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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

Online reputation management (ORM) should always be a priority, but the 2020 rise of “Cancel Culture” proved just how important ORM really is - and just how delicate brands are - causing a surge of interest in this discipline amongst the c-suite.

If 2020 taught us one thing, it’s that a brand’s social media reputation can be made and slain at the tap of a tweet. So should we just give up on trying to gain control over our reputation in an increasingly volatile space? The short answer is no, however, “opportunity does not waste time with those who are unprepared.” Meeting the challenges of 2020 and beyond means identifying potential reputation hurdles and planning accordingly. So what can digital marketing professionals do to protect themselves? Invest in online reputation management by using a brand management tool like the Meltwater PR Suite.

Tip: Learn more about brand reputation measurement.

Read on to learn all you need to know about the basics of online reputation management:

What's the definition of online reputation?

What do we mean by online reputation management, how is this different?

Why is managing online reputation so important?

What does online reputation management involve?

The Dos and Don’ts of online reputation management

Media Monitoring and Online Reputation Management

A quick Google will reveal many takes on what is meant by ‘online brand reputation’, but I the following online corporate reputation definition sums up the term concisely:  “Online reputation, or e reputation, is how a company, person, product or service is viewed and perceived on the internet and across digital platforms.”

Some people believe that e-reputation management solely means media monitoring while others argue its public relations. In reality, online reputation management it's a mixture of the two - and more. It spans across your whole online strategy and is impacted by everything from the content an organisation distributes, to what stakeholders’ externally comment on, to interactions with communities online.

While professionals may not agree on a solid definition, one thing is, the primary goal of online reputation management is to suppress any negativity directed towards your company and/or stakeholders.

Research shows that online reputation plays a prominent role in the consideration phase of the customer journey. When we consider the fact that 78% consumers state that social media posts influence their decision-making process, and 54% of people use social media to research products, it’s clear that your digital footprint and reputation has an impact on the bottom line. But asides from revenue, businesses that have a positive internet reputation can also benefit from the below.

Benefits of having a positive internet reputation

Having a strong e-reputation increases trust

Having you have a credible e-reputation, you have access to more business opportunities such as sponsorship deals

Now the benefits of reputation management are clear, let’s explore how to go about making sure you have this covered for your organisation.

We all strive to do our best, particularly when it comes to something as important as perception, however doing your best is sometimes not enough. ORM takes energy, strategy and a calculated approach. Maintaining your online reputation can be difficult and sometimes crisis erupt without warning or little can be done to mitigate the risk of one happening. That being said, if you’re prepared (and have a crisis comms plan in place), the damage caused to brand reputation can be reduced. 

To help get your strategy off the ground, we’ve detailed some of the ways that businesses are going about ORM below:

Making a good first impression by surprising and delighting existing and potential customers

Asking for feedback so as to improve your e reputation

Having a crisis comms plan in place to protect your e reputation 

Let’s review some of these in more detail.

There’s a saying that “any publicity is good publicity” which simply isn’t true. Negative publicity can sink your company as so many brands in 2020 know too well. So with this in mind, here are some dos and don’ts of online reputation management.

What first impression do you want your company to portray? … Time’s up. In the time it took you to read that sentence, your initial reputation could be tarnished since it takes less than 50 milliseconds to form a first impression. First impressions are so important because they give way to a ‘halo effect’. In a nutshell, the halo effect is a consumer's bias toward a maker's products due to a favourable experience with that company's other products. This means if you make a good first impression the likelihood of that consumer returning and buying another product or service in your portfolio is much greater.

DO partake in online review management and respond to negative reviews and comments

Social media is a two-way conversational platform, so if your organisation is present there expect to respond to comments regardless of whether they’re good or bad. 37% of consumers who use social media to complain or question a company expect to get a response in under 30 minutes, so burying your head in the sand isn’t going to help, as Nestle found out…

A few years ago, Nestlé began to receive negative comments about their environmental practices. Unfortunately, they decided to ignore the comments and the public became more and more aggressive with their engagement—even posting altered versions of the Nestlé logo online. As a result, Nestlé was forced to take down their public page. What can we learn from this? It’s best to address public criticism as soon as possible in order to neutralise the situation and prevent it from growing into a major social media reputation problem. 

DO stay true to your core values and purpose

Your brand is derived from a mix of who you are (your executives and colleagues), who you want to be (your values), and who people perceive you to be (user experience and brand perception). In a perfect world, your reputation follows the brand. Help this along by making your desired brand present across all customer touchpoints including how employees answer phones, what language they use when describing your services or products, e-mail signatures, social media presence, how you engage concerning your business online etc.

