How to Leverage Big Data for PR and Marketing Communications
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Big Data has become a vital tool for large and small businesses alike, with Big Data software able to help analyze the vast amounts of information to today’s organization. New, simplified tools like Amazon Mechanical Turk allow organizations and individuals to more easily collect data from around the world, providing the ability to predict future purchases, fight the spread of Zika or even find missing kids.
These solutions can also provide key insights that allow PR teams to tailor and deliver more relevant content to engage people and help them take action. Effective use of Big Data in PR can enable you to:
- Use data storytelling. Big Data allows you to identify trends and look for patterns, and the easiest way to get started with data storytelling can be by offering quirky, interesting insights – oftentimes one in which your organization has no particular stake in what the data shows.
- Visualize your message. Using rich infographics that combine or visualize large data sets help explain a story in a clear, concise manner – helping you spread information about your product or service or share a story about data that affects your organization. Especially infographics are great tool to tell a story with data that impacts your organization. Our brains process visual data 60,000 times faster than text, making visualization one of the most effective ways to communicate.
- Find insights about your stakeholders. Understanding where your customers or supporters spend their time and money can help you precisely tailor the message you send. Big Data also allows you to track how sentiment changes in response to your PR activities.
- Identify influencers. Big Data tools can expedite the process of finding journalists and influencers in the media: Influencers can be identified in a number of ways, including participation velocity data, social graph data or reputation engines.
- Deliver results through actionable insights during a crisis. A rapid response is critical for crisis management. In a natural disaster, for example, Big Data enables fast and accurate decision-making. Big Data allows you to track sentiment, intensity, authors and subjects of the conversations and media coverage to determine how serious the threat might be and the potential impact to your business.
Big Data tools and analytics can provide critical insights into who is driving conversations around a brand or issue, and into what content they are searching for online. Leveraging it effectively – and aligning it with specific business goals – will allow you to inform and propel your PR and marketing communications.