95 Kellogg Insight #SUSTAINABLESATURDAY instead before the analysis is complete. Enter the exemplar approach. “If we can get a whole bunch of accounts that we know will be speaking about the environ - ment at a much higher rate than average, we can then compare the language they use against a random pool or a well-de - fined control set of similar accounts, but which aren’t known for their environ - mental friendliness,” says Cutler. Through that comparison, you can tell which hashtags or words or messages signal interest in the environment right now—as opposed to the ones that might have signaled that six months ago— and capture new signaling language as it emerges. Cutler’s approach has other uses too. It can help marketers to determine which platforms are the most popular for cer - tain topics of conversation, for instance. That way, you don’t waste effort on a Facebook campaign if the discussions most relevant to your brand are all on Instagram instead. The real innovation here is that instead of trying to generate all of these difficult-to- obtain training data to build a model, we’re finding sources that users are already providing. JENNIFER CUTLER Based on research from Jennifer Cutler