Social media analytics: how they support company public relations

Lisa Tam · Jeong‐Nam Kim

57 citations0/0 files storedJournal of Business Strategy

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Public Relations and Crisis Communication Digital Marketing and Social Media Social Media and Politics

Abstract

Purpose In the midst of practitioners’ increasing use of social media analytics (SMA) in guiding public relations (PR) strategy, this paper aims to present the capabilities and limitations of these tools and offers suggestions on how to best use them to gain research-based insights. Design/methodology/approach This review assesses the capabilities and limitations of SMA tools based on industry reports and research articles on trends in PR and SMA. Findings The strengths of SMA tools lie in their capability to gather and aggregate a large quantity of real-time social media data, use algorithms to analyze the data and present the results in ways meaningful to organizations and understand networks of issues and publics. However, there are also challenges, including the increasing restricted access to social media data, the increased use of bots, skewing social conversations in the public sphere, the lack of capability to analyze certain types of data, such as visual data and the discrepancy between data collected on social media and through other methods. Originality/value This review suggests that PR professionals acknowledge the capabilities and limitations of SMA tools when using them to inform strategy.

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References

2011Problem Solving and Communicative Action: A Situational Theory of Problem Solving 1993Image and substance: From symbolic to behavioral relationships 2016Organizational listening: Addressing a major gap in public relations theory and practice 2016Public engagement with CEOs on social media: Motivations and relational outcomes 2013Toward an Integrated Model of Public Engagement on Corporate Social Networking Sites: Antecedents, the Process, and Relational Outcomes 2014Social media monitoring: aims, methods, and challenges for international companies 2013Two Types of Public Relations Problems and Integrating Formative and Evaluative Research: A Review of Research Programs within the Behavioral, Strategic Management Paradigm

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