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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

As critical figureheads, Chief Executive Officers play a key role in how corporations are perceived by the public, and so it's vital that organizations keep their fingers on the pulse of CEO-focused media.

In collaboration with .companion, a data consultancy and KPI expert, Meltwater presents the 2023 CEO Echo; a monthly media intelligence analysis of CEOs heading up some of the world's largest brands. The ranking leverages Meltwater's media intelligence capabilities and automated analysis by the .companion bot to offer readers highlights and benchmarks across the following areas:

CEO Echo for August 2023: 33% less CEO mentions

Last month, the .companion CEO metrics bot found 33% less CEO mentions than the average of the previous months. Overall, 76% of mentions captured by the CEO Echo were generated by editorial online content, while social media generated 24%. In August, CEO Echo content saw engagement drop by 87%. 

47% of all CEO mentions were related to financial news, meaning they simply referred to company figures that are often required to be disclosed by law. In contrast, the context of 53% of mentions was linked to corporate agendas. Overall, the tonality of mentions was equally positive and negative.

Pat Gelsinger, Intel CEO, dominates with 5% CEO Echo coverage

What role does a CEO play in a company's overall corporate messaging, whether voluntary or involuntary? The CEO Footprint aims to answer this question. 

In August, Pat Gelsinger, CEO of Intel, received the highest amount of media coverage. His share of voice totalled 5.1%, the largest footprint of all top board members. In second place was Leonhard Birnbaum, CEO of E.ON, with 3.8%, and Bernard Looney, CEO of BP, took the third spot with 3.7% share of all mentions. 24% of conversations around Gelsinger's echo were not related to company financials, and thus were above average for agenda-driving topics and content. 83% of the Intel CEO's echo came from editorial media and 17% from social media. Content that mentioned Gelsinger generated 2 interactions (clicks, shares, likes) per mention. This shows that audiences are disengaged and made Gelsinger the 123th most engaged CEO in the ranking. In total, mentions for Pat Gelsinger were more often positive than negative. We can assume this had a corresponding impact on his overall reputation.  

Mowi's CEO, Ivan Vindheim, takes the number 1 spot  

Two common goals widely shared by media teams are communicating key messages and building a favorable reputation, both of which rely heavily on editorial mentions. The Communication Excellence ranking analyses and aggregates media volume (removing financial report listings). 

Ivan Vindheim, CEO of Mowi, was ranked first in August. Outside of the paywall, 45% of his digital echo discussed the CEO in stories beyond financial figures. Stories generated 311 engagements per mention, signifying readers are highly interested. Furthermore, coverage was more negative than positive. As a result, the response to Mowi’s CEO received 8.8 points. Gustav Witzøe, CEO of Salmar came in second place with a score of 6.6 and Geir Karlsen, CEO of Norwegian Air Shuttle, took third place with a Communication Excellence score of 5.8.  

Hylton Kallner, Discovery’s CEO, wins first place

Simply having a social media profile is not enough. If you want to have an impact on opinion leaders outside of editorial offices or on consumers and digital elites who are not easily accessible through the mass media, you have to be mentioned frequently on social media. The Social Excellence Index answers whether a company's attempts at this have been successful. 

Last month, Hylton Kallner, CEO of Discovery, topped the ranking with a Social Excellence score of 2.9 points. 72% of the conversation came from social media and his engagement was somewhat indifferent with 4 interactions per mention. Moreover, the sentiments of his mentions were 95% positive, meaning Kallner was ahead of runners-up Dominik von Achten, CEO of Heidelberg Materials, with 2.4 points and Mathias Döpfner, CEO of Springer, who placed third with 2.0 points. 

Svein Tore Holsether, CEO of Yara International, has the highest number of mentions surrounding social responsibility  

The .companion metrics bot also determines whether CEOs appear in the digital media echo as leaders in the context of the UN's sustainable development goals, e.g. in the context of social responsibility or climate and environmental protection. Our Responsibility Index shows how well this has been achieved. For this index, the metrics bot only analyses mentions related to this topic. 

In August, Svein Tore Holsether, CEO of Yara International, saluted us from first place in the responsibility ranking, with 65% of Yara International CEO's mentions related to social responsibility topics. His engagement rate was 287 which can be considered highly interested. The tonality of media conversations was more negative than positive. Overall, Tore- Holsether’s Responsibility Index came to 14.5. Jean-Pierre Farandou, CEO of SNCF, followed in second place with 3.7 points, and Anders Christian Dam, CEO of Jyske Bank, in third place with 1.5 points. 

