It has been a norm for years for Public Sector organizations to use social intelligence to understand online narratives and their potential to impact the real world… especially in regard to radicalized groups, like ISIS.
main scenarios they were consistently challenged with
Fake coupon campaigns related to social justice issues.
Store associates reported customers walking in with suspect coupons, with titles like “Free Reparation Drink.” The purpose of this online campaign started by fringe trolls was to humiliate the store associate for refusing to accept the coupon and hope to video an awkward reaction. This is a challenging situation for both the store associate and the brand. The communications and marketing teams needed better visibility into fake coupons being developed and distributed online so they can proactively plan how to handle them across all stores.
Groups organizing online to drive action offline
Online groups talking about organizing to take offline action (ie. vandalism, protests) pose a challenge for security reasons, but also in being prepared for related questions that often come from the press. More often than not, the plans to protest only stay online and don’t materialize into action. It is more likely that the press gets wind of a planned protest or boycott and wants to report on it. The brand needed insights to stay ahead of the curve, understand what percentage of the planned protest conversation is authentic, and who are the groups driving the narrative so they can be prepared to answer press questions or requests.
The first step the brand took was to analyze recent situations for each of these challenges. Using Yonder Incident Reports, they were able to better understand how each situation tended to evolve.