Digital analytics – such as referrals, video views, and social engagement metrics – form an important pillar of modern analytics in public relations. Such data can be used in numerous ways to support PR campaigns, from helping to inform the style of certain content used, to measuring the social impact of a campaign after its launch.
In one obvious use case, analytics can be effectively leveraged as part of media monitoring efforts in a public relations campaign. Content discovery platforms such as NewsWhip Spike monitor huge volumes of content being shared on social networks in real time, including website articles, videos and images, and social media posts. PR professionals can use this technology to develop lightening fast alert systems, which use social data to predict when a story mentioning a particular phrase, brand, individual or institution is set to go viral.
This data can also be used retroactively to gain insight into the effectiveness of certain campaigns, such as measuring the volume of shares and comments that articles or social media posts received over time. By showing how much of an audience that such posts were able to reach, the job of public relations is given data to help inform strategic communication decisions, as well as to illustrate the effectiveness of campaigns to clients.
Visit the Newswhip Research Center:Â It’s the central intelligence hub of NewsWhip where we regularly publish reports around changes to the social platforms and event specific insights (Black Friday, Christmas, Super Bowl, World Cup, Brexit, Presidential Elections and much more). This multidisciplinary team is comprised of Content Strategists, Editors, Data Scientists, Research Associates and outside partners, including leaders in academia. The center focuses on demystifying the spread of news and information and provides insightful interpretation of the vast social data that surrounds us.
