Social Media Monitoring for a Multinational FMCG Brand
Disclaimer: Due to the nature of the contract, we can not reveal the name of FMCG multinational brand. We will showcase the process and how we managed the social media monitoring for them in this case study.
A multinational Fast-Moving-Consumer-Goods (FMCG) company reached out to us to start the local monitoring of their social media presence. We had to map out a process within 1 day to start the monitoring right away, as their brand was facing a crisis in the local market due to negative international press opinions. Instantly local news channels and media outlet caught on the issue and their brand image was damaging as more and more people were sharing and talking about the issue.
So, the brand wanted to see the social impact, measure the social opinion (negative, positive, neutral), as well as to find out how many local news sites and their social channels are covering the news. This becomes impossible for them to use any specific online tool to measure the local language, their emotional response and location at the same time. We helped them to create a model and assigned two of our trained media executive to monitor the LIVE reactions and report them on a daily basis.
Not the brand was able to minimize their brand reputation damage through effective monitoring, they have found out many deep consumer insight that they were missing out. After a week, the brand was successful to come up with a feedback campaign which was appreciated by customers, stakeholders and employees.
After seeing the effectiveness of daily monitoring of local social media, they continued the service with us on a retainer basis.
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Category:
Social Media Monitoring, Media Reporting, Public Relation, Social Media Feedback. News Monitoring, Reputation Management.
Date:
September 15, 2018
