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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

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?
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

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

In an ideal world, marketers would have all the budget they need to invest in marketing software and tools, but in reality, budget restrictions force us to prioritize decision-making.

Without having a ‘trade-off checklist’ in mind, you run the risk of putting all your eggs in the wrong basket. So to ensure that doesn’t happen, we’ve put together a list of considerations for marketing pros to bear in mind before deciding on the most appropriate marketing software. 

Questions to Ask When Choosing a Marketing Software

Marketing software refers to the variety of tools and platforms that enable businesses achieve their goals or objectives. 

By helping teams to successfully plan, implement, analyze and measure their marketing strategy efforts, these marketing tools reduce wasted time, missed opportunities, and free up space for more accurate forecasting and creative campaign strategizing. 

The combination of these tools and software is also known as the “marketing technology stack” or "MarTech stack" for short.

Tip: These are the Top Marketing Campaign Measurement Tools on the market

Regardless of whether you work for a global brand or a small business, all companies can benefit from marketing tools. Using software and marketing automation offers a wide range of benefits including:

With advantages like the above, it’s no wonder that "Global martech spend is projected to surpass $215 billion annually by 2027" (Martech.org). But investing in tools is one thing. Having them work for you is another. 

Read on and find out how the marketing leaders in your organization can ensure they’re on the right decision-making path.

The growth of the MarTech category over the past decade+ is astounding. Unsurprisingly, when it comes to purchasing marketing tools, 50% of professionals said their biggest frustration is the volume of solutions in the market. 

Additionally, MarTech software covers a very broad range including:

One of the most important marketing tools, the Customer Relationship Management solution (CRM) is a cross-departmental, team-agnostic platform and could be thought of as the heartbeat of your company. 

All customer data, from demographics to transactions, is stored in your CRM. Every company has one in some form or another. Some use a simple spreadsheet to keep track of their sales and marketing information, others use sophisticated enterprise-level software. 

Regardless of what system you use, your CRM is the place to go if you have a question about your prospects or customers. This is where your team keeps on top of critical marketing information.

Whatever CRM vendor you choose, it’s imperative that you do your due diligence and research first. You'll want to stick with your choice since migrating customer, prospect, sales, and marketing information to another system, while not impossible, it is  a logistical nightmare!

Tip: Learn more about customer intelligence and retrieve customer intelligence analytics from customer intelligence platforms.

Top recommended web analytics tools and software:

Web & mobile analytics platforms inform the understanding of user behavior across web pages and mobile apps. This software helps companies gather information on the micro-moments that matter to audiences during their exploration of your website. They do this by analyzing audience behavior such as:

How they found your site (organic, referral, paid)

How often are they coming to your site (single vs multi-session users)

Most popular pages (traffic volume, time spent on page)

Where your audience moves to as they navigate from page to page

Which pages cause your audience to bounce and leave your site

How many, and which, touch-points take place before a conversion

What pages influence the most conversions

Which devices, networks, and operating systems are used to access your website or app 

Curious about the most popular devices, websites, and other consumer behavior statistics from around the world? Check out the 2024 Global Digital Report.

Top recommended content marketing tools and software:

Tools for content marketing help with content curation, workflow, promotion, and creative, as well as measuring exactly what kind of content your readers prefer and how they like to consume it. By arming yourself with these insights, your content marketing strategy and campaigns are much more likely to perform well.

A note on the importance of social media:

As the global use of social media continues to rise, so does its importance for brands. Marketing pros can’t afford to miss critical mentions across social networks. 

Social media management tools help teams meet this challenge and perform a diverse range of activities including social listening and community management. 

Tip: Check out the best content marketing tools for your company.

There are a few major players in SEO software, making this area a bit more consolidated. SEO software tools generally offer either a free trial or a free version making it easy to determine which one is the best fit for your team. With SEO tools you can track things like inbound links, page rank, domain authority, SERP activity, and analyze which keywords you should be targeting with your content.

