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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

AI is everywhere these days. It powers our personal assistants like Siri, Alexa, and Google Home, prevents credit card fraud, and even successfully overturns parking fines. With each passing month, AI becomes ever more integral to our world. Last month we learned how AI is changing the job of designers. But the impact goes further than that. Advertising and marketing are at the fore in terms of partnering with digital creative agencies to find unique uses for the technology. In fact, AI is transforming digital marketing in many ways from machine learning to building custom content.

AI is a relatively broad term that encompasses a number of approaches to building computer systems that can ‘think’ and perform tasks as well as, or in some cases better, than humans. Here’s a look at five of the applications for AI that are already revolutionizing digital marketing.

Machine Learning (ML) is AI tech that allows machines to learn from past processes or actions. The technology can also improve its decision-making for similar processes and actions in the future. The uses for marketers include lead generation, search optimization, and ad targeting.

By enabling machines to make these types of decisions, company owners and employees are able to spend more time on the creative aspects of their work. One such business application is the use of personal digital assistants that can arrange meetings between colleagues or business executives.

AI is largely about analyzing vast amounts of data and making decisions based on the findings and predictive analytics is a big way in which AI is transforming digital marketing. Given that marketers base campaigns, ads, and other materials on buyer personas and other data collected from buyer journeys, AI analysis seems like the perfect tool for the task. Our Meltwater consumer insights solution does exactly that.

Platforms and websites already collect numerous kinds of data so consumer patterns can be analyzed. It also allows for the site, ad, campaign, and the like to be optimized as the marketer learns more about customer behavior. AI can sift through and spot behavioral patterns and individual idiosyncrasies much faster and with far more accuracy than a human ever could.

In the near future, these systems will be in command of large datasets from a range of platforms. They will be able to handle bigger campaign decisions and possibly build their own outreach strategies to connect with new consumers by creating copy that matches the profiles of the individuals they have been observing online.

AI is also great for gathering and integrating different datasets from multiple platforms, like social media, websites, apps, and more. The more developed this becomes, the better the technology will get at targeting consumers and customizing ads for individuals.

Using meta-analysis, AI can corral and analyze datasets in much more complex ways than say, Facebook Insights or Twitter Analytics currently allows. Spreading this information over more than one channel which will enable automation in ways that are hard to imagine today.

4. Creating and Presenting Personalized Content

AI programs like Wordsmith are already being used to generate content for news outlets and some businesses. Essentially, the AI program gathers and reports on data fed to it by a spreadsheet or CSV file, based on a range of rules such as ‘if not that, then this’ to fill pre-set templates in with text.

In terms of presenting personalized content, AI will be able to direct you to the articles, ads, or clips that have been determined to be most relevant to you based on your history. The AI system will provide similar content in much the same way that Netflix suggests movies and series you may like based on your previous viewing history.

Just as AI can quickly and easily sift through large amounts of data to create its own buyer personas, it can do the same to find your ideal customers, clients, and work colleagues. What’s more, it can even rate how warm a potential lead is.

In terms of recruiting, sifting through piles of CVs and applications is already becoming outdated. AI is helping screen candidates and creates shortlists to help employers recruit faster and at lower costs. Similarly, systems like LinkedIn’s Sales Navigator allows users find employment leads and potential clients.

AI-enabled tools are being used more in businesses of all kinds to reduce costs, take over mundane or finicky tasks (such as sifting through data for a particular fact or story), and speed up information-sharing.

Analytical tools, content creation, chatbots, and organization are just the tip of the AI application iceberg. Digital marketers will not only need to understand how to engage these systems but also how to do so ethically and without crossing the line from cool to creepy when putting their super AI powers to use.

This article originally appeared in Wax Marketing Blog, it was written by Bonnie Harris from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

5 Ways AI Is Transforming Digital Marketing

Expanding your marketing efforts to new national markets is an exciting and critical moment for your brand. Do it properly and your company’s revenue can sky-rocket by tapping into massive audiences previously off-limits – but do it on the hoof and your international brand will most likely be strangled in its infancy.

Navigating the minefield process of localizing your campaigns to each market without any prior experience can be daunting, especially so with limited funds, but there are a few simple procedural changes marketers can make to their strategies to ensure that creative social supports international expansion. First up…

People in different countries use different social platforms. If you’re in charge of localizing your company’s social media output to new markets, your first port of call should be to work out which platforms are popular in each market – even if they’re unfamiliar to you – and which also are the best fit for your brand.

