Enhance Your PR Efforts With Data
In 2014, public relations agencies and professionals have to move beyond social media management and begin using digital data for their campaigns. Monitoring and management are no longer all it will take to be a good PR professional. Data is going to make your campaigns stronger, social posts better, and press releases more relevant. We’ve all heard the term “Big Data” and this year, it is only going to get bigger and better for your business. With more people using social media and using it on different mediums such as smart phones and tablets, we have to tailor our approach to reflect that.
For many small businesses and agencies, social media is overwhelming enough and adding data is too much to even consider. But data is taking over. Everything online can be measured and data insights equal more money for your business. This is the year, where you should go beyond weekly and monthly reporting. Analyze your numbers and put them back into future PR efforts. Data tells a story about your audience, your brand, and most importantly what is and is not working from your PR efforts.
Below are a few of my favorite free digital monitoring and analytic tools that I have had success with in the past. These tools are great for people getting started with data analytics and for those with limited budgets that cannot afford yearly subscriptions to Netbase or Omniture. Each platform is good for different marketing objectives and different social media websites.
1. Google Analytics
2. Facebook Insights
3. Social Mention
5. Tweet Deck
Moving forward, actionable and relevant insights will come from analyzing data. Data insights will help your social media messaging and better align your brand position with your true audience. I strongly suggest getting familiar with at least 3 of these tools because they will soon become mandatory PR skills to retain clients.
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