The start of term is looming and preparation and planning is underway. That’s why it’s taken me a week to get around to posting about the launch of, Share This Too, the second social media handbook published by Wiley.
- Creating content frameworks
- Analysing online audiences and planning
- Content curation
- Community management
- And loads more
My chapter looks at the rise of big data and how data mining can be used to plan and deliver strategic PR activity. It looks at this practically using a case where data was used to identify potential consumer issues for an organisation before they become full blown complaints. By being able to ‘predict’ and address these issues the organisation aimed to reduce its workload.
I conclude by arguing that this kind of innovative, data-led PR can help the PR discipline achieve a more strategic position – both within organisations and within the wider business and marketing consultancy industries.