Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

12. Using Online Data to Anticipate a Crisis

Almost every company faces a crisis situation at some point. Whether that crisis is a plant closing, large-scale layoffs, or executive management changes, a company’s value is always under threat. Good communications departments have developed crisis plans that account for these types of issues, and they are constantly tweaking those plans to match how the business is moving. Not-so-good communications departments are caught blindsided by issues and are usually inundated with press attention.

Social media amplifies the flow and volume of news during a crisis. If the Wall Street Journal, New York Times, or Associated Press pick up a story about your brand, you are likely going to face hundreds of additional ...