Remember, in order to truly be customer-centric, the brand is every employee’s responsibility – not only the communication team's. This means the whole company needs to live and breathe the corporate mission, vision, values, and goals. 

Given the desires that segments like Gen Z show for authenticity and accountability – we will see an increasing need for companies to not just speak about their values, but act upon them too. The Cancel Culture has given way to a demand for more purpose-driven marketing and in order for you to move the needle, you need to walk that talk.

Long gone are the days when companies would sell their products or services to a passive audience—now it is all about engaging with your customers, listening to what they have to say, and learning/growing as a result. Assuming you’re not in the middle of a big scandal that’s likely to elicit more negativity than you need, asking the online universe for feedback is a great way to elucidate your commitment to providing the best product or service possible. Try a simple Facebook post or a LinkedIn poll asking your followers what else they’d like to see from you or where you can improve. This shows initiative and humility, both of which play into your company’s trustworthiness and likeability.

It’s important to keep track of brand conversations, interactions, and positive and negative brand sentiment so you can join discussions, answer queries, dispel myths, and actually see if your communications strategy is effective. Media monitoring tools let you view and analyze perceptions and activity around your company name and industry (while also determining ROI of your marketing/ PR efforts) – but more on that later! 

Building a circle of influence online can have a massively positive impact on your organisation. We all know about the power of influence; it travels faster than ever in a socially-networked world. But as every PR and marketing pro knows, message virality is a double-edged sword.

The good news is that people who follow you on social are most likely already fans so it’s important to craft a social media marketing strategy that speaks to them. Converse with them in a timely manner, and always be professional and courteous (no matter what was said). Partake in discussions and offer a professional opinion on the topic. Try to avoid being too ‘salesy’ too by only recommending products or services when you feel it can solve a problem or encourage the discussion to move forward. Be sure to acknowledge positive comments just as you would the negative ones and build and nurture your ambassadors so they spread the good word about your company on your behalf!

Visibility strongly contriubtes to how credible your brand is perceived which is why SEO is a top priority for marketing and comms pros. If you create a large number of web profiles in an effort to overwhelm Google or another search engine for that matter, you’re digging a hole for yourself. There are many reputation management companies out there that offer to build social media profiles, press releases, and other new content, and while it’s cheap, it’s also ineffective. Google, Bing and other search engines are smarter today, and they don’t fall for this technique anymore. Instead, your online reputation strategy should put particular importance on getting your Google search result listing to the top of the Google search engine page and making sure it stays there by providing varied, quality content, and doing the proper SEO legwork to increase visibility. 

DON’T respond publicly if you’re upset

Some of the worst reputation problems happen when an employee responds to a bad Google or social media review, blog post, or article in an ill-advised manner (anger, sarcasm, or just badly worded responses). It amazes us how many people respond in ALL CAPS. Trust us, it’s a bad idea… always.

While 70% of the customers who leave negative online reviews hope they will get a response, do remember that some things are better left unsaid. Take Amy’s Baking Company as an example. While the company did the right thing and replied to a one-star review, their tone of voice was totally off and their response looked like what can only be described as a ferocious meltdown. Their insults were eventually picked up by the local media, and consequently, their public image suffered a massive blow. 

On the contrary, when one of Nike’s customers experienced technical difficulties using NikePlus they too vocalised their frustration on their social media, but Nike’s approach worked. Through social media reputation management, Nike was able to spot the negative comment and responded offering advice and pulling out the classic one-liner often used by IT departments, “have you turned it on and off again?”. This simple but effective response meant that the customer knew their problem was being handled by an actual human and not a bot, adding a level of authenticity. The push for transparency means that it's now more vital than ever that companies maintain a human approach to their brand image and reputation, and Nike managed to do just that in a few words while also continuing on to help resolve the issue.

The takeaway? Be mindful of the tone of your reply and content you respond with. When it comes to online review management, always look at problems as opportunities to turn disgruntled consumers into loyal ones. A negative review is a chance to show how eager you are to please your customers and resolve any issues they may have experienced.

Speaking of online reviews, as much as you may want to, it’s best practice not to remove negative feedback as this can be more harmful to your social media reputation than leaving them for all to see. Although it can be damaging, removing them can make your company seem untrustworthy. In fact, 68% of consumers trust Google reviews more when they see both good and bad ones as it’s less likely that they’re fake reviews. As mentioned above, when it comes to online review management, feedback should be addressed and not taken down.

DON’T forget to have a crisis comms plan in place

An important part of good reputation management is contingency planning. As a business, you must be ready to face criticism and be prepared for the worst-case scenarios. Here are just a few questions you will want to consider:

What if your product or service causes too much criticism?