For example, you can forget about using Twitter, Facebook or Youtube to break into the Chinese market as all three have been banned by authorities. But there are always alternatives to the channels you’re used to – Qzone or Renren are massive in China.

Once you’ve worked out which social platforms will work in each country you're localising to, the next step is to spend some time truly understanding exactly what people are using these sites for; is it microblogging? Sharing videos? Private messaging? The myriad distinctions in function between each social media platform can be dizzying but the best way to get to the bottom of what a channel is all about is to ask the question: what makes this channel successful and popular in this market? Once you have the answer to that, you’re en route to comprehending the essence of a platform.

If you want your messaging to translate effectively across cultures, your content must be relevant and look native to each specific culture. Stay on top of the social and political climates in each market and you’ll avoid churning accidentally insensitive remarks into the public sphere. Remember Kenneth Cole – the best way to introduce yourself to a new market is certainly not to insult that market.

Do your research, respect societal norms and draw up a culture/style guide for each market. Anything less and your social efforts will be wasted.

Related to culture but still distinct enough to deserve separate consideration. This is more about researching the general attitude and personality of a market. When marketing to your own country this is an instinctive process, honed through years of growing up and gaining a sense of nationhood. Unless you’ve spent serious time in the country you’re creating social content for, you will not be afforded this luxury when marketing to new markets and will have to learn it from scratch.

A combination of field and desk research is vital to achieving this. Add it into your cultural style guide and consider the importance of “transcreating” – rather than simply translating your campaigns.

The scourge of every global marketer is having to work with creative that hasn’t been designed with localization in mind. Creating assets like videos, memes and infographics can be expensive enough – being lumped with a tranche of non-localisable creative that has to be made all over again for a new market is insanity; wasting time, money and resources.

If you’re rolling out a campaign across multiple markets, instruct your creative team to plan all assets with localization in mind and to do their utmost to streamline processes at every opportunity. This can be as simple as sending .psd asset templates for infographics to each localization team (rather than .jpgs which have to be edited all over again, inevitably creating unwanted variations between markets). All that planning will be worth it and make the localization process as stress-free as possible.

Don’t use Google translate (find yourself some locals)

Number one sin of localization: Google Translating your copy. I struggle to believe anybody still does but if you do, stop it, stop it right now. This article will help you understand why.

It's wise to create local teams in each country who can be in charge of adapting content to their markets. Cultural savvy is essential here — in-market linguists are best positioned to decide if a particular piece of social content is relevant to the target country, not only in terms of content but also tone. Avoiding committing cultural taboos and understanding what encourages social engagement are not two of Google Translate’s strong points – so get yourself a local.

A good alternative is using Unbabel, who offer an online translation service that combines Artificial Intelligence with Crowd Post-Editing, to provide seamless translation. These guys are actually trying to get the brands’ tone right for their translations.

Also consider applying strict version control and don’t let translators or designers copy/paste content. Subtitling apps can support translators with local market knowledge and help your brand create high quality, geographically relevant content.

When it comes to multiple market translation, social media platforms are prone to messing around with their rules. YouTube, for example, are scared of skewed view counts and have strict rules in place that marketers must adhere to – just having different subtitles doesn’t quite cut it. In China meanwhile, there is a long list of words that you are simply not allowed to use (you’ll be banned from all networking if you do).

Again, the key is to do your research, as well as continually staying on top of any developments in social media platforms’ policies.

While it’s important to tailor your content to multiple markets via segmentation, it is equally important to unify all of these markets through one global brand account – the ‘daddy’ account.

We hope these steps can help you localize social media campaigns. Let us know what you think. How are you crafting your social media strategy around the globe?

This article was written by Joao Romao from Business2Community and was legally licensed through the NewsCred publisher network.

How To Localize Social Media Campaigns

Each day brands and consumers alike leave a trail of digital breadcrumbs. When traced and analysed, this litter of online activity can be used to provide organisations with business-critical information on their audience, competition, industry trends, risks and more.

Did you know that 90% of the world’s internet data was generated in the last two years alone? This equates to 2.5 quintillion bytes of data created on a daily basis. That’s billions of individual data-points containing infinite amounts of business-critical information that can be used to inform corporate decision making.

Although we’ve seen an increase in executives leveraging alternative data (data found from outside of their company’s walls), we’re still seeing many making business decisions solely based on internal data. Even more worryingly, a study by Gartner found that 95% of leaders continue to make business decisions using intuition and significantly underestimate risks as a result.

