Communication and marketing up to date

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Underground moles
Because people are organizing themselves as a new kind of underground moles, it is important to track down those moles. Digging by hand. In protest actions for construction plans: who is your biggest opponent, who organizes the resistance and the protest actions? Do they organize themselves in a closed Facebook group and can you join it 'unseen'? Is there a special WhatsApp group? What do residents say on a neighborhood app like Nextdoor?

No 1 push of a button to monitor everything, but searching and digging. If you are a 'member' of those closed c level executive list platforms you will no longer or at least less be surprised by sudden demonstrations, petitions, incidents that even make the NOS Journaal and fights in Urk.

Mapping everything manually and combining it with the public data from the software monitoring is the ideal way of 'measuring is knowing'.

Once you have mapped everything out and stay up to date, you can also (re)align your proactive communication policy and even your marketing to the collected data. To the sentiments, to those of whom you had not previously been able to measure that they were the biggest influencers in the discussion, the mood makers, their concerns, their plans. You can respond to their arguments and feelings, you can steer the (social) discussion. Take the sting out of a debate.

Automatic monitoring is a blessing for many organizations. But if you sense that crisis communication is coming: be a mole.