The Paired Value of Human Analysis and Social Listening Software During a Crisis

About this talk

Your online reputation can affect your brand, your key audiences, and your bottom line. When a small private higher education institution in the United States anticipated a legal decision from a case two years ago, they knew that it could be reputation harming. This case study examines how Campus Sonar, a specialized social listening agency, worked with this higher education institution to monitor and assess the effects of this legal decision on the school’s online conversation via social listening. Using Brandwatch Consumer Research, a social listening tool, paired with human analysis, Campus Sonar Social Media Data Analysts examined the online conversation around the legal decision in order to support the school’s communication professionals in developing a strategy and response to the crisis.