The Solution

The Solution

The association’s human-curated daily Media Impact Reports (also known as executive news briefings) provided rich daily summaries of media activity, but didn’t provide the insights it needed in terms of measuring coverage impact, competitive analysis, and assessing the overall media landscape. The client’s original daily briefings also did not cover social media.

Fullintel suggested a monthly curated analysis report powered by advanced metrics – including Fullintel’s proprietary Media Impact Score (MIS) – to supplement the briefings. 

This report would be populated by deep metrics including average MIS (in traditional and social), top competitors, top coverage drivers, traditional and social media sentiment, net sentiment, key topics by sentiment, and competitive MIS.  

The monthly analysis report would allow the association to make more informed decisions and more effectively manage its brand reputation, ultimately providing a better experience for its customers.

The Solution

The client communication’s team’s goal was to track anyone discussing the university and its campus community on all relevant social platforms, including Discord, Twitter, TikTok, Instagram, YouTube, Facebook, and LinkedIn.

The team needed to be alerted in real-time to any potential threats to keep the community safe – not an easy proposition when monitoring several thousand posts per day on popular social and discussion platforms.

The project included the following objectives:

• Develop and implement a robust monitoring system that scans social media platforms for posts and comments containing threats of violence against any university community member, as well as content that may be detrimental to the university
• Proactively detect and categorize threats based on severity, while establishing clear response and escalation protocols for each threat severity level
• Provide real-time notifications and alerts to university management and local police for immediate action
• Continuously monitor for accuracy and effectiveness and evaluate outcomes to make necessary adjustments

Fullintel’s social media monitoring and crisis management services were well-positioned to meet this challenge through real-time alerts, daily analysis reports, and human-curated monitoring of all relevant social channels.

Fullintel proposed a comprehensive, human-curated, real-time social media threat detection and alert system including real-time alerts and weekly reporting. This proposed system needed to operate around the clock, every day of the week – even holidays.

The Solution

Fullintel’s combined human social media curation, real-time alerts, and weekly reporting powered by a series of qualitative and quantitative metrics and insights including sentiment and reach.

To avoid excess noise or missed posts, monitoring is conducted manually with some automated assistance. This hybrid approach is how we provide deep intelligence from LinkedIn and other platforms unavailable in automated SaaS tools, and provides a more accurate, relevant, and reliable dataset than fully automated monitoring alone.

This approach also allows for much faster and more accurate threat assessment in situations where seconds can make a huge difference.

Fullintel’s strategy included the following elements:

Automated monitoring with human curation: Fullintel continually receives automated content feeds from social channels, 24 hours a day, seven days a week. This content is ingested and validated by an expert Fullintel analyst to assess the level of potential risk.

Manual monitoring: Fullintel analysts also manually comb through social media channels to fill any gaps that may have been missed. Fullintel manually monitors the university’s Discord channels to identify any conversations that may pose a potential threat.

Owned media monitoring: All private and direct messages and comments received by or posted on the social media pages handled by the university are monitored and analyzed.

Real-time alerts: Fullintel promptly alerts the university via phone call or email if any posts or comments contain threats of violence against any member of the university community, or if the content negatively impacts the university.

Weekly curated reporting: Weekly curated wrap-ups of the week’s social content is provided in Excel file format. This facilitates convenient tracking and monitoring for university executives, informing them about weekly occurrences that have a negative tone or may pose a threat.

To assess the impact of its film-related campaigns, events, and marketing endeavors, the client engaged Fullintel to monitor and curate traditional and social coverage of the company’s promotional activities associated with the film’s digital release.

With a budget of several hundred million dollars set against heightened media and public expectations, the company needed accurate information to ensure it received a solid return on that investment in the media and public spheres.

There were several challenges around this assignment, however, most notably the sheer amount of coverage the film received. Much of that coverage was ther irrelevant to the company or simply passing mentions.

To combat the above issues Fullintel recommended a human curation approach that wouldn’t overwhelm the client’s communications team with waves of irrelevant data. This would be combined with daily media impact reports and a curated analysis report to provide deep insights into the reach and public reception of campaigns. Fullintel recommended advanced metrics that specifically measure recall, behavior, and audience drivers.

Fullintel also proposed a similar approach to track future digital film releases. This would help the team understand the trends and reach of each release relative to one another, enabling it to correlate this data with revenue projections and actual revenue numbers.

The Solution

Fullintel’s strategy combined human curation along with daily, weekly, and end-of-event analysis reporting powered by a series of qualitative and quantitative metrics and insights including sentiment, reach, trend analysis, and other metrics.

