Case Study: Center Mill of Knowledge achieves stronger online reputation and audience engagement with Brand24

How a Research and Cultural Institution Uses Web Monitoring

Center Mill of Knowledge, founded in 2013, is an interactive research and cultural institution where visitors run experiments and attend workshops. The center needed a way to monitor online conversations—reviews, blog posts, forum threads and social mentions—to understand visitor sentiment, spot influential advocates, track competitors and measure the impact of events.

By using Brand24’s web and social listening, the team consolidated mentions from social media, blogs and forums, found most feedback was positive (especially on museum blogs and parenting forums), and began responding directly to visitors. They identified and engaged key influencers, monitored competitors and events like SPiN Day, and used the insights to adjust offerings, target marketing more effectively and strengthen community and influencer relationships.