Case Study: Spong achieves PR growth and real-time risk management with NetBase Quid

Social Analytics Shape PR Strategies and Inform Recommendations

Spong PR, a boutique agency managing social programs for about a dozen clients, needed a scalable way to monitor conversations, inform PR strategy and pitches, and respond quickly to emerging issues and crises across industries like food, home brands and consumer products. The agency required tools to surface audience insights, track sentiment and conversation drivers, and help shape brand voice and annual plans.

Spong built a branded analytics offering, Spong Social Tracker, on the NetBase platform to integrate social listening with other marketing channels and drive research, content strategy and real-time campaign optimization. Using NetBase, the agency uncovered organic passion for a client’s gluten‑free products and secured an influencer partnership for Thermos (Mark Hoppus), leading to heightened awareness and campaign amplification—outcomes that include better risk management, stronger pitches and more actionable insights for clients.

SPONG

Cavan Reagan Reichmann

Director, Social Engagement Practice, Spong