She’s also a Brandwatch power-user, monitoring the competition, tracking campaigns, and developing insight-driven content based on her findings.
Despite all their experience, nothing could have prepared her and her team for 2020. As the pandemic hit, the events landscape changed overnight. But that didn’t mean Manchester Central shut its doors.
Instead, it became one of seven venues across the country that became a Nightingale Hospital. These are critical care centres for Covid-19 patients, and in just a few weeks Manchester Central was set up for the treatment of up to 750 patients from around the North West of England.
In this case study, we’ll take you through how Sam and her team have adapted to the ongoing situation, how they’re using Brandwatch to monitor and develop current campaigns that are happening right now, and how they plan to use digital insights in the future.
Looking beyond likes
Manchester Central first got onboard with Brandwatch back in 2018.
“The initial investment came out of a big piece of research I was doing,” says Samantha. “The social media landscape was changing, the way that people were analyzing and measuring their success on social media was changing.