A note on links: inbound links are an incredibly important SEO signal. They are powerful indicators that strengthen your page authority, especially when they come from other high domain and reputable websites. Increasingly, PR activities are tied to the goal of gaining backlinks, and PR pros should know about this facet of SEO in order to achieve the maximum results for their clients.

For smaller companies, a commonly used free option to track media hits and gauge the health of your backline profile is Google Alerts. However, while the price may be right for those working with a limited to no budget, there are several limitations, not the least of which is human error. To save time, reduce mistakes, and to get better analytics, consider a media intelligence platform like Meltwater.

With Meltwater, you can track and share all things PR and marketing related in real-time through interactive dashboards. Having both your PR and marketing data analyzed in the same tool eliminates silos and ensures that all teams work from a single source of truth.

Marketing automation tools are designed to work seamlessly with your CRM software, making it easy to implement personalized programs at scale, such as a email drip campaign to help nudge prospective customers further down the funnel. 

Moreover, many marketing automation tools have features like lead scoring, which determines the engagement threshold at which warm prospects are sent to sales. They also have landing page creation options, used to encourage clicks to become conversions.

Data visualization is becoming increasingly more important for marketers. It not only helps break down important marketing metrics and KPIs for sharing internally with executives and leaders, it is also a powerful tool for presenting information in blog posts, guides, webinars, white papers, and any other marketing collateral that you might create and share. 

Marketing Tools and Software: How to Choose the Best One for You

What’s your go-to container for your favorite beverage? Mug, bottle, insulated tumbler with a straw? Whatever it is, grab some water and settle in — today, we are taking a closer look at the phenomenon of the viral Stanley tumbler. 

Marketers have a lot to learn from the success of this once-overlooked drink vessel. We used the Meltwater Media Intelligence Suite to get the numbers on the cup everyone is talking about.

Not to be confused with the hockey championship trophy of the same name, Stanley cups are stainless steel tumblers sold by the Stanley drinkware company. Formally known as the Quenchers, they first went on the market in 2016 but didn’t become big sellers until 2020, when they became a hit on social media. Two years later, they saw a 275% year-over-year increase in sales. Today, Stanley tumblers may very well be the most popular cup in the world — at least when it comes to online conversation. 

Sales of reusable bottles have been on the rise for years, giving birth to other retail hits like the Nalgene bottle, the Hydro Flask, and the S’well bottle. 

The Stanley Quencher stands apart for being huge (it comes in 14-, 20-, 30-, 40-, and 64-ounce versions), highly insulated, extremely durable, having a handle and straw, and coming in a wide range of standard and limited-edition colorways. Together, those qualities make the cup an accessory to keep at hand all day.

The Stanley Quencher first became a trendy bestseller in 2022. That year, The Wall Street Journal, which deemed it “the new office status symbol,” reported that the company’s waitlist for the bottle was 150,000 customers long. 

That success came after Stanely radically changed its marketing strategy. After seeing one shopping blog’s success in selling the cup to its female audience, the company pivoted from marketing the cup primarily to outdoors enthusiasts and workmen to targeting millennial and Gen-Z women. From there, sales took off, and the cup became part status symbol, part collector’s item. 

Stanley then introduced a revamped version of the cup, the Quencher H2.0, in late 2022, paving the way for new levels of virality in 2023.

What does the Stanley cup online conversation look like?

We used our social listening and analytics solution to analyze the Stanley tumbler conversation from January 15, 2023, through January 15, 2024. Over those 12 months, mentions of the cup were almost 900% higher than those in the previous period.

As our analysis shows, online conversations about the cup spiked on November 17, 2023, at more than 20,600 mentions. This was largely thanks to an internet user who posted a video of her Stanley Quencher that survived a car fire. In the video, she revealed that the cup still had ice in it, a testament to its superior insulation.

Stanley responded in what was perhaps the best retail PR move of 2023 — offering to buy the woman a new car. The story spread across social media and was picked up by traditional media outlets in the United States and abroad. 

As a result, “fire” became one of the top keywords in the overall conversation.

Mentions of the cup spiked again on December 28, 2023; that day, the top keyword in the Stanley conversation was “Crocs”.

