November 17, 2014
Using Big Data in Public Relations
Big data has a great deal of relevancy in the marketing industry, and it also has plenty of important applications in the field of public relations. PR firms can benefit in their next strategies by paying close attention to some key points extracted from big data. Online statistics provide useful analytical information about which recent press releases reached the highest numbers of readers.
Various types of social media analytics can also provide helpful insights about who is writing what about a given brand at any given time. This part of big data can be especially useful in troubleshooting an unexpected public relations crisis. Reviews and mentions on social media sites are essential for building brand awareness, and public relations specialists need to know how to take relevant information from these statistics.
Selecting the Right Tools for Big Data and PR
New data management tools are becoming available every day, and improvements to existing ones happen just as quickly. Some of the most recommended data management tools for PR strategies include an enterprise level Google Analytics account, a SurveyMonkey account and a set of keyword-focused Google alerts to help PR specialists stay on top of every mention a brand gets across every type of website. A similar tool is Vocus, which tracks results of published press releases.
Recommended Actions for PR Professionals
Interaction across various social sites is vital for maintaining good customer relations. One recommended step is to respond to each review or mention with a short message thanking the posters for the feedback and asking for any further ideas they may have about how the brand can give them a better customer experience. Responding to negative comments and asking how to fix the problem is an excellent strategy to prevent a PR problem from becoming too widespread.
Big data may first appear to be a large amount of numbers and statistical measures, but the right tools allow a PR firm to sift meaningful information from it. This information can be invaluable for formulating more effective PR campaigns and strategies that bring more positive results. Keeping current on changes in social media trends and Google search algorithms is another important factor in getting the most out of big data in regards to improved PR strategies. Big data has already revolutionized many tactics in the marketing field, and public relations is sure to naturally follow the same path as the technology continues evolving.