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It's just a conversation starter...get's fans like you to create threads and talk about their content.
I just bid a project that would've leveraged AI to review all relevant online material for NCAA men's and women's basketball, scrub the commentary from the internet, mark it for sentiment scores and provide a daily report summarizing the metrics from yesterday's content.
This is an example of how these orgs determine the value of the content they put out and identify trends that would earn more engagement.
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