Brand relevance is considered one of the biggest challenges facing public relations agencies today. In order to keep up with Gen Z, agencies need to be able to adapt to the latest news and engage with users who are coming of age to make major life decisions.
The sellpoint for many PR analytics software tools is to make news sourcing and earned media tracking easier. What is glossed over may be the most important feature to actually using analytics software most efficiently. The million dollar question is: what is resonating with audiences today?
Most PR analytics software lacks predictive analysis demonstrating how social media interactions scale. It’s not strategic to respond to every single social trend, so it’s critical to make your bets count. Agencies are especially concerned with what is going to be talked about tomorrow, good or bad.
Reactive campaigns – such as Oreo’s “Dunk in the Dark” tweet during the Super Bowl – have become popular in recent marketing history, but that’s only accounts for a portion of the brand’s total earned presence. Brands that are interested in creating real-time wins and increased average engagement benefit from tools such as NewsWhip Spike. The Predicted Interactions feature provides users with forecasts. For example, how many Facebook interactions can be expected for a piece of content over a specific period of time.
Brands such as Reebok have used Spike to zero-in on trends, find the relevant connections, and turn content that resonates. In one great moment, the women-first brand took notice the story about Massachusetts Senator Elizabeth Warren being silenced in congress was gaining traction. Reebok realized early-on that this topic would resonate with with their audience and launched a T-shirt with the phrase “Nevertheless she persisted” boldly printed across the front.
The resulting customer engagement was more than expected. Aside from the wide-ranging media coverage and customer love on social media, Reebok’s shirt sold out within hours.
Visit the Newswhip Research Center: 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.
