Products that talk back, geo-tagged Twitter posts and tools for mining customer conversation records can give you data you can use to become more responsive to the needs of your communities. Find out how to use these insights to produce content your site visitors need, and prioritize key messages — even create heatmaps of trouble spots — to prevent crises before they start.
Jay Krall is manager of Internet media research at Cision. There, he’s helped develop a new Internet media research team and been instrumental in the company’s social media efforts.
Heidi Sullivan is vice president of Global Media Research at Cision where she oversees all research of print, Internet and broadcast media.