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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About Business Wire
Business Wire, a Berkshire Hathaway company, is the global leader in press release distribution and regulatory disclosure. Investor relations, public relations, public policy and marketing professionals rely on Business Wire to accurately distribute market-moving news and multimedia, host online newsrooms and IR websites, build content marketing platforms, generate social engagements and provide audience analysis that improves interaction with specified target markets. Founded in 1961, Business Wire is a trusted source for news organizations, journalists, investment professionals and regulatory authorities, delivering news directly into editorial systems and leading online news sources via its multi-patented simultaneous NX Network. Business Wire has 32 offices worldwide to securely meet the varying needs of communications professionals and news consumers.