Dairy group uses Edelman platform to monitor chatter

WASHINGTON: Dairy Management Inc. is using Edelman's Social Intelligence Command Center to monitor online conversations about the "Future of Food: Food Security for the 21st Century" conference.

WASHINGTON: Dairy Management Inc. is using Edelman's Social Intelligence Command Center to monitor online conversations about the “Future of Food: Food Security for the 21st Century” conference. The group works with regional and state organizations to promote dairy products.

Edelman developed the platform to efficiently monitor real-time data for clients to help them gain insight for planning, strategy, and execution. Companies will also use the data to create content for relevant audiences.

For Thursday's event, Dairy Management Inc. is using the platform to coordinate monitoring and then generate content.

“We have lots to communicate, but we we're not in social media conversations the way we should be, so this command center is one of the tactics that is part of our overall social media communications outreach strategy,” said Nadine Sudnick, EVP of communications at Dairy Management Inc.

Dairy Management Inc. has developed a toolkit based on key messages that it hopes to spread during the event. It will push out content, such as articles, videos, blog posts, and tweets, based on the information obtained in the data center.  

Dave Armano, EVP of global innovation and integration at Edelman Digital, added that the firm has also used the platform to bring together analytics, media relations, and content development employees.

“When we use the room in an activation, you can see the silos melt away,” he said.

Hilton's Conrad Hotels & Resorts brand has also used the Edelman Social Intelligence Command Center, which is located in Chicago. The agency will roll out the platform for clients on Friday, and it plans to establish hubs for it in various cities.

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