(or blog mentions, or forum posts, or… ?)
Reading a stream of content, however you monitor social media, can be interesting – but when crisis strikes nothing is more compelling, telling, or has more impact than a graph showing a spike in conversation surrounding an issue.
When I read about this week’s recall of Junior-strength Motrin (amongst other products), I thought immediately about our FPinfomart Heartbeat demo of the pharmaceutical industry. It monitors comparatively between the major pain-relief brands (Tylenol, Advil, and Motrin) along several issues-based criteria, including recalls. What would the social media conversation surrounding the Motrin recall look like?
The Heartbeat "Measure" screen shows a clear spike in conversations mentioning both Motrin and recall, on the day that the recall was announced. Notice also that the conversation continued in the Twitter medium into the following day, more so than in other media types.
I was also curious as to whether the other pain relievers monitored in this Heartbeat would also receive additional attention in the context of this conversation, so I used the “Compare” tab to find out.
It is interesting to note that Tylenol received a corresponding bump in mentions in conversations about recalls on the day that Motrin's recall was announced. This was mostly due to reporters and individuals reminiscing about the relatively recent recall of Tylenol products, and using the two examples as the basis for discussions about the safety of these products in general.
As evidenced by the graphs above, having the tools available to report instantly on issues provides critical insight into the impact of any crisis event. They also show the value of strategic monitoring of your products, your competitors, and the issues facing your industry.
For more information on FPinfomart Heartbeat social media monitoring, or for a free trial, please contact your FPinfomart sales representative.