Hilde Tonne, CEO of Statnett, takes the number 1 spot for the financial echo 

CEO mentions in the context of balance sheet figures offer little scope for setting content-related agendas but are crucial for building investor confidence. In this environment, the metrics bot determines which CEOs were mentioned from a financial standpoint, forming an index for investor communication. 

In August, the .companion metrics bot identified Statnett's CEO, Hilde Tonne, as the top communicator for investors after she achieved 28.0 points. 80% of her mentions were related to the financial environment, which is 41.4 times this month's average. Her readership was highly interested, indicated by an engagement rate of 599, and she experienced as much positive as negative comments. She is followed in second and third place by Svein Tore Holsether, CEO of Yara International, with 6.4 points and Jens Henriksson, CEO of Swedbank (2.7 points). 

Media conversations were tracked and analyzed globally with the help of the market-leading monitoring tool, Meltwater

All content is in German and/or English and publicly accessible across websites, forums, and social media

The text and content of the CEO Echo are generated automatically by the .companion metrics bot

All Excellence index values are based on three criteria: 
1. How often the respective CEO is mentioned in a certain context 
2. How many of those mentions were positive
3. How many engagements did those posts and articles received

While it is necessary to have an above-average share of mentions in the respective category it's still possible to score high on a certain index despite one of the sub-criteria receiving results that are somewhat sub-par


For individual evaluation or questions about the KPI bot, please email contact@companion.de 

For a customized report involving any given CEO, please email contact@companion.de.

For further information on Meltwater's brand and reputation management services, including 1-1 advice for your business or the creation of a more advanced brand/CEO media analysis report, simply fill out the form below.

Gain insight into which CEO's are leading today's conversation. Access the dashboard here and filter for CEO, industry, company, or country and get direct get powerful insights visualized in mentions and hashtags.

The CEO Echo | August 2023 Rankings | Categories: Communication, Social, Responsibility & Investor Excellence

The couple that influences together stays together! Today there are many influencer couples on Instagram. For brands, this means double the staying power, and double the cross-promotion opportunities!

Couple influencers on Instagram cover a wide range of niches. Some of the most popular topics for couples influencers include parenting & relationships, and travel.

We’ve compiled a list of the top Instagram couple influencers to help you find the perfect fit!

We used Klear, a Meltwater offering, to rank the top couple influencers on Instagram by followers and other key engagement metrics.

Rather than looking just at the follower number, considering "true reach" helps you see a more contextual and accurate representation of an influencer's effectiveness. It takes the engagement rate into account, which is an important measurement if you want your influencer posts to make an impression, encourage conversions, and help you reach your influencer marketing goals.

Let's look at the top Instagram couples that you can partner with:

4. Daniel Rueda & Anna Devis, @anniset + @drcuerda

6. Sohee & Ben Carpenter, @soheefit + @bdccarpenter

7. Travelling Husbands, @travelling.husbands

8. Globetrotter Guys, @theglobetrotterguys

Tip: Learn How to Find Influencers to Partner with Your Brand, take a look at the top global Instagram influencers, and check out the top Facebook influencers. We also have local Instagram influencer lists: The top Australian Instagram influencers, the top Instagram Influencers in Malaysia, the top Instagram Influencers in Hong Kong, top Instagram influencers in Singapore, and the biggest Swedish influencers.

Instagram engagement rate on sponsored content: 5.3%

Cost n’ Mayor is a dancing duo powerhouse, sharing delightful, silly, and nostalgic bite-size dances in their Instagram Reels and videos.

Known for matching outfits, perfect synchronization, and unique sources for “music” (such as the “laundry’s done” jingle on Samsung washing machines), they’ve cultivated a fun community who now frequently make requests.

One of their popular series involved creating a dance move for every single iPhone notification sound. They frequently work with a wide range of brands and have their own line of lounge wear.

Instagram engagement rate on sponsored content: 1.9

Portuguese influencer couple, Raquel & Miguel are known for their lavish travel lifestyle, and sometimes controversial tactics to capture that perfect Instagram moment.

But they have amassed a following 1.3 million Instagram followers and regularly work with various luxury brands.

Instagram engagement rate on sponsored content: 2.2%

Christina & Robert are an Instagram couple living their best life in the desert heat of Arizona.

They share fun slices of everyday life, accomplishments, and milestones as homeowners and parents. As interior decorators, their influencer content centers around various retail and decorating partnerships and tips for making your space feel equally as homey.