What if you receive an extremely negative comment that is unfounded?

What if someone with power or influence online publishes a negative piece of content about your product or service?

What if your employees act unreasonably or in a way that could harm your business?

What if your competitors take advantage of this?

View the Ultimate Crisis Comms Checklist here.

As much as we want to be, we’re not superhuman and it’s impossible to know what people are saying about us online without the right tools in place. The easiest way to manage your online reputation and keep a watchful eye over what’s being said is to use an all-encompassing media and social media brand §reputation management platform like the Meltwater Media Intelligence Suite.

Media monitoring allows us to filter through the noise and specifically find and target those less than favourable comments/ reviews. Then when something bad happens you’ll know about it immediately and can take the necessary data-driven steps needed to mitigate the negative engagement and protect your internet reputation. Media intelligence tools are extremely dynamic and their analytics can be used for anything from creating content to market research to lead generation. From an ORM perspective, the following metrics can be analysed: 

Media Exposure: Using the media exposure tool, companies can view peaks and troughs in editorial and social media mentions, helping to identify key points of interest. For example, if there’s a large spike in engagement, this usually suggests that something good or something bad has happened which can severely impact your online reputation.


Sentiment: Is your brand generating positive, negative or neutral sentiment? The sentiment metric gives brands a clear breakdown of how consumers feel about them. For that reason, this metric plays a key role in social media reputation management.


Trending themes/keywords: What are the key themes in online conversations involving your brand? If you partner this metric is sentiment you can gain an overview of the negative themes associated with your company and work to address this.


Top posters: Who are the most authoritative figures speaking about your brand. Looking at your top poster’s influence is particularly useful when prioritising which comments should be addressed first. For obvious reasons, you’d want to tackle the comments from people with a larger klout as the reach is much higher and therefore more damaging.

If you’re interested in seeing how media intelligence can impact your workflow while you’re protecting your online reputation, download our ebook: Using Meldia Intelligence to Manage Brand Crisis.

2021 will see a split between companies either rising to the challenge of meeting the consumer of today’s expectations, or failing to do so and compromising their good reputations as a result. So what camp are you in? 

Want to learn more about managing your online reputation in 2020 or hear key reputation management tips to get you started, but don’t fancy scrolling through an endless list of search results?

Online Reputation Management: The Basics

When PR creates content, it is built-in our job description to broadcast it. That's why understanding how semantic SEO can affect organic traffic and increase your content's reach is essential to a modern PR comms and brand marketing strategy. 

Search engine optimization (SEO) is evolving. Google is consistently changing their algorithm, affecting how SEO should be implemented. 

To cover the changes, we had SEO guru Andy Crestodina discuss in a Meltwater webinar what semantic SEO is and why we need a content link strategy in our current competitive business landscape. In addition, we gathered insights from Amit Singal, Google’s former Head of Search, on best practices for maximizing a semantic SEO strategy. 

Historically, SEO professionals would start a campaign by researching a list of keywords to rank for. Depending on the traffic levels and competitiveness of each keyword, they’d choose a different set of keywords for which to optimize their pages. They’d add the keyword — and variations of it — in the URL, in the title tag, across the page, and more.

In the past few years, however, Google has been making changes in its algorithm, which has shifted the focus from specific keywords to topics. While this new semantic focus doesn’t change the way you optimize your pages — you still need to add your main keyword and its variations across the page — it does change the way you pick your key phrases.

According to Amit Singhal, Google’s former Head of Search, the shift has gone from focusing on strings (i.e., keywords) to topics:

Instead of using traditional keyword research tools that give you traffic estimates for specific keywords, follow Crestodina’s advice and use Google Suggest to find the key phrases for which to optimize your pages.

You should still think in the traffic volume your desired key phrases get; what you need to change is the way you find them.

Since finding key phrases with Google Suggest can take a long time, Crestodina recommends using a free tool like KeywordTool.io, which provides the whole list of suggestions from Google’s search bar.

An aspect of Google’s ranking algorithm that hasn’t changed is link building. To increase your site’s authority, you still need to get links from external sites, particularly from sites with high authority. The more links you get, the higher the authority of your site, and the better position your pages will get for the targeted key phrases.

However, attracting links from authoritative sites has gotten harder than ever. There’s increased competition in quality SEO content, making it harder than ever to earn the attention of influencers and other managers of high-authority sites.

In a survey of over 700 marketers two attributes attract eyeballs and high-quality links to sites:

While achieving the former is harder and would take an article (or webinar) on its own, developing original research is what can help you attract the links your company needs.

