Case Study: University of Michigan achieves real-time crisis response and proactive brand protection with Meltwater Executive Alerts

Meltwater keeps this leading Big Ten university informed and ready to act

The University of Michigan, with a vast research, arts and athletics presence and more than 1,000 approved social accounts, needed a better way to monitor and protect its brand. Rising volume of posts created overwhelming noise, frequent “false media fires,” and real risk of off‑brand or damaging messages that were impossible to manually filter or escalate using typical listening tools.

Using Meltwater Executive Alerts, the communications team implemented context- and location‑aware alerts with departmental seats on a single platform, enabling coordinated, real‑time responses. The system delivers prioritized, actionable notifications (for example, an alert about racist emails at 10:30 p.m.), letting the team calm community fears with facts, protect brand safety, reduce manual filtering and costs, and focus on proactive promotion and faculty advocacy.

University of Michigan

Nikki Sunstrum

Director of Social Media