Instagram handles: @anniset + @drcuerda

Sponsored content engagement rate on Instagram: 3.9%

This unique couple on Instagram doesn’t have a joint account, but each of their individual handles showcase an almost identical feed (which isn’t necessarily recommended practice, but seems to work for them).

Spanish couple Daniel Rueda and Anna Devis are photographers and artists who post unique color-matching and illusion photos. They collaborate with many different brands, sharing with their 540+ Instagram followers.

Sponsored Instagram content engagement rate: 1.74%

Allie and Sam are a lesbian Instagram couple who share their couple and parenting journey, as brand new moms, with their followers.

Their feed is full of pure joy and love, and definitely worth a follow if you ever need a pick-me-up.

Instagram handles: @soheefit + @bdccarpenter

Sohee Fit and Ben Carpenter Instagram followers (combined): 990.8K

Sohee Fit Instagram engagement rate: 1.91%

Ben Carpenter Instagram engagement rate: 3.1%

Sohee and Ben Carpenter are a married fitness influencer couple who focus on nutrition and encouraging healthy approaches to body image, gym culture, and weight loss.

They do not have a joint couples account on Instagram, but regularly boost each other's posts and accounts in Stories. They also frequently film collaborations, often with a humorous twist.

Engagement rate for sponsored content: 19.9%

The Travelling Husbands are Australian couple Luke & Craig.

Based in the UK, their travels take them all around the world. They post beautiful photos, and bring their 13K+ followers on Instagram on their personal journeys as well as their travels, offering tips for the LGBTQ+ community along the way.

Tip: Take a look at the Top Australian (Instagram) Influencers [2023], The Best Australian TikTokers, and The Biggest Australian YouTubers

Engagement rate for sponsored content: 3.7%

The Globetrotter Guys are another traveling couple, also based in the UK.

Their feed, like Travelling Husbands, centers around LGBTQ+ acceptance and travel advice for the gay community. 

10 Top Couple Influencers on Instagram

Now that it’s over, we can safely say that summer 2023 was the season of blockbuster pop culture events. Taylor Swift and Beyoncé, two of the biggest stars in the world, embarked on their respective world tours. Meanwhile, the highly-anticipated Barbie movie hit theaters worldwide. No matter your interests, you couldn’t go anywhere this summer without seeing or hearing talk about these three influential women (yes, even the fictional one) and their events. 

Using our social listening suite and media intelligence suite, we set out to understand which one had the biggest impact on global, digital conversations. To do so, we looked at relevant keyword, hashtag, and social media handle mentions of each event worldwide from June 1 through August 31 across blogs, broadcast media, comments, forums, news, podcasts, and 12 different social media platforms. 

But before we get to the results, let’s get on the same page. In case you somehow escaped the Barbie, Beyoncé, and Taylor Swift crazes, here’s a quick rundown:

The Barbie movie — starring Margot Robbie as Barbie and Ryan Gosling as Ken, directed by Greta Gerwig — premiered in theaters on July 21, making $162 million its opening weekend. Ticket sales were driven not only by the film’s star power but also by an impressive, much-talked-about marketing campaign. Relatedly, Barbie premiered the same weekend as Oppenheimer, another highly anticipated summer movie. 

Beyoncé’s Renaissance Tour — supporting her hit album Renaissance — kicked off in Stockholm on May 10. Between June 1 and August 31, it traveled through major cities across Europe and the U.S., including stops in London, Toronto, Chicago, and Atlanta.

Taylor Swift’s Eras Tour — a show highlighting all of her 10 original and three re-recorded albums — began in Glendale, AZ on March 17. Its summer tour included dates in major U.S. cities as well as four nights in Mexico City.

To discover which blockbuster captured audiences' attention the most on social media, check out our blogs on the conversation around #barbenheimer, Beyoncé and the Impact of Cowboy Carter, and The Oscars 2024: A Social Listening Analysis.

Which event generated more positive conversations?

By share of voice, the Barbie movie was the most-talked-about event worldwide, especially around its July 21 release. If you felt surrounded by Barbie chatter during that time, it’s easy to understand why by looking at how the movie’s share of voice evolved over time. 

Overall, Barbie generated more than 6 million mentions over those three months compared to Taylor Swift/Eras Tour’s 3.86 million and Beyoncé/Renaissance Tour’s 1.4 million.

Between the two biggest concert tours of the year, the Taylor Swift Eras Tour had a higher global share of voice than Beyoncé’s Renaissance Tour this summer. But when you break down their shares of voice by location, a slightly different picture emerges.

