Using Social Listening to Reveal Actionable Insights – From the Crosby Marketing Blog
News about advances in 3D printing technologies, Canadian Prime Minister Justin Trudeau’s stance on LGBT issues, and contagious cancers are seemingly incompatible stories. But a closer look reveals these issues are in fact related, part of a larger conversation about the topic of organ donation.
These trending headlines were uncovered when conducting a social listening exercise to assess what’s driving media coverage and online chatter relating to organ donation. An article about producing life-sized body parts and tissues using living cells as the “ink” in a 3D printer received more than 20,000 mentions over the last three months. Prime Minister Trudeau was recently in the news for promising to end his country’s ban on homosexuals donating blood and organs. And a writer for the New York Times reported scientists are curious about the potential transfer of person-to-person cancer cells. Using the social media analytics platform Talkwalker, data insights revealed these three articles alone had a combined reach of more than 40 million people.
This is an excerpt from the article, “Using Social Listening To Reveal Actionable Insights” by Lindsey Goebel published in the Crosby Marketing blog. To read the full blog post, click here.