Unique metrics included in the wrap-up report include deep analysis on drivers of recall, audience, and behavior. Along with standard traditional and social media metrics, unique implementation elements included:

Media Impact Score (MIS): MIS measures coverage quality of traditional and social content through reach, sentiment, prominence, key messages, and other factors, with every metric assigned a value based on its unique importance to the client. MIS applies an easy-to-understand score out of 100 to individual articles that can then be extrapolated to evaluate entire campaigns, issues, time intervals and more.

Recall drivers: Fullintel measures attributes that play a role in creating lasting impressions, including exclusive prominence, headline visibility, and branded visuals.

Audience drivers: These are factors that influence and motivate the audience’s behavior and engagement. These attributes include outlet tier and how news articles trend on social media.

Behavior drivers: Attributes that prompt readers to respond or react, and can be identified through embedded hyperlinks. Fullintel’s analysis of behavior drivers helps the client’s team influence and shape desired behaviors.

Voice analysis: This analyzes the sentiment of specific individuals quoted or featured in coverage who express their opinions or provide details about the company, movie, or ongoing promotional activities.

The client possessed a global media footprint requiring a robust and fast-moving media measurement program fed by content sources around the world (even those behind paywalls or other gateways). But its previous automated media monitoring and measurement approach did not allow for effective campaign measurement or provide a full understanding of media impact, and often included many irrelevant or missing mentions.

That’s why Fullintel proposed a human-curated media monitoring and measurement program underpinned by relevant and timely social and traditional media content, and led by a dedicated analyst that knows the company’s business and industry intimately. The program included the following objectives:

• Measure the impact of construction and development campaigns
• Track and analyze media efforts around company-managed housing
• Improve outcomes around measurement efforts and improve content relevancy
• Get a handle on the satisfaction of residents and its impact on the company’s reputation, especially during times of crisis
• Monthly analysis of competitor performance and industry developments

The company also wanted to use Fullintel to help it meet an internal communications goal of keeping traditional and social media negative sentiment at or below 25 percent each month.

The Solution

Fullintel’s reporting strategy was proposed to include a range of advanced qualitative and quantitative metrics, delivered monthly and fed by traditional and social media content from a key source list identified by both Fullintel and the client.

The program was also developed to help the client benchmark its PR efforts across its various U.S. regions and business units, including its communities, developments, and construction projects.

The overall strategy included the following important elements:

Media Impact Scoring: Fullintel’s Media Impact Score (MIS) measures traditional and social media impact and is based on weighted metrics such as reach, sentiment, prominence, outlet tier, and headline visibility, spokesperson quotes and key source performance. Each client can customize how MIS is weighted and calculated.

Exclusive media monitoring: Because of the velocity of traditional and social media mentions surrounding the company’s upcoming projects, Fullintel planned to deploy exclusive media monitoring resources to focus on specific regions, sources, and channels, to not only track and record all mentions but keep them in the proper context.

Public opinion analysis via sentiment and impact scoring: Analyzing the opinions and satisfaction of residents of the company’s communities and developments through social media was one of the company’s primary goals.

Influencer identification: Key influencers and opinion leaders who play a major role in conveying and promoting campaign efforts are identified and tracked, to both improve engagement with these influencers and improve the reach of campaigns.

Like most pharmaceutical and healthcare businesses, the company is heavily impacted by commentary on social media. But its communications team didn’t have an easy-to-digest report it could use to track and analyze the impact of key opinion leaders, advocacy groups, and influencers talking about the company and relevant pharmaceutical topics.

The communications team’s goal was to develop the ability to track its most impactful influencers, key opinion leaders, and advocacy groups on Twitter, Facebook, and LinkedIn.

In response, Fullintel recommended a monthly social media analysis reporting strategy with the following objectives:

• Understand public sentiment around the company and related issues through manual media monitoring of all required social media channels, to ensure noise-free and relevant content.
• Understand and measure the impact of influencers in the healthcare and pharma sectors, while allowing the communications team to stay up-to-date on new developments in the industry.
• Understand the impact of patient advocacy groups and relevant NGOs.

The Solution

Fullintel’s strategy combined a monthly reporting cadence with a series of qualitative and quantitative metrics and insights, including engagement, sentiment, and reach. To avoid excess noise (or missed posts), monitoring was to be conducted manually with some automated assistance. Indeed, Fullintel’s human curation-led approach is how we can provide such deep intelligence from LinkedIn, which cannot be monitored using SaaS tools.

The monthly reporting strategy would include two reports: A social media influencers analysis report, plus a media impact report combining social and traditional media to illustrate 360-degree impact.

