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Canned tuna has been a pantry staple for generations. So when StarKist introduced it in a pouch after nearly 100 years in a can, sales stagnated. The company lowered the price and reduced the pouch size, which helped, but didn’t fix its image problem.
To solve the dilemma, StarKist turned to social listening. It’s an increasingly popular marketing tool that uses artificial intelligence to scrape publicly available social media chatter and information—Instagram, Facebook, YouTube, blogs, news outlets and Reddit, for instance—for keywords directly and indirectly related to a brand.
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