Internal data, such as sales volumes, financial numbers, CRM data etc. is, and will remain, important. There are a bunch of companies out there, such as Salesforce and Oracle, doing a fantastic job in the business intelligence space, however, internal data looks at the past. The caveat is that it’s a lagging indicator. You wouldn’t drive a car only looking in your rearview mirror. The same should go for steering your business. You need to look ahead to spot hazards and stay abreast of the competition. Alternative data, give businesses the information advantage they need to do just that.

Mining and blending both internal and external insights helps you to stay fully informed and gain a 360 view of your company. Only then can you sleep well at night knowing you’re making decisions utilising the most complete set of data available.

During this article, I’ll walk you through the types of alternative data sources that can be tracked, as well as a handful of signals that can indicate the route to take when it comes to strategic decision making.

A treasure trove of valuable alternative data sources

Publicly available internet sources are a treasure trove for executives. When analysed, they offer insights into your ecosystem and surface threats/ opportunities in tandem. Being able to assess your company against the backdrop of the wider industry and understand the context of the landscape you’re operating in is critical for success. Here are a few examples of external data sources often monitored by the c-suite for that purpose:

Predictive insights lead to proactive business decision making

The remarkable evolution of big data technologies has led to an increase in companies creating data-driven business workflow processes, however, many execs are struggling to make sense of big data. Let’s admit, we’re drowning in it – and some companies are finding it difficult to stay afloat altogether. The truth is, executives need insights as well as data.

Advanced technology such as machine learning, natural language processing and AI are increasingly used in enterprise solutions for the purpose of making sense of big data. By converting unstructured sources into structured ones that enable Search, Alerting and Analytical capabilities, businesses are better able to harness the alternative data around them.

Perhaps one of the most promising areas in which AI helps us to make better business decisions is predictive insights. Using historical and real-time data, specially trained algorithms can look for patterns and signals which indicate what could happen in the future and alert you to real-time opportunities and threats as they grow.

Using external data, you can predict potential IPOs, growth patterns, investments and more. Extracting these trends can give you the edge you need to prepare for disruptions in the market, seize opportunities as they arise, and mitigate risks by solving business problems before they hit.

Systematically connecting the dots across different data sources instead of looking at them in isolation is vital. In doing so, companies can get to grips with casualties and surface insights used to benefit all functions of the company, from marketing, sales, R&D, HR and beyond.

Here are a few examples of signals that executives from various industries are using to inform critical business decision making.

As the saying goes, “no man is an island” – the same applies to businesses.

Each day your competitors leave behind plenty of online breadcrumbs that can be used to anticipate their next move and where your industry is heading. Competitive intelligence looks beyond financial data to provide you with an unbiased and comprehensive overview of your competitors’ strategies, company’s position in the market, customer perceptions, and rising trends to enable more proactive decision making.

Common ways businesses are conducting competitive intelligence include tracking conversation development around patent filings, R&D investments, hiring trends, and fluctuations in ad-spend with the aim of:

Predicting their competitor’s future focus areas

Defending market share from existing and emerging players

Evaluating the impact of current strategies vs how customers are responding to competitors’ strategies

A look at open job listings in competitor companies will show where they’re investing in terms of human resources and the new skills they are after. Significant discussions in the media or on social can indicate critical customer feedback, while financial changes indicate gaps in the market or new opportunities to take market share. Each of these factors demonstrates the wider position of the market and can help boards predict the impact of future decisions.

A search on the hiring trends of key automotive brands found AI giant, Tesla, to be at risk from competitor Volvo. The analysis showcases that Volvo is hiring x2.5 more engineers than Tesla and we see an uptick in jobs with Artificial intelligence, Machine learning & Virtual reality skills. Tesla should use such insights to defend their tech positioning.

News and social media information is a form of alternative data that’s growing in popularity among investors across the globe. Online media is filled with what the financial industry calls signals – or events which can indicate the growth trajectory (or lack of growth) for a particular company.

Below are just a few forward-looking signals used by investors to surface opportunities and discover potential threats since they offer a good indication of how a brand might perform when it reaches public markets.

Expanding on the above, employee turnover and mass layoffs are also indicative of the performance of a company. By tracking online news around mentions of mass layoffs (and the common job titles being let go), staff turnover, changes in leadership strategy, a new direction focus, poor company culture etc, as well as financial documents, investors are using insights to confidently plan where to part ways with their cash based on the general ‘health’ of the organisation.

From crowdsourced ideas to detailed consumer feedback and sentiment, insights drawn from alternative data are enabling product developers to get a much deeper understanding of their users and changing consumer behaviours.

