Big data is the buzzword of the moment, and with good reason.
If you’re like a lot of people, you may not fully understand what it is, nor how it can help you. In reality, the consumption of these mega-caches of information can be the key to going from PR pro to PR hero.
To stay afloat in the data-heavy digital age, you need to understand the ins and outs of big data so you can personalize your messaging to resonate with end users—and their friends.
Big data is just that—big. There are a lot of conversations happening, and it can be hard to sort through the noise. A new guide, Be a Big Data Marketing
Hero, is a valuable resource to help PR pros get up to speed on the exciting new world of consumer insight, and it can be used to help inform and educate other people in your client’s organization or your own.
To get started, here are three ways data can help improve your PR performance:
1. Identify influencers.
Real-time social media data can help you identify the primary influencers in your industry. Who’s posting and sharing information about your products, business, or industry most frequently? Getting the attention of social influencers can help you get a handle on what’s circulating about your company.
2. Address buyer barriers.
A major part of PR today is building or strengthening a community of customers and prospects through social media. That’s why you need to answer questions, contribute to discussions, and help folks understand concepts and issues that relate to your products. Big data helps you figure out what people need to know and what issues are tempering their lifelong loyalty, so you can properly address them.
3. Adjust messaging and delivery.
Accessing reliable, timely information about your marketplace with big data analytics makes it easier to spot trends in how people are talking about your business or industry. With this information, you can adjust your messaging to leverage the positive and minimize the negative impacts. Just be sure to take the time to notify your colleagues—even those on other teams—of the changes to ensure they adjust as well. This enables your organization to maintain cohesive multiplatform messaging that hits the mark.
Knowledge is power, and big data represents a slew of knowledge that, when harnessed appropriately, can help you reach your audiences with the right messages, in the right place, at the right time.
Ashley Sherman is the director of digital media relations for Relevance, an online marketing agency in Indianapolis.