Before Meltwater, Asana’s communications team relied on manual media tracking, a time-consuming process that provided only limited insights into brand performance. By adopting Meltwater’s Explore social listening platform, Asana centralized its media and social monitoring activities in a single hub, improving efficiency and enabling more strategic, data-driven decision-making. Meltwater also provides Asana with a customized Media Impact Index aligned to its marketing objectives and corporate messaging. The index evaluates media coverage using factors such as volume, prominence, social engagement, and sentiment, delivering accurate, quantifiable, and repeatable performance measurements. This allows Asana not only to assess its own communications effectiveness but also to benchmark competito

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