How a Global Social Media Platform Stays Ahead of Emerging Reputational Risks with Morning Consult
Detecting emerging risks before they impact brand perception
Informing crisis response with real-time data
Equipping executives with decision-ready insights
The Customer
A leading, global social media platform connects users, content creators, and advertisers across the digital media ecosystem. Their Communications Insights team relies on timely data to understand how public perception is shifting and inform faster, smarter decision-making.
The Challenge
Before partnering with Morning Consult, the team faced several critical gaps in their insights. Their audience data lacked the granularity to analyze perception across demographic and political segments, and internal tracking often lagged behind the news cycle which limited their ability to respond in real time.
The Result
With Morning Consult’s Intelligence Platform and Custom Research, the Communications Insights team gains deep, flexible insights that empower them to continuously monitor their brand’s performance, identify emerging risks faster, and guide communications strategy with clarity.
“It’s one thing to say we drove headlines — but what’s most valuable is being able to track buzz and sentiment in Morning Consult and see how that actually aligns with our communications efforts.”
Comms Insights & Social Analytics Lead
Global Social Media Platform
Our Approach
Continuous global tracking
The Morning Consult Intelligence Platform helps the Communications Insights team understand how brand perception evolves across markets and audiences. By monitoring buzz, sentiment, trust, and favorability in real time, they can identify shifts earlier and analyze trends among specific demographic and political groups.
Comprehensive competitor intelligence
The team uses the Morning Consult Intelligence Platform to track similar brands and competitors for early detection of industry trends. This broader context helps them anticipate potential challenges and make proactive communications strategy decisions.
Rapid-response custom research
The team leverages Morning Consult’s on-demand custom research solutions to respond quickly to policy rollouts and crisis situations. Having the ability to field studies without internal delays allows them to assess consumer sentiment and brand health while issues are still developing.
What This Looks Like in Practice
Detecting emerging risks before they impact brand perception
Always-on consumer insights allow the Communications Insights team to continuously monitor shifts in public sentiment across audiences. In several instances, emerging concerns surfaced in Morning Consult data before becoming prominent media narratives, enabling the team to flag potential risks early and inform communications strategy proactively.
Informing crisis response with real-time data
When a safety-related issue began appearing in local media, the Communications Insights team executed a quick-turn survey with Morning Consult Custom Research to assess whether it was breaking through with the public. The data revealed higher awareness than expected among key audiences, prompting faster internal escalation and a coordinated response across communications and other teams.
Equip executives with decision-ready insights
The Communications Insights team leverages Morning Consult Intelligence to share timely, defensible insights with executives to support smarter decision-making. These insights help leaders contextualize developments and communicate with greater clarity.
The Bottom Line
Morning Consult has become a trusted source of always-on consumer insight for this global social media platform. By grounding communications decisions in continuous, credible data, the Communications Insights team is empowered to anticipate change, refine communications strategy, and equip decision-makers with trustworthy insight when it matters most.
