Cutting through the noise – using corporate social media monitoring and analysis for crisis communications

Social media adds a layer of complexity and confusion to a crisis. The speed of interactions, the sheer volume of information, and the noise that disguises relevant content can significantly amplify an already high-pressure situation. Throw in doubts about the legitimacy of content – is it fake? – and you are left with a scenario that can feel impossible to navigate.  

But online analysis offers vital insight into a developing crisis, making it crucial to have an upfront idea of why and how you want to deal with it and how to obtain optimal results from this wealth of information. This report, authored by Ryszard Bublik, chief executive of media monitoring and analysis company Social360, explores how better monitoring of social networks is a powerful tool for crisis management that can deliver valuable intelligence – as long as you cut through the huge amounts of data generated online.


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