Social listening is the foundation to our approach on Twitter. As our new CMO Rob Lynch says, “Our guests engage with our brand via social media in real time and around the clock. We need to be constantly listening for opportunities to jump in and join the conversation.”
That’s why we monitor brand terms closely and watch real-time trending topics. We notice when there’s a high volume of Tweets about turnovers during an NFL game and are ready chime in at the right moment.