This was due to a viral tweet that highlighted that the current Stanley CEO, who took the tumbler from the verge of discontinuation to retail success, previously worked at the footwear company.

Most recently, the conversation spiked on January 5, 2024, when Forbes, The Washington Post, and The New York Times all published articles about the Stanley phenomenon on the heels of the company’s viral collaboration with Starbucks. 

The special-edition “Galentine’s Collection” of tumblers launched in Target stores on January 4, prompting fans to camp outside of the retail locations — and even tussle with each other — for a chance to buy the $49.95 cups. As a result, mentions of Starbucks in the Stanley tumblers conversation increased by more than 800% compared to the previous two weeks. 

Stanley cups have a large and enthusiastic following, but our analysis shows that the sentiment of the overall conversation is mixed.

One of the most engaged positive mentions came from this viral Reddit post showing a girl crying and hugging her father after receiving one of the tumblers as a gift.

Meanwhile, one of the most-engaged negative mentions also came from Reddit via a post from someone who doesn’t understand what the hype is all about.

As our AI-powered content clusters tool identified, Stanley cup-related incidents of school bullying, as well as injuries related to the Target launch, have also contributed to negative sentiment about the product and the craze surrounding it. 

What can marketers learn from the Stanley cup craze?

First and foremost, the rise of the Stanley cup shows that brands see success when they follow the lead of their audiences. Had the company continued to pursue the outdoors segment instead of millennial and Gen-Z women, we wouldn’t be talking about it today.

Next, the success of Stanley cups shows just how crucial social media is to attracting attention and building an aesthetic around a product. Partnering with influencers and celebrities who highlighted the cup as a lifestyle product rather than a strictly utilitarian one was key to its success. For example, our analysis shows that mentions of #ad in the Stanley cups conversation from January 15, 2023, through January 15, 2024, were 4,480% higher than those during the previous 12 months. (That random car fire helped, too!)

The brand’s partnership with country star Lainey Wilson has proved particularly successful, with a recent collaborative Instagram post racking up more than 131,000 likes.

If you’re looking for a Stanley cup-like boost to your bottom line, start by using social and media intelligence to see where your audiences are and how they are connecting with your brand. See how the Meltwater Suite can take the guesswork out of your marketing by scheduling a demo today.

The Stanley Cup Craze — a Social Listening Analysis

A strong marketing strategy is key for maximizing ROI and encouraging positive growth. Set your marketing team up for success with our tips on crafting a strategy using vital customer acquisition and growth channels.

What Are the Different Kinds of Marketing Channels?

Broadly speaking, a "marketing strategy" can be defined as follows: a business’s plan for getting in front of potential users and turning them into purchasers. 

Depending on if your business is more transactional or relationship-focused, a marketing strategy oversees all the ways to encourage repeat website visits and purchases. Your strategy and goals are executed through a marketing plan, which breaks down the day-to-day structure for putting your ideas into action.

To get started, establish a strong foundation by looking closely at how you're benchmarking against the previous years. 

This will help you establish the specific marketing goals and KPIs you want to achieve.

A marketing plan takes your marketing strategy and goes into more detail about how it will be executed. Marketing plans are usually channel and campaign-specific. 

Your marketing plan is your roadmap for executing the strategy and achieving the marketing goals of the campaign. It should have a date-based timeline, giving you plenty of buffer space for gathering assets and planning the launch. 

The strategic marketing channels we discuss below each have their own complexities. This means that your marketing plan needs to include what each one is responsible for. 

For example, say your company is planning a major product launch. Perhaps you want to schedule several teasers on social media leading up to the launch. You'll need promotional copy and imagery prepped. 

Where are you linking to? A landing page or blog page on your website? Well, this means you need a content writer and possibly a web developer to help. You'll might also want to announce the launch to your email lists. Maybe once the product is on the market, you want to work with a group of influencers to promote it to their audience. 

This all leads to a lot of cats to heard and staying organized is key. So having a carefully laid out social media marketing plan, content marketing plan, email marketing plan, and influencer marketing plan is essential. These should all strictly agree with each other so that all team members are on the same page and not stepping on toes (or missing opportunities).

