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Generative Engine Optimization (GEO) Guide

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

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

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

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

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

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

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

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.

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!

What Is Data Analytics?
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!

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.

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?

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.

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.

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!

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?

Measuring your social media campaigns is the final phase before you start the process over. Here’s how to measure social media campaign success.

Creating campaigns is just one of many steps in social media marketing. Once you’ve developed the content, set your ad budget, and shared your ideas with the world, your work still isn’t done. You also need to track your campaign’s performance through campaign measurement to see how your efforts are paying off. Without a way to measure social media campaign success, you’ll be in the dark when it comes to knowing if you’re on the right track.

Social media campaign measurement gives you a clearer idea of what’s working and what’s not. Your content deserves to be recognized, and tracking its success can help you decide how to capture your audience’s attention. 

While analyzing your content might sound as exciting as a root canal, fear not! There are ways to make this process one of the easiest things you’ll do all day. Here’s how to measure social media campaigns like you know what you’re doing.

How To Measure a Successful Social Media Campaign in 5 Steps

How To Measure Social Media Campaign Success With Meltwater

Tip: Learn more about campaign measurement in general, how to measure influencer marketing campaigns, how to measure ad campaign effectiveness, how to measure brand awareness, how to measure customer experience, how to measure digital marketing campaigns, and how to measure email marketing campaigns.

Social media is constantly evolving. To keep up with your competition and make sure your campaigns are on point, you need to measure their success. 

Ongoing measurement ensures your campaigns are effective. The whole point of a campaign is to achieve a certain goal, whether it’s increasing brand awareness or generating leads. By measuring your campaigns, you can see which ones are performing well and which ones need to be improved.

You'll also need to break down your campaign measurements by platform. For example, measuring the success of a Facebook campaign will vary from your Instagram or LinkedIn campaigns. They each cater to different audiences and will therefore require campaign-specific content, a different strategy, and different social media analytics.

Campaign metrics also allow you to track your progress over time. By tracking your social media KPIs, you can see how far you’ve come and what areas still need work. You can adjust your strategies accordingly and keep moving in the right direction.

Digital marketers need to be many things: creative, resourceful, big-picture thinkers, and technologically savvy, for example. They also need to be good with numbers so they can make sense of their social media data and analytics.

With a good process, the numbers are the easy part. Here’s how to measure the effectiveness of a social media campaign in five simple steps:

Setting goals is always the first step in any type of marketing. Without a goal, you can’t decide what success looks like, nor will you be able to measure your success or know if your strategy is on track.

There are a few different ways to approach setting social media goals. One way is to choose objectives that align with your business goals. For example, if you want to increase brand awareness, you might set a goal to get more followers on social media platforms.

Another way to set social media goals is by considering what you want your audience to do as a result of seeing your content. For instance, if you want them to purchase a product, click on a link, or sign up for a newsletter, make sure those desired actions are reflected in your goals.

Have clear ideas about what you want to get out of your campaigns. Put those goals on paper and get consensus among your marketing team. With everyone working toward the same goals, you can create campaigns that will best achieve those outcomes.

Step 2: Choose the Right KPIs To Track and Measure

Social media KPIs give you the hard data you need to see that your campaigns are working. Example social media metrics include, but are not limited to:

Audience/follower count before and after the campaign

Conversion rate (e.g., signups, purchases, etc.)

Applause rate (total positive actions divided by total followers, multiplied by 100 to calculate the percentage)

Amplification rate (how many people in your audience share your content with their audience)

With so many different metrics to choose from, how do you know which ones are the most important? Here are a few factors to consider:

Align your KPIs with your original goals. Whether you want to increase brand awareness or engagement or drive more traffic to your website, choose KPIs that relate to your goal.

Consider your target audience. Different demographics will respond differently to various types of content, so it’s important to know who you’re trying to reach before you select your KPIs.

Differentiate for the platforms you’re using. Different social media platforms track different metrics. For example, learning how to measure Facebook campaign success will be different than measuring success on Twitter. See what’s available in your analytics dashboards.

You might have a mixture of insights and metrics, from engagement to conversions to brand awareness. That’s fine! The goal is to choose KPIs that reflect whether your social media marketing strategy is paying off.

Once you launch your campaign, it’s time to measure and optimize social media marketing campaigns. You don’t have to wait until your campaign is over. Depending on the analytics platform you’re using, you may be able to track movement in real time. 

Speaking of which, you’ll also need to choose the right tools to measure social marketing campaign success. For example, if your goals are to increase brand awareness, a platform like Meltwater can help to track brand mentions across social media and other channels.

Google Analytics is another helpful campaign-focused tool for tracking website traffic and engagement. You can see what content your audience is engaging with, how long they’re staying on a landing page, bounce rate, and other metrics.

If you’re not sure which tools you should be using, go back to step one. Everything you do to measure campaign performance should align with your goals. With those goals in mind, you can choose tools that capture the right data and make it easy to analyze your results.

