Marketing

Watching what's said about the business, before it becomes a problem.

Marketing carries both the content engine and the risk side of a public brand — knowing what's being said, where, and who's meant to respond.

Other typical workflows in this domain: website content generation & approval, event & webinar management, and marketing analytics & attribution reporting.

Sample workflow: Brand monitoring & issue response

Automation = deterministic, rule-based. AI = judgement at the step level — drafting, scoring, matching. Human = decision, relationship, or anything that sets a precedent.

Illustrative — a representative pattern, not a specific client's workflow.

Stage	Mode	What happens
01Monitoring	Automation	Social, review sites, forums, and news monitored continuously.
02Alerting	AI	Alert thresholds tuned to volume spikes and sentiment shifts.
03Classification	AI	Each mention classified against a written severity ladder.
04Routing	Automation	Routed to the right owner by type — support, sales, HR, legal.
05Response	AI	Routine items answered within a target window using approved patterns.
06Advocacy	AI	Praise and advocacy engaged, noted for the reference pipeline.
07Escalation	Human	Crisis-potential items escalated to named senior owners.
08Holding statement	Human	Pre-approved holding statements adapted and issued fast.
09Spokesperson	Human	A single voice responds on sensitive matters.
10Logging	Automation	Sensitive responses logged with rationale, including deliberate silence.
11Post-issue review	Human	What was missed, how fast, what changes.
12Trend reporting	AI	Sentiment trends and recurring themes reported into the wider signal chain.

01Monitoring

Automation

Social, review sites, forums, and news monitored continuously.

02Alerting

Alert thresholds tuned to volume spikes and sentiment shifts.

03Classification

Each mention classified against a written severity ladder.

04Routing

Automation

Routed to the right owner by type — support, sales, HR, legal.

05Response

Routine items answered within a target window using approved patterns.

06Advocacy

Praise and advocacy engaged, noted for the reference pipeline.

07Escalation

Human

Crisis-potential items escalated to named senior owners.

08Holding statement

Human

Pre-approved holding statements adapted and issued fast.

09Spokesperson

Human

A single voice responds on sensitive matters.

10Logging

Automation

Sensitive responses logged with rationale, including deliberate silence.

11Post-issue review

Human

What was missed, how fast, what changes.

12Trend reporting

Sentiment trends and recurring themes reported into the wider signal chain.

Find out how your business could run.

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