The healthcare space is one example of a sector making positive strides in product development using external data. According to the Google Knowledge Graph, 1 in 20 Google searches are for health-related information. As long as a Google search remains more accessible than a visit to a doctor, there’s a good chance most consumers will continue to consult their search bar leading up to a conversation with a professional. If analysed in aggregate, this search data can be extremely helpful for healthcare professionals looking to better serve this population.

Search data gives us a micro glimpse into the public’s mindset, fears, concerns, curiosities and more. The use of such data points also helps to eliminate biases, so your teams can research and develop products that solve real problems. Leading pharmaceutical companies are also leveraging insights to inform the areas that stakeholders need further educating on, for example, side effects of particular vaccines.

The value of external data and predictive analytics has also increased significantly in the agricultural sector and is changing the culture of farming.

Platforms such as the CGIAR (Consultative Group on International Agricultural Research) and the CIAT (International Center for Tropical Agriculture) are developing models to create strategic foresight scenarios which consider the impact of climate, water resources, and technology on agriculture. Farmers can use insights to make decisions, significantly reducing risk and increasing their chances of successful yield. And the industry has seen great success from doing so. In 2014, during a dry spell in Montería (Córdoba), the CIAT recommended farmers delay planting their rice crop. This advice was followed by 170 farmers. By leveraging external insights, farmers were able to mitigate risks. It’s estimated the farmers who followed advice avoided crop losses valued at over USD 3.6 million and produced a better crop yield in comparison to the neighbouring communities who went ahead with the rice farming as per usual.

By now you hopefully have a better understanding of the dynamic use cases of alternative data and the value it brings. Want to discuss leveraging this for your organisation? Fill out the form below and we’ll be in touch!

Using Alternative Data & External Signals for Decision Making

B2B healthcare companies are increasingly using Twitter for a very public social media footprint that on its surface doesn't mesh with the industry's previously secretive communications strategy. But not only is there now an expectation that all companies use social media, but those that do it well are also netting surprisingly positive results. Here are some examples of innovative content.

The B2B healthcare industry is going through a transformation in the way healthcare providers, insurers, and life science companies carry on their online communications. 

Social media has brought a direct way for companies to communicate with their clients, potential partners, and their community, using social channels to strengthen relationships. Here are three ways healthcare companies use Twitter, the best practices they follow, and new ways they are finding to engage with their community.

Healthcare companies work with a fundamental aspect of human’s lives: their longevity, their quality of life, and most importantly, their hope. The ethical implications of selling life-saving drugs make healthcare companies, even b2b healthcare companies, prefer a human-focused communication style. That’s why all these companies sponsor social initiatives related to the diseases for which they develop drugs.

Genentech, a company that uses human genetic information to develop biotherapeutics, announces its collaborative pop-up store with the Living Beyond Breast Cancer Foundation and Third Bra. By partnering with these companies Genentech is reaffirming their dedication to the fight against breast cancer.

Genentech on Twitter: "#DYK there are many different types of #breastcancer? Today we launched a pop-up experience with @LivingBeyondBC and @ThirdLove to educate that #breastcancer is #NotOneType. https://t.co/mZaDebvx6H… https://t.co/nmAsfbTEUR"

On the other hand, Abbvie (a biopharmaceuticals company) broadcasts their concern about Chagas, a tropical disease from South America.

AbbVie on Twitter: "We care about #Chagas, which is why we support @mapintl & its important mission. Read more: https://t.co/iCm6wDMf1B #WorldChagasDay… https://t.co/7jrq4Y4sQw"

Gilead Sciences, a biopharmaceutical company, tweets about COMPASS, a social initiative to support organizations working to address the HIV/AIDS epidemic in the Southern United States. 

Gilead Sciences on Twitter: "#HIV/AIDS continues to be a public health crisis in the U.S., particularly among gay and bisexual men. This situation is most acute in the Southern U.S. which is why we launched the #GileadCOMPASS Initiative™. Learn more: https://t.co/pP3ipMZYN2. (Image via @AIDSVu)… https://t.co/3NCop3PTpi"

When people think about high tech, they think Google, Facebook, and Amazon. But healthcare and biotech companies represent a large piece of the industry. To understand their market share, in 2016 the biotech industry in its entirety received over $7 billion in venture capital funding, that’s 10% of the total $69 billion invested in the United States for the same period.

Healthcare companies have to compete in a crowded space where talent is scarce. For that reason, they use Twitter to deliver content that supports their corporate culture, such as team building activities that support their community.

