For this semester-long project, our team extracted cross-platform data to form insights and recommendations on the nonprofit of our choice. With the use of programs such as BrandWatch, NodeXL, and Excel we were able to research and organize PETA’s earned data. The data allowed us to conduct a sentiment and spike analysis to dig deeper into audience perception of the organization’s social presence. The culmination of our work was to provide recommendations to be employed which serve and spread the company’s mission and to reach a broader audience.