Protecting Brands on Social Networks

for a global consumer-goods firm


Client Brief

  • The image of a brand on social networks is crucial nowadays because negative comments can result in a global boycott of the brand's products. These practices put the brand at great risk.

  • In this context, knowing what consumers post and how to counter negative comments is essentiel for global consumer goods firms.


Solution

  • After collecting a large amount of data from major social networks (Facebook, Instagram, YouTube and Twitter), Masae was able to conduct a thorough analysis of the comments collected and map what social media users say about the company's brands on social networks.


  • Masae built vulnerability assessment matrices to evaluate the brand's strengths and weaknesses


Deliverable

  • Online platform showcasing our results, allowing to visualise the interactions with the social networks' main actors in order to understand the Twitter ecosystem