Brazilian PR agency Lew’Lara\TBWA is known for representing brands that disrupt the creative space. Like when they launched the new Nissan Versa by covering it with stickers of tweets complaining about sedans. They challenged the preconceived notions about the car segment and drew major attention for Nissan in Brazil.
In that campaign, TBWA proved that it keeps its ears to the ground and pays attention to online narratives. It is only fitting that an agency with such attention to detail would partner with a platform like Cyabra’s that will allow them to identify, analyze, and understand online dialogues.
TBWA disrupts markets, Cyabra disrupts disinformation
Through this partnership, our artificial intelligence technology allows TBWA-Brazil’s brands, including Nissan and Gatorade, to monitor online narratives, analyze content, and track the reach and impact of social campaigns. This includes being able to determine the authenticity of authors and delineate between genuine engagement and fake content.
With the rise of bots and deepfake technology, social media and content-sharing channels are getting clogged with disinformation that can become disastrous for public relations if allowed to fester. Cyabra’s analytics platform lets TBWA and other agency clients monitor any online conversations that mention their brands. They can gather insights into the origins of the content and influential authors involved, be they automated bots, disingenuous trolls, or cleverly-fabricated “sock puppet” profiles. Agency leadership can then assess these efforts and take appropriate measures to respond, alter messaging or campaign strategies and protect their client’s image in the public sphere.
Cyabra’s software also tackles genuine content created by real people. It empowers agencies like TBWA to keep their finger on the pulse of what customers are saying in digital spaces. This social listening capability lets them learn both what their audience thinks about their brand, products and promotional efforts as well as how they usually engage with the company online. By knowing what’s normal and expected for their audience, TBWA and their clients can then engage in meaningful ways and spot changes in sentiment quickly and more effectively.
Finally, with Cyabra’s agency services, clients like TBWA can track how far social conversations reach and trace where the content started. Are people talking about this because of something they saw in the news or from a competitor’s post or a faceless fake account? How far did it reach and how many people joined the discussion? This type of information is vital in planning how an agency should approach a topic and for crafting future, targeted campaigns.
Marketing with Cyabra – Knowing Your Audience
Cyabra’s social analytics platform offers PR and marketing agencies the ability to find the truth in what is becoming an evermore cluttered digital space and empowers them to become the foremost authority on their target audiences. Our AI software gives agencies essential tools to monitor what is really going on in online conversations and track where content is coming from, ultimately allowing them to plan ahead based on real-time trends and terminate disinformation problems before they grow out of hand.
Are you a PR or marketing agency looking to hear more about Cybra’s disinformation detection and online monitoring services for agencies? Read more about the partnership here or contact us to learn more!
Brokerage firms are one of the few broad classes of organizations that have yet to prioritize social media strategies, but a swift change is expected after the financial services industry watched as everyday investors gathered online to surge GameStop’s stock. The conversations that originated within online communities and rapidly spread across nearly all social media platforms revealed a glaring gap in strategy or preparedness for monitoring among financial services organizations, resulting in confusion for advisors and frustration for their clients. As the dust settles from the GameStop saga, the reality of social media’s impact is left in its wake.
Social narratives can have a lasting effect on brands and organizations, and the financial services category is not immune to the conversations taking place online. Consider how Barstool Sports founder Dave Portnoy recently launched an exchange-traded fund (ETF) that uses artificial intelligence to determine what stocks to trade based on online chatter. Further solidifying social media’s role in the market, it’s no longer viable for financial institutions to ignore social media or the conversations happening there. Cyabra’s technology works to dive deeper, below the surface of online dialogue, to give clients in the financial sector invaluable data and analysis to make smarter decisions for their firms, and their clients.
Monitoring Social is Only Step One:
It’s not enough to simply identify these conversations happening online, but to dig deeper to uncover how these narratives are progressing and changing as it relates to an advisor’s book of business. Once you understand the conversation, advisors need to identify exactly how far the content has traveled, and which accounts of influence are giving additional attention and reach to the narrative. Cyabra’s platform will uncover the true reach of these narratives, while identifying fake accounts or bad actors further fueling content reach. Before decisions can be made, financial teams need an accurate picture of the conversation taking place.
Real-Time Analysis, Backed by Accurate Data is Key:
As you find the narratives online and its reach, Cyabra allows teams to stay ahead of trends, provide client counsel, and make changes to a portfolio as needed. By monitoring ticker symbols and client holdings across all social media platforms, in addition to identifying conversations that could impact market fluctuations, the real time analysis and data will give advisors the ability to stay ahead of the curve.
As social media continues to evolve and grow, businesses need to be ready to react to the conversations happening. Financial institutions can no longer ignore social media when managing their clients’ portfolios. With the right tools in hand, advisors can make smarter decisions that drive better business outcomes.
To learn more about Cyabra’s offerings for those in the financial services industry, or to request a demo of the technology, reach out to us here: https://cyabra.com/contact/
By Scott Mortman
Non-fungible tokens (NFTs), largely unknown a month ago, appear to be the latest investment craze. For those still unfamiliar, NFTs are one-of-a-kind cryptocurrency tokens that represent a digital asset, such as an online work of art or a prominent Tweet, which can be purchased, sold, or traded. NFTs rely on decentralized blockchain technology to track authenticity and ownership.
NFTs grabbed the public attention earlier this month when Christie’s auctioned an NFT-based digital art collage from the artist known as “Beeple” for over $69 million. Significantly, it was the first time that Christie’s accepted cryptocurrency as payment. On the back of that well-publicized auction sale, Twitter CEO Jack Dorsey sold his first tweet (which reads “just setting up my twttr”) as a NFT for over $2.9 million, the proceeds of which were converted to bitcoin and donated to charity.
As with “meme stocks”, social media quickly has taken to discussing and promoting NFTs in an effort to draw attention to and elevate pricing for particular works of digital art. A preliminary search by Cyabra on Twitter revealed well over 50k accounts discussing NFTs. Many of these accounts were created by artists who newly found Twitter and opened accounts for the express purpose of promoting their digital art in the hope of cashing in on the current NFT hype.
Whether NFTs become a long-term investment vehicle or a short-term fad remains to be seen. What’s clear at the moment is that social media users, including those new to the platforms, are using the digital space to capitalize on the sudden interest in digital art as represented by NFTs. And Christie’s recent cry online of “sold” for NFT art may not be the last word at auction.