GE Life Sciences needed to understand how scientists discussed the complex process of protein purification in order to ensure its sales messages were effectively pitched to this audience. This case describes how the organisation and its agency conducted a social listening project to identify key themes and characteristics of discussions of the subject both inside and outside laboratories.
It is published as part of the cross-industry Social Works initiative, which brings together the IPA, the Marketing Society and MRS, with support from Facebook and Twitter, to identify and share best practice in the measurement and evaluation of social media activities by brands.