With real-time platforms like Meltwater, you can monitor performance over time, not just when your campaign starts and ends. You can track your progress over weeks, months, and even years to see how your brand is growing in the market.

With this data, you can see how cost-effective your social media marketing campaigns are. Cost effectiveness can help you justify spending more on future campaigns or allocate more funds to one platform versus another.

At this phase, you can also analyze whether a portion of your results is coming from a specific influencer. If your content resonates with an influential person and they share it with their audience, it might be worthwhile to form a partnership with that influencer to build on your wins. They can promote you in other ways to their followers to help you gain even more traction.

These points illustrate why choosing the right social media measurement tools matters. You can easily create custom reports from your data to provide to leaders and C-suite executives that demonstrate how you’re making a difference. The less time you have to spend on reports, the more time you can dedicate to optimizing your campaigns.

Tip: Learn more about Influencer Marketing Reporting & Analytics

Now that you have a clearer idea of how your social media campaigns are performing, now is the time to go back and make them even better. 

For example, if you’re not getting many clicks or conversions, you could A/B test a different call to action. If you’re getting lots of click-throughs to your website but no sales, then you might need to tweak your landing page. Or it could be that your ad content has failed to engage your audience.

There’s a lot of information to look at during this phase. But when you’ve set goals and selected KPIs that best reflect those goals, your range of focus becomes narrower. You can more easily prioritize the right things when you’re not trying to measure, review, and refine everything.

Measuring the impact of social media marketing campaigns makes all the difference. It’s the only way to know for sure your message is being received by the right people. It also gives you clear ways to improve your content and approach so you can maximize your social media ROI.

Meltwater helps you run better social media campaigns with real-time data across multiple channels. We deliver insights from classic platforms like LinkedIn, Facebook, Twitter, and Instagram as well as up-and-coming Chinese social media platforms, and more.

What’s more, we transform your data into insights using a combination of AI and human analysts. Take your data to the next level by seeing what’s working and what’s not, and what you can do next.

Simply fill out the form below to request a demo of the Meltwater solutions.

How To Measure Social Media Campaign Success - 5 Steps

The customer journey is increasingly diverse. With customers discovering and interacting with your brand in different ways, omnichannel customer experience is no longer optional — it’s necessary!

Today’s consumers have a range of channels at their disposal. From search engines to social media, email to SMS text, websites, and offline channels, your customers have plenty of ways to reach you — and vice versa.

Investing in an omnichannel customer experience gives you the best chance of connecting with the right people at the right time. Let’s explore this idea further and how you can use a customer experience omnichannel strategy to your advantage.

Customer Experience Omnichannel: Why Marketers Should Care

How to Improve Omnichannel Customer Experience

Supporting a Customer Experience Omnichannel Strategy with Meltwater  

Omnichannel is an integrated approach to marketing, selling, and fulfilling orders across multiple channels. The goal of omnichannel is to provide a seamless and consistent experience for customers, regardless of how they choose to interact with a company.

Tip: Learn more about omnichannel marketing

Now that we know what omnichannel means, what is omnichannel customer experience (sometimes written as omnichannel experience or omnichannel marketing)?

We define omnichannel customer experience as the proactive ability to meet customers wherever they are, however they choose to engage with your brand. This includes everything from the initial contact point to post-purchase follow-up.

Omnichannel customer service takes into account the ways in which customers want to interact with your brand, not just the variety of channels available. Marketers need to understand the nuances of each channel, the type of customer using those channels, and what the customer expects from each channel.

In a world where technology is constantly evolving, businesses must do the same in order to remain competitive. 

The customer experience is no longer limited to one channel. Customers now expect a seamless, omnichannel experience that meets their needs and expectations. In fact, research shows that 73% of consumers prefer shopping via multiple channels. By contrast, only 7% say they shop exclusively online and 20% shop exclusively in-store.

Marketers can reach more people by focusing on a customer experience omnichannel strategy. More customers mean more chances to grow your brand and gain customers for life.

Catering to the omnichannel customer comes with a range of benefits for customers and companies alike. The most attractive omnichannel customer service benefits include the following:

Data shows that more than half of consumers look at a product online before buying it in person. What’s more, 47% of consumers are more likely to buy online if they can return the product in the store.

Shoppers want to check a store’s website to see if it’s in stock before heading to their local store. Some shoppers want to see and touch a product before they buy it online, a practice called showrooming.

In short, customers want multiple ways to engage with their favorite brands. Omnichannel technology gives them these options, allowing them to take more control over how, when, and where they buy.

The control offered by omnichannel has a direct impact on customer satisfaction. When customers can interact with your company through their preferred channel, they are more likely to be satisfied with the overall experience.

Brands can remove friction from the process of doing business. Make it easy for the customer, and you’ll give your brand image a boost.

Satisfied customers keep coming back. They remember the brands that delivered on making it easy for them to get what they need. 

Companies that provide an omnichannel customer experience are more likely to retain customers and build loyalty. What’s more, customers that use multiple channels are likely to engage with your brand for longer periods of time.

