing campaign management skills will help you get the most from your efforts.

Even with good planning, you’ll need to manage all the moving parts of your campaign — before it goes live, during the campaign, and after the campaign ends. Marketers need to be prepared to make adjustments at any time, which means tracking the right data and knowing when to shake things up.

Here’s how you can become a campaign management master to keep things fresh and exciting for your audience.

What Are the Key Components of Campaign Management?

What Are the Benefits of Campaign Management?

How Does Marketing Campaign Management Work?

Best Practices for Effective Campaign Management

How to Do Campaign Management With Meltwater

Campaign management is the art of juggling all the parts of a marketing campaign. Your goal is to make sure that all of these parts harmonize with each other and resonate with your audience.

The Meltwater Blog

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