McDonald’s turned to social media management expert Sprinklr, a Twitter Official Partner, to find out how important all-day breakfast was to its customers. Combing through Twitter, they uncovered more than 334,000 Tweets from McDonald’s fans mentioning all-day breakfasts dating back to 2007. McDonald’s then sent personalized Tweets to nearly 12,000 fans who craved McMuffins at midnight, alerting them of their debut of all-day breakfast. The launch was a success: All-day breakfast is credited with helping to reverse a 14-quarter decline for the company, as well as a 10 percent improvement in positive customer sentiment. This can be attributed to superb social listening and sentiment analysis.