There are three ways to produce research:

Observation: Consists of picking a data set and making empirical observations to uncover insights

Aggregation: In which you combine data from existing studies to find new insights

Survey: This is the hardest of all, as you’d need to carry out a massive survey campaign in your target audience

According to research, surveys are the most common (and effective) type of research, with 58% of marketers using them. What’s even better is that 46% of marketers found original research to meet most (if not all) of their expectations.

While carrying out a survey can be a costly tactic to use, the links you can attract can help you increase the authority of your site, which will make it easier for search engines to rank your site.

In the most basic terms, Google ranks a website based on its authority. The way Google considers the authority of your website is by analyzing the number of links it gets, especially from sites with high authority.

If you’re able to get more of these high-authority links, your site will rank higher for your associated search terms, and thus, the more organic traffic (versus paid, ad traffic) you will attract.

Besides getting links from authoritative sites, you’ll need to optimize your site for different keywords by optimizing the HTML title tags, URLs, and images, among other elements.

Don’t forget to also optimize your site’s pages for the keywords or keyword terms, for which you can realistically rank. By using tools like Google Keyword Planner or Moz, you can check on the demand for a keyword and compare your site’s authority to the average authority of the websites that rank for that keyword.

If you find a keyword you’d like to compete for, check that the sites who are currently in the space don’t have a higher domain authority than yours. Then, when you pull out all the SEO bells and whistles, you’ll be able to rank for that keyword and attract more traffic.

Create Magnetic and Search-Friendly Headlines

According to Worldometer, there are over 3 million blog posts published every day. To make sure your articles get eyeballs they need to have a headline that’s both optimized for search engines and the users.

There are a lot of theories and ideas behind how to structure headlines, both to improve a post’s rank and make people want to click on them.

Crestodina recommends using the following structure:

Keyword + Colon + Number + Headline with Benefit

This structure applies mostly to articles, but it can be used in a PR pitches as well.

According to shocking research, most articles get no links or shares.

If you’re looking for the right data to compile, consider the missing statistic in your industry. Focus on a topic everyone talks about, but no one has any data to back up.

Besides using well-researched content, Crestodina recommends covering topics with a strong opinion. If you answer a question no one dares to answer (but many wonder about) you will call attention, acquire links, and foster more social shares.

Most press releases aren’t UI-friendly and nor add to authority since they tend to be company-focused, link to irrelevant websites, and feature long, incomprehensible paragraphs.

Consider asking yourself “What’s in it for the reader?” At the end of the day, Google wants to give users the best content possible, so instead of using the traditional press releases online, adapt them to the web.

Start by highlighting the main benefit in the headline. This will catch the reader’s attention and make them want to read more.

Also, be smart about formatting. That includes using white space (the space between different elements in a web page), bolding and italics, and short paragraphs.

Finally, align content and PR pitches with the reader’s interests and needs. Focus on what they get from your content, and build from there.

You don’t have to be technical and a search engine specialist to understand SEO’s impact on your PR campaign. With the help of semantic SEO and research-driven link building, you will be able to increase your brand’s reach, drive more organic traffic, and increase your site’s (and brand’s) authority.

How to Boost Your Next PR Campaign with Semantic SEO

If data is King, then context is Queen and a sentiment analysis API holds the keys to the kingdom. During this article we’ll walk through the basics of sentiment analysis, the role of natural language processing, and how sentiment analysis APIs are used by companies to inform strategic decision making.

Before answering the above question, let’s first clear up what is meant by a sentiment analysis. 

Sentiment analysis is a research area examining people’s opinions, attitudes and emotions in written language through the method of Natural Language Processing (NLP). The Oxford Dictionary explains this as:

The process of computationally identifying and categorising opinions expressed in a piece of text, especially in order to determine whether the writer’s attitude towards a particular topic, product, etc. is positive, negative, or neutral.

Natural Language Processing (NLP) technology powers sentiment analysis by mining text with the aim of extracting subjective information from the data. Most sentiment analysis providers lean on advanced linguistic algorithms and machine learning to deliver granular sentiment detection and understand and derive meaning from human language. This helps sentiment analysis go beyond categorising data at face value, for example, tricky sentences like double negatives (e.g. not bad) and irony can be correctly categorised based on positive, negative and neutral tonality.

APIs enable businesses to blend data from their own applications with third-party business systems. Through the integration of data, executives can yield a representative picture of their business and the eco-system it sits within, both on a macro and micro level. But data needs context. Without context, professionals run the risk of looking at data from a vanity perspective. Here’s where sentiment analysis APIs help. Sentiment analysis prevents companies from looking at data with rose tinted glasses, and APIs ensure they gain a full 360-view of their business.

