You find out from someone outside the company
A journalist, a client, or the CEO's WhatsApp. By then the narrative has formed and you are responding to a story rather than shaping one.
SolutionsCrisis Management
Find out before the journalist calls.
Velocity measured against your own baseline, severity that escalates only when a second signal agrees, and a brief that separates what is confirmed from what isn't, with a holding statement drafted from the facts, not a blank page.
ContinuousChecked around the clock
Your baselineNot a flat threshold
MinutesFrom spike to briefed
What this actually looks like today.
Alerts that cry wolf get switched off
A flat threshold fires constantly on a busy brand and never on a quiet one. Within a month nobody reads them, which is worse than having none.
The first hour is spent establishing facts
Everyone is in a room asking what is actually confirmed. That hour is the most valuable one you have, and it gets spent on admin.
An alert that fires on everything is the same as an alert that fires on nothing. Escalation has to mean something.
A complaint thread starts forming at 9:12pm on a Tuesday.
By the time it reaches a journalist it is a story. Everything that matters happens in the window before that.
1 / 7
- 21:12
One post
A customer posts a photo with your hashtag. On its own this is noise, hundreds a week look like this.
- +15 min
Authors typed
Five first-time posters, one regional news account, one complaint aggregator. That mix matters far more than the count.
- +40 min
A cluster forms
Your hashtag starts co-occurring with a safety tag. The co-occurrence, not the volume, is the first honest sign this is one issue.
- +2 hrs
Velocity crosses your baseline
38 posts against a normal 12 an hour. Because every row is a real post, this is a real spike.
- +2 hrs 4 min
Opened at Attention, not Critical
Social alone doesn't earn a critical. The severity reflects the evidence, which is what keeps the alert worth reading.
- +2 hrs 6 min
Brief and statement ready
Known and unknown separated, and a holding statement drafted from those facts in the language the story broke in.
- 00:20
Press agrees, it escalates
Press volume crosses its own baseline independently. Two signals now agree, severity rises, and the on-call escalation carries the brief with it.
Built for this job specifically.
A velocity clock, per brand
Calibrated to your real history, so the threshold means the same thing for a quiet brand and a loud one.
Evidence-led escalation
Severity rises when a second channel agrees, not when one number shouts louder.
A brief, not an alert
Confirmed facts and open questions kept apart, drawn from the real rows behind the spike.
A statement, already drafted
Built from the brief, in the language the story broke in, waiting for a human to approve.
On-call escalation
Out-of-hours escalation to a person with a response SLA, available as a retainer.
A recorded timeline
Every alert keeps its own sequence, so the post-mortem uses evidence rather than memory.
The screen you'd open first.
Illustrative numbers. Your workspace runs on your brand's real data from day one.
Crisis
1 open · own brand
Velocityvs your baseline
3.1×Attention
Time to alertMedian
4 min
Volume against baselineLast 12 hours
What we know
- Complaints centre on one product batchKnown
- Two regional outlets picked it upKnown
- Whether the batch issue is confirmedOpen
Which parts of the platform do the work here.
Everything is included. These are the ones this job leans on most, in order.
01Crisis DetectionSpikes measured against your brand's real history, severity that escalates only when a second signal agrees, and a brief that states plainly what is known and what isn't yet.02Social ListeningHashtags, mentions and keywords tracked from licensed post-level data on Instagram, X and Threads, refreshed every 30 minutes.03Content StudioStatements, rebuttals, pitches and the corrective content that reshapes what AI reads about you, drafted from the live data behind the alert instead of a blank page, in the language the story broke in.04Press Intelligence5,000+ sources across India and internationally, swept every 2 hours, read natively in 40+ languages including 12 Indian ones.05Action CenterCrisis alerts, narrative waves, competitor openings, pitch gaps and the fixes that repair what AI says about you, merged into a single ranked queue instead of six dashboards competing for attention.06ReportsWeekly, monthly or on-demand PDFs across any date range, covering every channel, with the same reliability rules that apply on screen.
With and without Brillaince.
Without BrillainceWith Brillaince
How you find outA journalist, a client, or TwitterA velocity alert against your own baseline
Alert qualityFires constantly, gets mutedEscalates only on corroboration
The first hourSpent establishing what's trueStarts from a fact-separated brief
The responseWritten from scratch under pressureDrafted from the brief, awaiting approval
What this deliberately doesn't do
Every monitoring tool's page is wall-to-wall claims. Here is where the honest line sits.
- Volume is not amplificationWe measure how many real posts and stories exist, not how far they travelled, because platforms don't expose that for third-party content.
- A competitor's crisis won't wake youVelocity tracking is scoped to your own brand and products. A rival's bad week arrives as intelligence, not as an alarm.
About crisis management.
What actually triggers an alert?
Volume moving meaningfully past your brand's own baseline on press or social. A social-only spike opens lower and escalates only if sentiment or press confirms it independently.
Can we get a human on call?
Yes, as a 24/7 crisis retainer with a response SLA. The platform detects continuously; the retainer puts a person behind the alert out of hours.
How is this different from a generic spike alert?
Generic alerts use one flat threshold for every brand. Ours learns what normal looks like for yours, and requires corroboration before escalating.