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

被引:9
作者
Fitzpatrick, Kathy R. [1 ]
Weissman, Paula L. [2 ]
机构
[1] Univ S Florida, Zimmerman Sch Advertising & Mass Commun, Tampa, FL 33620 USA
[2] Amer Univ, Sch Commun, Washington, DC 20016 USA
关键词
Social media analytics; Social media listening; Social media monitoring; Big data; Public relations; Corporate communication; Strategic communication management; COMMUNICATION; FUTURE;
D O I
10.1108/JCOM-09-2020-0092
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
Purpose The 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/approach The research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands. Findings The 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/value The study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.
引用
收藏
页码:401 / 416
页数:16
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