With tens of thousands of young activists making their signs for this weekend’s March For Our Lives, many protesting both the National Rifle Association and what they perceive as government reluctance to take a tougher stance on gun laws, many brands are likely weighing how—or if—they can chime in.

Based on what’s happened to Dick’s Sporting Goods, Delta Airlines and MetLife, new research from Engagement Labs finds just tracking social media—where support for the NRA is loud and clear—is a mistake. Brad Fay, chief commercial officer and data scientist at Engagement Labs, tells Marketing Daily what smart marketers should be listening for instead.

Q. First, tell us what you’ve since Dick’s Sporting Goods changed the age limit on firearms, and both Delta and MetLife distanced themselves from the National Rifle Association.

Read the full Marketing Daily article, here.

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