NEW YORK--(BUSINESS WIRE)--Business Wire and PR News recently fielded a survey to gauge how public relations professionals are using the data from their social media monitoring efforts and find out if they feel monitoring has made a difference so far in their businesses. The two most common uses of data from social listening among the 300 professional communicators who participated in the survey are "to listen to customers and prospects" (72%) and "to find influencers" (60%). (See infographic.)
When asked if social media monitoring has been effective for their company, a surprising 26% said not yet, while 10% said no. So while the practice is in effect, obvious business benefits are not always clearly seen. One possible reason: Not only is the practice of social listening in its infant phase, the question of how to apply lessons from that data is still murky.
"PR people are good at generating action [on social channels], but not yet understanding what the data can provide internally," said Serena Ehrlich, director of social media at Business Wire, who spoke about analyzing PR data at PR News' Measurement Conference in Chicago on Nov. 20. "They need to monitor actionable data for the company to put to use."
Business Wire recently partnered with NUVI social media monitoring to help communication professionals measure and track real-time social conversations. (http://www.businesswire.com/portal/site/home/social-media-monitoring/)
Complete results of the survey were announced in the Nov. 17 premium weekly edition of PR News. PR News’ Google for Communicators Conference on February 11, 2015 in San Francisco will also focus on measuring social media as well as traditional media. Early bird rates end January 22, 2015.
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