PR, Web 3.0 and Social Media Analytics

Web 2.0 a few years back was all about going out and being social online. You needed to make friends or get connected or tweet with tweeple but now you have a social life whats the next thing to do? Web 3.0 is all about doing something with those friends and connections you have made as well as sifting through all the conversations to find out what people are saying about you or your organisation. This is very interesting especially if you are working in Public Relations.

In the past you would send out a press release and see how many publications picked up your story. You would then check if the stories were positive or negative and then do a tally to see if the overall pickup was psoitive or negative. Well now with social media there is the added advantage of social and website analytics.

After you send out a press release is there an increase in the number of hits to your website? I love the idea now that you can do social media analytics with the likes of Radian 6 and Adobe Social Analytics – I quite like Hootsuite. I like as a PR strategist to be able to view peaks and troughs in realtime of social media communication mentioning your organisation. When there is a lot of messaging it will be almost impossible to read all the messages however if you can put a timeline to when there was a peak in speaking about your organisation and when there was a trough or dip in communication – if you are able to say what specifically caused those readings then it will make your campaigns a lot more interesting and something more to show your clients or superiors.

To be honest it will be the specific audiences you are targeting who will be your gems if they start communicating with their friends and colleagues about you in a positive way. It is valued audiences which at the moment I dont think can be separated from social network users in general. In an ideal world I would like to be able to get a value (0-10) for social media communicators and my target audiences. I would love to be able to have a look at the feedback and see that there was a peak of 10 000 people talking about my organisation and then be able to break down those 10 000 into ‘influencers’ and ‘socialisers’. I would also like to get an average on the social network communicators so that of the 10 000 there was an average of about 8 out of 10 value of my target audience who are communicating about my organisation. Well I can dream or I could also start working on designing my own analytics of PR people! 😉


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