COVID-19 is a cultural and ideological battleground online. The conversation is politicized and heavily influenced by agenda-driven groups. Brands should expect that even straightforward, factual discussion about COVID-19 may be co-opted by a faction using the brand’s narrative to drive its own agenda.
To protect your brand while leading in this moment of crisis, double down on your brand’s core consumer offering while staying well clear of positions that mention or comment on institutional recommendations.
Yonder leverages the AI of human psychology and network behaviors to detect online communities who organically come together around things they love or hate. These communities (we call them factions) are the force behind trends and news headlines. Through our network, image, and language analysis, brands can harness the potential of online influence.