The Renaissance Tour had the highest share of voice in Brazil. There, it generated a significantly higher volume of mentions than Barbie and slightly more than the Eras Tour did. 

Neither tour has visited Brazil — Eras will arrive there in November, while Renaissance is rumored to be hitting Brazil sometime in 2024 — but they are both hot topics of conversation in a country well-known for fans demanding their favorite artists tour there. Though the anti-scalping “Taylor Swift Law” was proposed in the country in June, the buzz around Beyoncé, and whether or not she will bring her tour there, won out.

Speaking of scalping, ticket sales and resales were a major topic of discussion in the global Eras Tour conversation, as shown by our platform’s Trending Themes widget.

“Tickets” was the largest trending theme, while “sale” was also significant. 

By comparison, the Renaissance tour’s biggest trending themes related to the show experience itself with keywords like “show”, “stage”, and “singer”.

Finally, Barbie’s trending themes included the opening weekend and “kids”, related to whether or not the movie appealed to children.

The Renaissance Tour may have had the lowest share of voice, but it generated the highest proportion of positive mentions. 

Meanwhile, of the three events, the Barbie movie conversation had the most mixed sentiment. Much of the negative sentiment regarded the film’s content, including conservative backlash to the movie’s feminist and LGBTQ+-inclusive themes and perspectives about gender and sexuality. Notably, the movie was banned for those reasons in Algeria, Kuwait, and Oman, and was pulled from theaters in Algeria.

There was also negative sentiment regarding feminist critiques of the movie’s portrayal of women’s lives. Finally, some of that negative sentiment was in regards to “Barbenheimer” memes that made light of the United States’s atomic bombings of Hiroshima and Nagasaki in 1945, provoking backlash in Japan.

To round up our analysis, let’s take a look at the top emojis for each event’s conversations on Twitter.

Barbie’s top emojis were, predictably, mostly pink. 

The most popular emoji, a sobbing face used to convey being overwhelmed with joy or emotion, was joined by pink hearts and the nail painting emoji, as well as two emojis not often used elsewhere, the pink bow and pink flower.

The most popular emoji for the Eras Tour was also the sobbing emoji. However, it was also joined by the Mexican flag emoji, related to her highly-anticipated Mexico City dates. 

The Renaissance Tour’s top emojis stand apart with the bee, a reference to Beyoncé’s nickname, being the most popular. Though, the sobbing emoji was also well-represented. 

Overall, the winner of summer 2023 depends on which metrics you value most. Barbie generated the most mentions, but the Eras Tour was the most-mentioned concert. Finally, the Renaissance Tour was best received. 

In the end, the biggest winners of the summer were the consumers. Each of these giant events provided opportunities for the public to participate in global pop culture conversations on a scale rarely seen in our new era of infinite choice. With the help of our social listening and analytics and media intelligence platforms, we’re able to get a clearer picture of what matters most to these overlapping audiences.

Interested in getting a better understanding of your organization’s presence and audience? Learn how Meltwater can help with a tailored product demo.

Who Won Summer 2023? Barbie vs. Beyoncé vs. Taylor Swift 

While many people are excited by the possibilities offered by new generative AI technologies, some people have understandable concerns about what it all means for their career stability. 

After all, not so long ago, it seemed improbable that computers would be able to take on many of the creative tasks that are core to marketing, such as copywriting and graphic design. Yet today, we see tools like ChatGPT, Bard, Stable Diffusion, Dall-E, and others doing exactly that and improving all the time.

Beyond content creation, we also see AI getting better at performing analytical tasks, such as extracting insight from marketing data or summarizing the content of large documents and huge volumes of social media posts.

So let's analyze the question: Will ChatGPT take my job?

Is it time for marketers to worry about their jobs?

According to a recent survey by CNBC, workers in the marketing and advertising industry are amongst those most concerned about AI, with 51% worried that it will take their jobs. Is this really a valid concern? 

In its 2023 Employment Outlook report, the Organisation for Economic Co-operation and Development (OECD) predicts that rapid advances in AI are likely to have a significant impact on jobs that are considered highly skilled, such as law, medicine, and finance. But at present, this is only a speculative observation, and the organization points out that right now, AI is changing jobs rather than replacing them.

This seems to reflect the reality of AI in the marketing industry right now. What happens if you fire all of your marketers and spend $20 a month on a ChatGPT+ subscription? Nothing. Somebody still has to make it all happen, and ChatGPT isn’t capable of doing anything by itself because it’s just a tool, not a skilled and experienced professional. 

