Case Study: Ames Scullin O'Haire restores Georgia Aquarium's net sentiment from -50 to +90 with NetBase Quid

Ames Scullin O’haire & Georgia Aquarium Leverage Netbase Social Analytics to Manage a Sad Event

Ames Scullin O’Haire (ASO), working on behalf of the Georgia Aquarium, faced a sudden crisis when Maris, a beloved Beluga whale, unexpectedly died on Oct 22, 2015. The aquarium—already under scrutiny from anti‑captivity activists—saw social conversation volumes spike and sentiment plunge within minutes, creating an urgent need to monitor public reaction and guide communications.

ASO used NetBase alerts and social analytics to detect the surge, analyze key themes, and shape the aquarium’s press response in real time. The rapid, data‑driven action helped restore public sentiment (from -50 back to around +90), reduced PR costs, and significantly improved crisis response time.

Ames Scullin O'Haire

Ted Tagalakis

Director of Marketing Science & Digital / Media Strategy