Objective

A supermarket's public affairs team has a specific problem: an MP can raise an issue on Twitter at any hour, and the gap between that tweet and a response is measured in the news cycle, not the working day.

Manual monitoring does not solve this. Somebody has to be watching, always, and know which of 650 MPs matters for which issue.

Creative response

Social media intelligence delivered to Sainsbury's public affairs team: alerting, weekly reporting and sentiment analysis, produced by the digital team from the agency’s own monitoring platform.

• Instant alerts. Triggered when an MP or policymaker tweets about Sainsbury's; the alert is the product, not the report
• Weekly reports. All mentions with a sentiment breakdown, competitor-mention analysis and the week's top issues
• Custom monitoring lists. UK policymakers, journalists and bespoke influencer sets, maintained rather than set once
• Built on Pulse. Reporting produced from data exported out of the agency's own monitoring platform

• Instant alerts. Triggered when an MP or policymaker tweets about Sainsbury's; the alert is the product, not the report
• Weekly reports. All mentions with a sentiment breakdown, competitor-mention analysis and the week's top issues
• Custom monitoring lists. UK policymakers, journalists and bespoke influencer sets, maintained rather than set once
• Built on Pulse. Reporting produced from data exported out of an in-house monitoring platform

Results

The operational value in COVID terms: when product-sourcing issues were raised by MPs on Twitter during the pandemic, alerting on those tweets allowed the public affairs team to respond quickly.

The weekly report did a second job, early warning on competitor and sector issues, which is intelligence rather than monitoring.

The work