Promotional materials needed, including press releases, social copy, and content

While there is no perfect template for the best marketing plan — and it should be specific to your brand — here are some top tips for success:

Set up a campaign calendar. Identify the marketing campaigns you want to do throughout the year. Check out our blog about how to create a social media content calendar for ideas!

Apply dates to deliverables. When you have a timeline associated with each component of a marketing campaign, it helps everyone stay on the same page.

Apply reasonable budgets. Make sure you’re allocating marketing funds where they are most needed to achieve the goals you set for this year. Think creatively about places you can save.

There are many factors that contribute to your business's success, and a successful marketing strategy is one of them! Here are a few key tips for creating a strategy that will have an impact and drive conversions.

First and foremost, you’ll want to assess your performance from the previous year. Highlight the bright spots and the areas that could use improvement. 

Data-driven decisions are important. But it can be very easy to get pulled into the weeds of looking at every single type of marketing metric — especially for data nerds. 

It’s crucial to make sure you're pulling the most relevant metrics that tell the important stories for your team to start planning. 

Recommended metrics for marketing teams include:

Conversion rates at key points in your consumer acquisition funnel 

It’s also recommended to run a SWOT analysis. Create a table to visualize your brand’s Strengths, Weaknesses, Opportunities, and Threats.

Any marketing strategy should begin with a solid understanding of your audience. If you haven't already, start building marketing personas and audience segments so you can more accurately and effectively structure your marketing priorities and hone the tactics you use to engage existing and potential customers.

Remember to go beyond basic demographic information. Marketing has grown in sophistication as has our understanding of our customer's needs. After doing some audience research you may learn about new markets you could be reaching based on their hobbies, interests, and priorities. 

It's also worthwhile to think beyond the "typical" or "expected" audience and challenge your assumptions. 

For example, if you're a company that makes baby products, consider single dads, brothers, sons, and other adjacent communities that may also have a need for your products; rather than marketing strictly to women and mothers. In many instances, marketers can drive barrier-breaking conversations forward — so use your marketing powers for good!

Tip: Read the Marketers Guide to Unified Reporting

Use this year to take another look at your customer journey. Given that much of the world now works from home, at least part time, our schedules, priorities, and routines might be different than when you first mapped your customer journey. 

Users could be be online at different times, meaning the right moment to reach out for the highest conversions will be different than before. 

Even if they’re not ready to purchase, you should have touch-points in place to keep them coming back. And when they are ready to buy, the purchase flow and CTAs should be straightforward. You don't want to make it confusing for someone to complete their checkout. This is especially important for social commerce and in-app purchase flows.

We've said it before, and we'll say it again. Goals and KPIs are the bread-and-butter of marketing, or really any business initiative. They are what help your marketing strategy take shape. 

Without goals, you end up just charging ahead aimlessly. 

Without KPIs, you won't know how success is measured and who is responsible for achieving a certain metric.  

So, taking what you learned from last year, it’s now time to identify any new objectives, and the KPIs you want to connect to them for measuring success.

Tip: Keep it reasonable, and be honest! We want ambitious but achievable benchmarks for successful marketing campaigns. Don’t apply an impossible KPI to an impossible goal, but don’t go too easy either. Strike a balance so you don't burn out your resources or cheat yourself out of potential growth.

Lastly, assess the channels you're currently using to see where you should focus your efforts to achieving your marketing goals. Start where you already have a presence, but also create a list of channels where you'd like to get more established. 

Perhaps you're ready to launch a TikTok account, or start a YouTube channel, or maybe you now have a bigger budget to add more digital advertising into your marketing mix.

While you may be spending more time and energy on one channel over the other, it's definitely good practice to make sure you're covered in all the major areas of the PESO marketing model: Paid, Earned, Shared, and Owned.

We'll go into all the different channels for marketing below, but here's a quick overview:

Paid: advertising, paid search, paid social, purchased blog articles, or purchased spots in an email blast.