AthenaHealth, a healthcare software company, shares the volunteer work their employees do in Watertown, MA.

athenahealth on Twitter: ""Volunteering is a critical component to our success.  Our employee volunteers work alongside our partners to address the social determinants of health in our communities," - @jemercs, Senior Manager of #athenaGives. #nationalvolunteerweek… https://t.co/usYSPhsOUw"

Greenway Health, a privately owned vendor of health information technology, did something similar when their employees volunteered at the American Cancer Society. 

Greenway Health on Twitter: "Some of our @greenway team members in the Alachua, Florida office recently volunteered their time to take part in a @AmericanCancer @RelayForLife event in their community.… https://t.co/Ks1zPw1agt"

In a similar vein, DrChrono, a medical platform for physicians and patients, retweet their VP of Sales and Customer Success, who’s proud of working for over 4 years for their company, something that shows how well the company cares about their employees. 

Craig Silverman on Twitter: "@drchrono company meeting today! My #4 year anniversary 🎂 still excited about our mission to improve #healthcare #growth #Hiring #siliconvalley… https://t.co/ZJhx270q3D"

3. Distributing Content for Lead Generation

All B2B companies need to generate a large number of leads to expand their sales pipeline and hit their quarterly goals. Since B2B healthcare companies have product offerings that are very complex and costly, they need to plan their sales lifecycle so as to continuously generate more business opportunities.

That’s why they rely on content marketing to generate leads. From blog posts to whitepapers to podcasts to webinars, B2B healthcare companies use content to grow.

Kareo, a cloud-based software company for independent medical practices, hosts Twitter chats to connect with their audience in real-time. 

Kareo on Twitter: "Looking forward to tomorrow's #KareoChat hosted by Tony Guerra @Tony_PharmD. Join us at 12pm EST/9am PST!… "

McKesson uses Twitter to broadcast their latest blog post. 

McKesson Corporation on Twitter: "One of the biggest challenges for independent pharmacies is understanding how PBMs evaluate them. Our VP of Pharmacy Performance shares 5 ways your pharmacy can earn top scores in these evaluations. https://t.co/JuFeGrtZUS… https://t.co/qjSDU67hDJ"

Cerner, a supplier of health information technology solutions, highlights the value of their podcast. 

Cerner on Twitter: "With more and more focus on a consumer-centric health care environment, hospitals and health care systems are increasingly facing organizational and strategic changes. Listen to The Cerner Podcast: https://t.co/LOpZMMPhPj… https://t.co/jN9FdERoHk"

Finally, Cardinal Health, a pharmaceuticals and medical products distribution company, shares their webinars, which in this case, is focused on attracting laboratorians—their core target audience. 

Cardinal Health on Twitter: "Lab pros can improve patient care while proving their value in expanded consultant  roles. Learn about the growth of clinical laboratories in next week's webinar. Register today: https://t.co/LVCgyuCYuf… https://t.co/0iCj4SkZ4p"

Twitter continues to be a key channel for B2B healthcare. While these organizations vary in their offers and audience, they all have one thing in common: they use Twitter to connect and generate awareness about diseases, attract talent, and create business opportunities. In essence, the B2B health industry doesn’t use social media very differently than the b2c industry. They do follow the best practice strategy of considering their audience and crafting content that their followers are receptive to and engage with.

If you want to take B2B social media to the next level, consider downloading our ebook on building a social media program on any budget.

3 Innovative Ways Healthcare B2B Companies Use Twitter/X

We’ve all been in either one of these scenarios:

1. You come across a movie trailer that caught your attention… until you saw that it was rated 30% on Rotten Tomatoes along with many negative reviews. Nah, not worth it, you thought.

2. You are searching online for accommodation for your vacation in Bali and come across a listing with great pictures. You scroll down to the review section and read that they have low hygiene standards. Nope, you close that tab and continue your search.

These experiences are not uncommon, and they both demonstrate how detrimental a single user review can be in diminishing the credibility of a brand or product. A single review can change the minds of consumers even if the Marketing team has done a good job with promoting it.

User reviews have always played a crucial role in the consumer decision-making journey, and due to a few recent developments, their influence will only continue to grow. The first is Google’s optimisation of their review feature, which is now closely linked to SEO rankings for both web and map search. Also, Google has made the review process more seamless, adding in prompters to consumers to ensure they give a clear review that will benefit other consumers. With Google making it much easier to share and read reviews, we can expect the volume of Google reviews to grow over time.

