PR Myth: Social Media Monitoring and Analysis is all about “the tool.”
Truth: The emergent recognition that social media listening is the first step in developing meaningful interaction, engagement and relationships with customers and stakeholders created a cascade of technologies to monitor and analyze social media. Technology pledges countless benefits including speed, accessibility and low costs…some are free.
But if you strip away the hyperbole surrounding the scramble for social media analytics, one sees that while tools make promises, they are only optimized through the uniquely human contributions of initiative, contextual understanding and interpretive analysis to make technological output insightful and actionable.
Hundreds of tools promise constancy, accuracy and speed but many tools are simply technologists’ attempt to solve the unique challenges of professional communication with off-the-shelf solutions retro-fitted to public relations. To solve problems related to what’s really important to us, PR professionals need to marry experience, insight, story-telling and technology to ensure that communications analytics form a strong foundation for solid decision-making.