How are sentiment analysis APIs transforming business decision making?

The benefits of sentiment analysis APIs are vast, including helping organizations:

Understand motivations behind conversations

Connect the dots between disparate data types

Break down silos by offering a single source and centralized view of data

Let’s take a look at the benefits sentiment analysis APIs have on critical business decision making in more depth!

Connecting the dots between data types to add context to data and ultimately mitigate risk 

Don’t underestimate the importance of blending datatypes. It’s vital that data and teams don’t exist in silos. Lack of visibility can be hugely detrimental to businesses, for example, while your sales figures may be looking positive, if your customer contact centre sees a spike in negative language, the future may not look at bright as first expected. Perhaps new customers have been wrongly sold to or there’s a fault with your product, such insights are relevant to numerous departments.
 
Regardless of whether it’s a sentiment analysis API or standard API, APIs ensure you're fully aware of your surroundings by connecting the dots between disparate data types that usually sit siloed in different departments. More often than not, APIs are fed into command centres that visualize all business functions from one centralised platform. While data analysis looks different from company to company, one thing most businesses have in common is the need for accessing a unified reporting solution that has the ability to show one source of truth – a single and unified view of all business functions.
 
Sentiment analysis APIs are usually favoured as they tell executives the why (qualitative insights) and not just the what (quantitative insights), therefore adding critical context and guiding their decision-making process. 
 
Hopefully by now you have a better understanding of the role of sentiment analysis APIs and how they’re used to inform business strategies. Want to see what this looks like for your company? Fill out the form below and we’ll show you!

How a Sentiment Analysis API can Transform Business Decision Making

Nonprofit campaigns require a great deal of planning and care. Take these 5 steps into consideration to help ensure all that work pays off. Social media will undoubtedly play a key role in your campaign. For inspiration on how to engage your audience, read our ebook on creating great content for your social channels.

Launching a successful nonprofit marketing campaign is no easy task. Marketing teams within nonprofit organizations are often challenged to raise awareness, donor interest, and funds with limited time and resources.

Fortunately, there are a plethora of marketing tactics at your disposal to help your organization achieve your goals and then some. Today we’re covering the 5 steps to building a nonprofit campaign all while raising awareness and inspiring action.

Tip: Learn how Make-A-Wish America uses the Meltwater suite for their national communications strategies and PR campaigns.

1. Develop a Compelling Call to Action (CTA)

Nonprofit organizations are on a mission to change the world one initiative at a time. In order to do so, nonprofits need a clear message and compelling call to action that attracts donors, supporters, influencers, and volunteers alike.

Stop the Money Pipeline is a great example of a nonprofit that has created a compelling CTA that their target audience can’t ignore:

Think of your call to action as a way to grab people’s attention in less than 2 seconds. In other words, if you had to dwindle your entire organization’s mission down into just a few words, what would it be?

Nonprofits, similar to colleges and universities, have a variety of audiences that they might be targeting at any given time.

This makes it critical to tailor your marketing strategy to each of these audiences individually because each key group will react differently to various messages.

For example, GlobalGiving has created an “Explore Projects” section where visitors can discover causes and funds that they most care about. This allows GlobalGiving to build awareness around specific initiatives while continuing to grow their overall organization.

One easy way to easily organize your different audiences is by using Meltwater's consumer insights reports. You can do a deep dive into the audiences that are driving the biggest results for your organization and double down on those efforts.

Tip: Read our customer story with KidsAndCars.org to learn how the nonprofit organization uses Meltwater for media monitoring, data collection, and fundraising efforts.

Nonprofit marketing campaigns without compelling visuals is a combination waiting to fail. Successful campaigns include both engaging editorial copy and eye-catching visual content. One of the best ways to create something that people will remember is through visual storytelling.

Visual storytelling involves communicating a ton of information – branding, messaging, call to action, and more – within one simple photo or video for audiences to easily digest. Take The Movember Foundation, for example. They create a 1 minute 18 second video to describe to viewers what their organization is all about:

What is Movember?

Their website is chalked with beautiful imagery that only helps to strengthen their brand message.

Visuals are intrinsically linked with deep human emotions. And visual storytelling is a powerful tool in generating the right emotions in your audience that will motivate them to act immediately.

When you mix the power of social media with the world-changing missions of nonprofits, you get a combination with unlimited potential impact. Not only does social media marketing have the potential to reach millions of people, but it provides nonprofit organizations with the ability to showcase their brand personalities and engage with followers and supporters.

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