The COVID-19 pandemic has shaken up how people interact on social media. This has been a big challenge for marketers trying to reach customers online. But it's also opened up new ways to use social media data to gain a competitive edge. This study introduces a fresh approach to social media intelligence that does two key things: it spots trends around brands before and during the pandemic, and it also predicts how customers will engage with these trends.

Before the pandemic, brands had a certain way of communicating on social media. But with the sudden shift in customer behavior, old strategies didn't work as well. People started talking about different things and engaging with content in new ways. This meant brands had to adapt quickly.

The new framework focuses on detecting these shifts in brand topics. It looks at what people are talking about and how they're interacting with brand content. By understanding these trends, brands can tailor their messages better.

But the framework doesn't stop at just detecting trends. It also tries to predict how customers will engage with these trends. This is crucial because it helps brands plan their marketing strategies more effectively. If a brand knows what will grab customers' attention, it can create content that resonates more.

The pandemic has been tough, but it's also shown us new paths in marketing. By using social media intelligence smartly, brands can stay ahead of the curve. It's all about understanding your audience and predicting their behavior.

How the Pandemic Changed Social Media and Marketing

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