Public relations in the age of data: corporate perspectives on social media analytics (SMA)

• Published in: Journal of communication management (London, England) Vol. 25; no. 4; pp. 401 - 416
• Main Authors: Fitzpatrick, Kathy R, Weissman, Paula L
• Format: Journal Article
• Language: English
• Published: London Emerald Publishing Limited 05.11.2021; Emerald Group Publishing Limited
• Subjects: Big Data; Business communications; Communication; Customer relationship management; Decision making; Digital media; Empirical analysis; Environmental scanning; Mathematical analysis; Public relations; Social networks; Stakeholders; Strategic management; Social media analytics; Social media monitoring; Public relations; Social media listening; Strategic communication management; Corporate communication; Big data
• ISSN: 1363-254X; 1478-0852
• DOI: 10.1108/JCOM-09-2020-0092

PurposeThe aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function.Design/methodology/approachThe research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands.FindingsThe findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity.Theoretical and practical implications – The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities.Originality/valueThe study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.