Challenge

One of the world’s leading research universities needed a better way to monitor public sentiment and emerging issues across social media channels. Their existing process was semi-manual and reactive, requiring hours of post filtering and analysis, which delayed response times and limited strategic insight. Leadership lacked real-time visibility into how the school was being perceived, making it difficult to respond confidently or proactively to reputational risks. 

The university's communications team sought a scalable, automated solution that could deliver timely, contextualized insights that would empower school leadership to act with clarity and speed while amplifying the voice of the customer across digital channels. 

Solution

To meet the demands of real-time reputation management and strategic communication, the team implemented a fully automated social listening solution powered by Sprinklr Insights. This transformation replaced manual workflows with intelligent automation — enabling faster insights, sharper focus, and scalable impact across the school’s communications ecosystem. 

Automated framework for strategic listening 
At the heart of the solution is a custom framework designed to mirror the school's organizational structure. This framework ensures that the most relevant customer voices — whether from students, faculty, alumni, or the broader community — are surfaced and organized for strategic response. Paired with a dynamic keyword library, the framework enables precise tagging and categorization of social media content. Posts are automatically sorted and labeled, allowing for consistent organization and deeper analysis across thousands of data points. 

Real-time ingestion and reporting 
Sprinklr’s automation tools ingest, classify and export data in real time, eliminating the need for manual post collection. Weekly reports are auto-generated and delivered via email, giving the team immediate access to trends and sentiment shifts. This enables the school to respond to emerging concerns within minutes rather than days — dramatically improving agility and confidence in decision-making. 

Custom tagging logic for relevance filtering 
To ensure focus remains on actionable content, custom tagging logic filters out noise and funnels only relevant posts into the dashboard. Once tagged, each post is automatically assigned a category, topic, and issue — creating a structured hierarchy that supports consistent triage and prioritization. This logic keeps the dashboard sharp, relevant and aligned with the school's strategic priorities. 

Scalable architecture for evolving needs 
The system’s scalability allows for continuous updates to keywords and categories, ensuring it evolves alongside the university’s needs. Whether tracking new issues, expanding into brand monitoring, or analyzing campaign performance, the dashboard is built to grow with school's communications strategy. 

Operational efficiency and strategic impact 
The automation has reduced monthly workload from 26–35 hours to just 4–9 hours — a 75% time savings. Response turnaround has improved from days to minutes, enabling real-time monitoring and rapid issue resolution. Leadership now receives timely, contextualized insights that guide strategic decisions and protect the university’s reputation. 

Actionable insights for crisis and campaigns 
Beyond efficiency, the dashboard delivers powerful marketing and crisis insights. By analyzing sentiment trends, mentions and engagement, the team is able to identify which messages resonate and how public perception shifts. For example, during a recent escalation, the dashboard enabled rapid assessment of sentiment and engagement around a cultural event, guiding a timely, informed response that restored narrative balance and reinforced public trust.  

“Before Sprinklr, we were spending hours manually sorting through posts,” says a marketing analyst on the team. "Now we’re surfacing actionable insights in minutes. It’s not just faster; it’s smarter.” 

Outcome

Implementing an AI-driven, customized social listening dashboard powered by Sprinklr has fundamentally reshaped how the university monitors, understands and responds to public sentiment. What was once a manual, time-intensive process is now a strategic, real-time capability that empowers leadership with clarity and speed. 

• Efficiency gains have been dramatic — reducing monthly workload by 75% and cutting response turnaround from days to minutes. 
• Strategic agility has improved, allowing the school to triage concerns instantly and guide leadership with data-backed decisions. 
• Crisis response is now grounded in context-rich insights, helping the school navigate sensitive moments with confidence and precision. 
• Marketing intelligence has expanded, enabling the university to track sentiment trends, adjust messaging, and strengthen stakeholder trust. 

The dashboard has become a cornerstone of the university's communications infrastructure — supporting not just issue monitoring, but also brand health, campaign performance and long-term reputation management. Leadership and the Board of Trustees have praised its clarity, speed and strategic value, recognizing it as a critical tool in advancing the university's mission in a complex digital world. 

“This dashboard gives us the context we need to separate signal from noise,” says the analyst. “It’s become our compass for navigating public sentiment and guiding strategic response.”