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No brand wants to go through a crisis. Whether your company is an industry that is consistently under attack or is preparing for an unseen crisis, effective social media analytics gives your PR team real-time insight into the voice of your consumer during major events.

This guide discusses social listening best practices and suggested analyses to help your team know when to respond, how to respond, measure the response, and know when not to respond.

Topics in this guide include:

• Monitoring and tracking emerging issues
• Determining how (and whether) to respond
• Identifying who should respond and which channels are most appropriate
• Measuring response effectiveness