The next driving force is the growth of social and e-commerce platforms. E-commerce companies have been around for some time, and a large part of their business model relies heavily on users sharing their experiences through reviews. User reviews assure shoppers that the product or service they are intending to buy can be trusted, reducing risk and uncertainty in the buying process. As e-commerce companies move towards social commerce, the volume and speed of user reviews will see a boost.

Review tracking – now a business must-have

User reviews are a type of word-of-mouth, but unlike speech that disappears once it is spoken, these reviews remain online. A user review can range from generic ones like “I love/hate it”, or in-depth ones that go into detail about what exactly they like or do not.

When brands start tracking reviews and mining this data at scale, they are essentially listening to the organic voice of their consumers. Customer pain points, what they care about and their buying behaviour are insights that can be derived from tracking these conversations. No longer do companies have to pay big money to market research firms to get this kind of insight – that information now exists online and in huge volume. And this is why is it crucial for companies to engage in text mining to extract that data.

The strange thing is that despite many brands acknowledging the need to track user reviews, it is still not a mainstream practice for many organisations. I believe this is attributed to several factors:

1. The perception that it is not practical 

As the saying goes – you don’t know what you don’t know. And many organisations do not know about the existence of companies that provide review tracking services as scale.

2. Many organisations believe they can rely on manual tracking 

The first thing that people think about when I mention review tracking is keeping an eye on reviews on their own brand on a limited number of platforms. This manual process involves randomly visiting review pages and transcribing any new user reviews onto an Excel spreadsheet. It is a time-consuming process that limits the kind of data they can get.

3. No best practice or methodology in place for organisations to scale 

Let’s say your organisation takes the first step and engages in a review tracking service to extract all that data. The next question to think about is what they should be tracking. Not many people can begin to imagine the scale of this task at hand.

Just to give you an idea of the magnitude of what should be tracked – let’s imagine we are a B2C electronics company. Think about the various products we own and the variations of each product. These multiple product listings sit on different e-commerce platforms and discussion forums. Next, to truly understand our consumers, we also want to track reviews of our competitor’s products, and the number of competitor products out there feels almost endless. Manual tracking doesn’t seem so viable now, does it?

User review tracking seems like a huge undertaking, but the good news is that Meltwater can automate the entire process to give you the relevant insights. As I have shared during the FUTR Asia event, Meltwater has the ability to do web crawling at scale. We can extract user reviews from any site with HTML pages such as Google reviews, TripAdvisor and e-commerce platforms such as Lazada.

More importantly, our powerful Natural Language Processing (NLP) technology enables attribution tagging. What this means is that it automates the reading, analysing and categorising of user reviews with near-human accuracy.

When this data is exported to Meltwater’s analytics platform, what you get is a comprehensive report that gives you a deep understanding of your consumers in an instant. It is exciting to imagine the potential strategies and initiatives brands can drive with the new knowledge and insight they get from external data.

If review tracking is something your organisation would like to explore, feel free to reach out via LinkedIn or email me at mimrah.ch@meltwater for an exploratory session.

How To Understand Your Consumers’ Voice With Review Tracking

More companies are evaluating their focus on environmental practices and corporate social responsibility. However, asserting a commitment to the environment and actually adhering to “green” practices are two different things. 

In recent years, many consumers have called out companies for what’s known as “greenwashing.” This refers to making unsubstantiated or misleading claims about the environmental benefits of a particular company practice or decision. In doing so, companies create the illusion they’re more environmentally friendly than they really are. 

Here are some examples of greenwashing and how companies and their communications teams can avoid it while recommitting to green practices.

1. Contributing to nonprofits for a certain disease—and then selling unhealthy products known to cause those diseases

What do you make of a company that contributes to the American Heart Association yet sells fast food to customers? Or a business that makes candy, yet donates to charities dedicated to diabetes awareness?  

To avoid this type of corporate greenwashing, make sure your product lines include healthy products that contain natural ingredients. If a wholesale healthy menu makeover isn’t possible, then focus on ensuring your messaging around product features is both accurate and transparent. Once you’ve aligned your business practices with the marketing message you’d like to share, look at top healthcare brands who got it right for inspiration.

2. Encouraging recycling—but selling products harmful to the environment or providing plastic bags for customers to take recycled items home

Even if a retailer means well and shares messages about the value of recycling, they may not have completely thought through just how green their actual business practices are.

Also, to be meaningful in your approach to environmentalism, help your customers adhere to “green” principles. Consider the following tactics:

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