Use case
Brand health monitoring without the quarterly wait
Which themes attach to your brand, how they move, and how rivals compare, refreshed daily and queryable by your agents.
The short answer
Waldo monitors brand health by tracking everything said about and by a brand across social platforms and the open web, refreshing daily, and scoring perception themes on demand. A brand manager can ask for the current picture over MCP, or cron the API and get movement pushed weekly, with every shift traceable to real posts.
The job to be done
The brand tracker arrives quarterly, costs real money, and describes the past. The social dashboard updates constantly but only says louder or quieter, positive or negative, never why. So the brand manager learns that perception moved when a stakeholder forwards a post with a one-word email, and the next hour goes to reconstructing what happened from screenshots.
What is missing is a continuous read: which themes attach to the brand right now, whether each is growing or fading, how that compares to the competitive set, and what evidence sits underneath. It should feed the QBR automatically, and it should answer a follow-up question the same afternoon it is asked.
How Waldo does it
Baseline the brand
MCP: brand_overview returns the current picture: owned activity, earned mentions, and footprint across platforms. That baseline is what movement gets measured against.
Track themes, not just volume
GET /audiences/{id}/conversations clusters what people say about the brand into themes with verbatims attached. Scored analysis gives the direction; the raw quotes explain it.
Watch rivals on the same cycle
Every brand in the set refreshes on the same 24-hour cadence, so relative health is measured against the same day’s data instead of a rival’s stale report.
Push what moved
A cron diffs the themes weekly and posts only what changed. Because everything captured is stored permanently, the record survives even when the posts that caused the dip get deleted.
The endpoints
MCP: brand_overviewThe daily baseline: activity, mentions, and footprint/audiences/{id}/conversationsPerception themes with the verbatims that explain themMCP: audience_insightsThe health read inside Claude, ChatGPT, or CopilotDiscover endpointsLive queries when a story moves faster than the daily cycleQuestions teams ask
Does this replace the brand tracker?
It complements it. Survey trackers measure stated perception on a panel; Waldo reads expressed perception in the wild, continuously. Teams typically keep the tracker for benchmarks and use Waldo to know what is happening between waves.
How does the sentiment read stay trustworthy?
Every output links to its sources. When the health read shifts, you click through to the actual posts behind the shift, which is the difference between a score you report and a score you can defend.
What about a fast-moving situation?
Tracked brands refresh every 24 hours, and Discover endpoints query the platforms live at request time, so a developing story can be watched in real time while the daily cycle handles the ambient monitoring.
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