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Detect Narratives Around Issues That
Impact Your Industry

87 percent of Americans will buy a product because its parent company advocated for an issue they care about. But simply scanning headlines is no longer enough to keep communications teams informed on all the social, political, and economic issues that a brand’s customers and stakeholders are passionate about.

Coordinated Movements Become Popular Extremely Fast Online

Consumers spent an average of 1,300 hours on social media last year, and in times of crisis, we know information moves 10X faster online. Today’s digital environment has made every aspect of information sharing and coordination around a cause – from talk to action – easier, faster, and more impactful.

Companies Are Being Held Accountable For Their Policies

While almost all communications teams worry about being cancelled, few understand the true impact of what’s at stake. If unprepared to respond to a crisis, brands can spend millions of dollars in mitigation, on top of the hundreds of millions of dollars lost in reputation and shareholder value.




Case Study: Anticipating Viral Narratives to Inform a
$6.4M Policy Change

The world’s largest fast food chain faced brand-damaging narratives around their use of PFAs — a harmful chemical commonly found in food packaging. See how Yonder delivered insights and recommendations to strategic brand teams (reputation-risk, analytics, and social measurement & evaluation) that allowed for swift decision making, data-driven communications, and proactive changes to a global PFA policy.

Use
Social Intelligence for Proactive Corporate Policy Evaluation

Gathering the latest insight into what its internal and external stakeholders care about should be the first step a brand takes when looking to make policy changes. Yonder’s social intelligence allows brands to identify opportunities to strengthen ties with advocates and prepare for potential pushback from adversaries. 

Understand Your Core Customer Groups and Their Values
Polarizing topics invite a range of opinions that can be difficult to address. And, failure to navigate this can lead to long-term damage – 33 percent of consumers said they stopped buying from a brand whose pandemic response was not up to their standards. Yonder can help businesses understand what matters to internal and external stakeholders, create opportunities to strengthen ties with its core audiences, and mitigate backlash from those with opposing view points.
Monitor Beyond Mainstream Networks to Uncover Emerging Fringe Narratives
Yonder’s AI-powered solution scours every corner of the web, including the hard-to-reach fringe channels where damaging narratives often originate, to find potential issues or early signs of controversies. Catching a call for a boycott, pushback around a new policy, or customer criticism before it hits the mainstream allows brands to develop a proactive response, avoid being caught off-guard, and minimize potential damage.
Make Data-Backed Decisions for Changes in Policies
The pressure to respond quickly to a brand attack can lead to further controversy if communications teams lack the information needed to guide their next steps. Yonder provides brands with context around the who, the where, and the why of a crisis, as well as when another one may be coming.This allows communications teams and company decision-makers to avoid tougher gut calls and develop data-driven recommendations.

RESOURCES

Start to Put Social
Intelligence to Work

This retailer avoided getting dragged into an online petition targeting the fashion industry.
Wayfair had to deny conspiracy theories about child trafficking on their site.

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