For example, Meltwater recently introduced an AI writing assistant in its social media management tool, Engage, which helps speed up the creation of posts. However this tool can only help a social media manager to produce content more quickly, and the process still needs a human to guide the AI and review its output, so it’s not a replacement for a professional.

Tip: Learn how to use ChatGPT for marketing and how to use ChatGPT for social media marketing. Also, take a look at the most helpful ChatGPT marketing prompts.

Why would you still need humans in marketing?

Humans are good at adapting to changing circumstances and solving novel problems, whereas ChatGPT and other AI tools can only take on a fairly narrow range of tasks and require human oversight to perform them satisfactorily. 

As Meltwater’s Guillaume Decugis, Head of Consumer Insights, explained in a webinar on the impact of generative AI in marketing earlier this year, “None of these things can be done by AI alone. All of these high tasks require human expertise to either guide the AI or be critical of what the AI suggests. The common theme is that AI can speed the work up, or identify things that a human may have missed, but human expertise is still required.”

So, for the foreseeable future, it’s unlikely that marketers will find themselves replaced by ChatGPT or other AIs. But does that mean the new technology is completely without risk?

What could be potential downsides of ChatGPT?

In the OECD report, the authors point out that a potential downside to tools like ChatGPT is that amidst all the talk of improved productivity, there’s a danger that too much pressure will be placed on workers to deliver more than they are capable of. So, as with any new technology, it’s important to thoroughly assess its capabilities and develop a realistic idea of how it can fit into your overall business as well as your individual role. 

While most agree that the potential of ChatGPT in marketing is huge, inflated expectations only ever lead to disappointment and disillusionment, which is counterproductive and makes it more difficult to reach a point where the technology is used most effectively. This is perfectly illustrated by Gartner’s well-known hype-cycle concept, which highlights how new technologies are often over-hyped, which results in a backlash when inflated expectations are not met. 

At Meltwater we’ve been careful to integrate ChatGPT capabilities into our solutions in ways that make sense for our customers, to help make their jobs easier and more productive. We believe AI can be a force for good, and that it should be deployed with careful consideration for safety and ethics so that it helps our customers, rather than placing additional burdens on them. If we all share this approach, then nobody should have anything to fear from AI.

Will ChatGPT take my Marketing Job?

MarCom professionals have seen quite the evolution in their industry and the scope of their role over the past decade or so. On the one hand, reaching out to one’s audience has never been easier. But the complexity of the many media channels now available can make it difficult to roll out successful and cohesive marketing and communication campaigns. Understanding the definitions of paid, earned, owned, and shared media and their specific purposes is essential for modern marketing and communications teams.

In this blog post, we go over the concept of the PESO Model™ and explain how marketers can leverage the convergence of paid, earned, shared, and owned media to build integrated marketing campaigns. 

Gini Dietrich is the creator of the PESO Model™ concept, which we've outlined below. 

To learn how to leverage all four media channels, download the free Ultimate Guide to Owned, Earned, Paid & Shared Media. 

Owned, Earned, Paid & Shared Media Definitions

Leveraging Owned Media for Lead Generation

Leveraging Paid Media for Lead Generation

Leveraging Earned Media for Lead Generation

Combine All Four Media Channels For the Best Results

Integrating Earned, Owned, Shared, and Paid Media Into One Cohesive Lead-Generation Campaign

Let's start off with an overview of PESO definitions.

Owned media refers to any content that originates with you. 

Traditionally this has meant website content and newsletters, but the definition of owned media has expanded to include your brand social accounts as well.

Therefore you can split owned media into 2 categories: 

The content that you host (website and other resources such as in-app help articles)

The content that you share (newsletter & social media accounts)

The Meltwater Blog

The CEO Echo | August 2023 Rankings | Categories: Communication, Social, Responsibility & Investor Excellence

10 Top Couple Influencers on Instagram

Who Won Summer 2023? Barbie vs. Beyoncé vs. Taylor Swift

Will ChatGPT take my Marketing Job?

Owned, Earned, Paid & Shared Media Explained

2023 Back-to-School Trending Topics

ChatGPT Social Media Marketing Life Hacks

What Is Data Mining? Meaning, Techniques, Examples & Tools

What Is a Single Source of Truth and Why Do You Need It?

9 Step Guide: How to Create & Implement a PR Campaign

Safety and Ethics in AI - Meltwater’s Approach

The CEO Echo | July 2023 Rankings | Categories: Communication, Social, Responsibility & Investor Excellence