Social Media Influencers Report – Based on posts mentioning the company and its products from LinkedIn, Facebook, and Twitter, the analysis report is designed to help the communications team understand stakeholder opinions and reactions towards the client’s products and services. The report also assists the company in making informed decisions, as it highlights healthcare trends and other important developments. Stakeholders are divided into key opinion leaders, top influencers, and emerging influencers based on profession, and top posts from nearly 20 patient advocacy groups are also included.

Media Impact Report: An analyst-curated daily report highlighting business performance, corporate activities, and environmental, social, and governance (ESG) data for the client and its competitors. This report is based on company and competitor mentions in traditional and social media.

Thanks to the client’s global footprint, it needed to measure its media efforts in its major geographic markets using standardized methodologies to benchmark the real impact of its PR efforts across various regions in a consistent way.

Previously, however, its four major regions (NA, APAC, EMEA, and LATAM) conducted their own media measurement using differing methodologies and data points, making benchmarking next to impossible.

The client’s goal was to develop a much deeper understanding of its key global markets through a consolidated media monitoring and measurement program.

To achieve this goal Fullintel proposed a customized, human-curated reporting methodology based on relevant content in multiple languages using a multi-language analytical search. Fullintel also proposed a range of deep metrics such as regional sentiment, Media Impact Score (MIS) for each media placement, disease area classification by region, and key topics analysis by region.

The Solution

Fullintel proposed a quantitative and qualitative measurement framework to track all relevant traditional and social media coverage, while comparing impact across the four major markets via daily and quarterly reports.

This strategy was underpinned by a centralized monitoring and measurement approach to ensure consistency and economies of scale. The media measurement program, on the other hand, would feature specific insights for each geographic area (such as product line share of voice (SOV), top influencers, sentiment, and top competitors by region).

The overall strategy was further buttressed by four main elements:

1. 1) Key metrics: Key metrics included our fully customizable Media Impact Score (MIS), which is calculated using factors such as reach, sentiment, prominence, key messages, headline visibility, publication tier, and spokesperson quotes. Other key metrics included competitive SOV, product line SOV, owned posts vs. engagement, and highest/lowest performing owned posts.
2. 2) Multi-language content: Coverage from all languages across the four markets were to be included to provide the fullest possible picture. All deliverables were to include the original text plus machine translations.
3. 3) Multi-market analytics: It was also proposed to measure both earned and owned media activity for each region in a single analysis dashboard. Each multi-market analysis was to include the overall findings along with specific findings per region, with the same methodology and template for each to ensure consistency.
4. 4) Key sources: Media outlets would be classified into three groups – key, trade, and business publications – to provide better insights around the type of media driving the most impact. Social media would include LinkedIn, Facebook, and Twitter.

With a young woman hospitalized from an overdose, and studies from the U.S. Center for Disease Control (CDC) and universities linking our client’s leading OTC drug to overdose risk, negative perceptions were crystallizing in the public’s mind.

Against this backdrop, the client’s communications team realized it quickly needed to align its crisis management efforts and mitigate the crisis using the right media intelligence. Working with our industry-leading support teams, the client implemented Fullintel’s comprehensive crisis measurement package. This package includes real-time alerts, media impact reports, and crisis analysis reports packed with qualitative and quantitative metrics across traditional and social media sources, including key themes by sentiment and key themes share of voice (SOV) tracking.

Additionally, the client wanted to develop the ability to track and measure sentiment around a handful of specific key themes.

The Solution

Fullintel recommended its crisis monitoring and measurement package. This service delivers intelligence immediately, and within 24 hours Fullintel’s reporting began evaluating our customer’s social media channels (Twitter, Linkedin, Facebook, YouTube and Instagram) in a single human-curated report to provide the clearest picture possible of the issue’s impact. To ensure the most relevant information, Fullintel proposed only including news from a shortlist of key media outlets, including client-vetted trade and business publications.

Fullintel’s global content reach enabled us to expand our measurement and track the issue everywhere, providing accurate regional sentiment, baselines, and share of voice at the regional level.

Specific deliverables proposed by Fullintel included:

1. 1) Real-time alerts: Analyst-curated (not automated) alerts to top-level executives and other important stakeholders upon the publication of any news or significant social posts surrounding these issues. This was to provide the client’s PR team with real-time situational awareness – along with valuable time to plan a response – around any negative developments as they happened.
2. 2) Daily media impact reports: Daily media coverage reports for context and clarity on what was said over the past 24 hours in traditional and social media.
3. 3) Analysis report: A quantitative and qualitative media analysis report at the end of the crisis, including a combination of Fullintel-suggested metrics and additional metrics specifically requested by the client, especially around sentiment and the analysis of important key themes within coverage.