Earned: word-of-mouth, UGC, guest blog posts, reviews and comments.

Shared: closely related to Earned, shared media is any content that is shared in the media by other brands, companies, or individuals.

Owned: blogs published on your website, social posts on your channels, your own email marketing efforts, or gated content created by your team.

There’s almost no point in setting up a rockin' marketing strategy if you are operating in a void. You need to keep tabs on what your competitors are doing, how successful they are in their marketing and PR strategy, and what their followers are saying so you can measure yourself against them accordingly.

Tip: Take a look at our competitor benchmarking blog and use a competitive analysis tool like the Meltwater media intelligence solution to automate this process.

There are several different ways you can use marketing to promote your business. Which ones you focus on depends largely on your specific goals, but it is recommended to use more than one channel in order to maximize ROI for your marketing team. 

To be successful, a comprehensive marketing strategy typically involves a combination of marketing methods, including email, social media, and digital advertising. For true success, no matter how large or small your team, the marketing efforts from each of these areas should work closely together.

As a savvy marketer, your job is to stay on top of the tried and true channels while identifying interesting opportunities to reach new audiences and micro-communities, which social media is well suited for.

How social media fits into your marketing mix depends on your buyer personas and your marketing objectives. But it’s an important channel that you can't ignore no matter how big or small of a role it plays in your overall strategy.

Top social platforms for digital marketing include:

LinkedIn: post company news, connect with others in your industry, find influencers, and create thought-leadership posts that establish authority in your space.

Facebook: the demographic of Facebook users has shifted significantly in recent years. 65+ is the fastest-growing age range, reaching 40% in 2019. Whereas teens dropped from 71% in 2015 to 51% in 2018. Be sure to consider this when advertising on Facebook!

Twitter: 280 characters to get your message across, and a dialect of hashtags, memes, and GIFs to understand. Twitter is the ideal platform for building your brand personality.

Instagram: with over 1 billion users accessing the network every month, Instagram is incredibly useful for social media marketing. Follow hashtags to find influencers and create Stories and Reels to share engaging behind the scenes glimpses, tips & tricks, and more.

TikTok: a massive audience, quickly growing beyond GenZ, TikTok has taken the social marketing world by storm and shows no signs of slowing down. Hop on trends, run a HTC (Hashtag Challenge), and tap into a growing influencer cohort to reach new followers. 

YouTube: Dip into longer, more polished videos with a YouTube channel. You can also create Shorts directly from your longer videos — a quick and easy way to diversify your content and get in front of new eyes.  

Authenticity on social media is one of the toughest balances to strike but also a key component to the success of your social marketing strategy. Social Influencer Management Platforms and Influencer Marketing Tools can help you. 

One brand that does authenticity and values-based social media marketing extremely well is Dove. 

They understand clearly what their audience values and the issues they care about. In particular, these include body positivity and diversity. Dove's numerous campaigns around these topics focus on individuality and highlight female empowerment:

How to Create a Successful Marketing Strategy in 2025

Meltwater works with over 30,000 agency and brand clients all over the world. Operating in many diverse markets gives us unique insight into the challenges marketing agencies like yours face when it comes to staying agile and demonstrating results. Leading agencies are using Meltwater to address these challenges with ease. Together, we can explore how these agencies are transforming their efforts and proving their value thanks to the power of technology and insight.

Our aim is to provide a single source of truth for your agency as well as your clients.

The Meltwater Blog

Marketing Tools and Software: How to Choose the Best One for You

The Stanley Cup Craze — a Social Listening Analysis

How to Create a Successful Marketing Strategy in 2025

How Will Leading Agencies Use Meltwater In 2024?

The Best eCommerce Podcasts to Listen to in 2025

The 8 Slack Communities Every Marketer Must Join

The 20 Best Finance Podcasts 2025

How To Hire A Marketing Firm: 7 Tips

Millennial Cringe: What it is, who's talking about it, and what it tells marketers

What is the Difference Between Marketing and PR?

The Top 10 South African TikTokers 2025

Digital 2023 October Global Statshot Report