Social media has transformed brand communication, allowing the public to instantly get in touch with organisations and vice versa. The nature of social media makes it possible for brands to track conversations and gauge sentiment among audiences. However, this instant communication means that organisations must also be prepared for any reputational issues they may encounter. This chapter covers:

  • Insights from visuals and emojis: Social media listening tools traditionally analyse the words posted on different platforms. What insights can be surfaced from the visual content of social media posts, including photos and emojis?
  • Case study: How does multinational software company Sage uses social listening?
  • Crisis management: Not every organisation will have to deal with a crisis if one arises on social media, but they must be prepared should the worst happen. How can organisations ensure they are ready for a crisis or significant issue?