Omnichannel commerce has been shown to increase sales and revenue for businesses. Brands that use three or more channels to engage customers increase order rates by 494%.

However, brands that don’t use multiple channels to reach customers may miss out on as much as 30% of sales.

Using multiple channels can give brands a more complete profile of their ideal customers. Each channel produces an abundance of customer data that can help improve sales and marketing. Learn more about your customers and their experiences and see how you can improve your approach.

Want to see the omnichannel customer experience in action? Here’s how some of the world’s most popular brands get omnichannel right.

Tip: Also take a look at these social media customer service examples to get inspired.

Disney infuses the magic of omnichannel in their guests’ travel experiences by pairing their app with wearable technology.

The combination brings the park experience to each guest in multiple formats, from buying tickets to booking and paying for meals to checking ride wait times and more.

The wristband also doubles as a room key and photo storage. What’s more, the experience is personalized to each guest, helping them make the most of their trip.

Walgreens: In-Store x Digital Experiences

Walgreen’s mobile app helps to bridge the gap between in-store and digital experiences.

Customers can reorder prescriptions via the app to pick up in-store. They can also upload photos directly from their phone to the app to be printed in stores.

When it comes to shopping convenience, customers can check inventory at a specific store. This makes it easier to choose which store location to visit.

Even though Amazon has only recently stepped into brick-and-mortar stores, it continues to set a high bar for the omnichannel customer experience.

For starters, users can maintain one cart between the app and the website when signed into their accounts. Customer support also takes multiple formats, depending on the customer’s preference.

Tip: Learn more about retail customer experience.

Timberland has implemented near-field communication technology (NFC) in its physical stores.

This allows customers to pay via their phones with a simple tap. What’s more, customers can enrich their in-store shopping experience with data, thanks to the use of in-store tablets and NFC technology.

Similar to getting more product information online, users can tap a tablet against special product signage to learn more about the product and see any current deals. This allows customers to serve themselves rather than seek out a store clerk and recreates some of the benefits of online shopping in the store.

Starbucks is a great example for an omnichannel customer experience. 

The brand combines elements of the in-store experience with digital technology in its mobile rewards app.

Customers can reload gift cards via the app or their computers.

They can also add funds to the app, receive points for each purchase, and place their orders in advance to skip the line.

Creating and improving omnichannel customer service takes some practice, research, and an ongoing commitment to excellence. Here are some tips to help you improve omnichannel customer service in your online and brick-and-mortar stores.

The key to improving customer interactions is to get inside your customers’ minds and see what they really want from you. It’s not always obvious.

One way to do this is to think about your own customer experiences. What has stood out to you that other brands do well? What could companies offer that would make your life easier? What could they do that would make you buy from them more often?

You can also get to know your target customer in a deeper way.

Finding new ways to segment your audience beyond basic demographics can help you learn more about the experiences that matter to them.

Data-driven insights and analytics can be your best friends when it comes to learning about your customers. Platforms like Meltwater collect data on your customers’ experiences both on and off your own channels. This can give you a more accurate, holistic view of your target audience and learn what they like and dislike.

Data and analytics can also give you insights into where your customer experience might be falling apart. For example, if you notice a high click-through rate on Facebook but no conversions, it might indicate a poor website experience. From there, you can target your experience improvements to your website and see how your results change.

Brands may find it beneficial to use a mix of first-party and third-party data to get richer insights. Our platform provides such data. Learn more!

Improving the customer service experience means understanding the various paths your customers take with your brand. The omnichannel journey isn't linear. Each person may follow a slightly different path, and you should be familiar with the possibilities.

Where are customers most likely to buy (brick-and-mortar, online, order online to pick up in store)?

How soon do they need to make a decision?

What will trigger them to buy (a discount, coupon, free shipping, same-day pickup)?

How do customers want to receive support (live chat, chatbot, social media, email, self-service, etc.)?

Map out every touchpoint of your customer journey, then dive deeper into each of those experiences. See how those communication channels may overlap with others so you can create seamless experiences between them.

Customer centricity hinges on giving customers what they want. Your own customers can be a great source of information when it comes to creating omnichannel customer service.

You can conduct feedback surveys to see how they feel about their current experiences and learn what they’d like to see in the future. You can also create polls on social media to collect simple feedback about specific topics.

In addition, you can use social listening tools to gain insights into the experiences your customers prefer. See how they feel about self-service options or whether they’d like to see more social media customer service channels or a live agent option. Discover how your competitors are lacking in their omnichannel customer experiences so you can do it better.

You don’t have to copy your competitors to create a great omnichannel approach. But you can learn from other brands that are getting it right.

Do some digging to find success stories in omnichannel marketing. See how other companies are creating seamless experiences for their customers. Then see if those same experiences make sense for your own customers.

What Is an Omnichannel Customer Experience? Meaning, Benefits, Examples

Does your customer experience align with your buyers’ expectations? There’s only one way to find out: conduct a customer experience analysis.

The Meltwater Blog

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