One of the greatest strengths of social media is its ability to gauge public sentiment. For marketers, that can be invaluable. Want to know what people thought of your conference, or what they had to say about your webinar? Checking Facebook, Twitter, LinkedIn, Google+ and various other social platforms can be a great way to find out.

This week, we had the chance to chat with John McCauley, senior director of marketing at Maple Leafs Sports and Entertainment (MLSE), at the Digital Media Summit in Toronto. He told us about how MLSE tracked the social media reaction to one of the biggest heartbreaks for Toronto’s sports fans this season – the 103-104 loss of the Toronto Raptors to the Brooklyn Nets.

“It was an incredible event, the power of live in full effect for us in our business. It was one of those things that it was hard to grasp in real-time, but you have to be there and you have to experience it. And you have to be ready to take advantage of it, whatever happens, whether it’s a big game seven win, or whether it’s a one-point loss with six seconds left to go,” McCauley said.

“[You have to] get all of your opportunities in place so that you can continue to grow that digital audience and make sure you are positioned to continue the growth next year.”

Watch the video for more.

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