A major food & beverage brand was unprepared for multiple crises that were the result of groups on fringe social media networks coordinating campaigns targeting the brand.
Social intelligence was used to help strategic communications teams gain visibility into fringe networks where agenda-driven groups were coordinating these campaigns.
Yonder’s insights also revealed that these online groups were attempting to co-opt the brand’s popularity just to draw attention to social issues and their own agendas.
The team now saves hours of analytical work and uses that extra time to plan for incidents that start online, preventing in-store events that may potentially go viral on social media.
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