Today, organizations have more data at their fingertips than ever before and it’s influencing how they conduct business across the board. Yet, this rapid influx of information can be a double-edged sword making it essential to identify and analyze the right type of information.
Communications professionals face big challenges in “reading” the media landscape today – from basic facts such as media reach or tone to identifying and “deciphering” public sentiment, it is much harder to get that particular nuance and contextual understanding through pure volume of data. Also, it’s essential to focus on what’s really important to the business by digging deeper into reputation drivers and customer sentiment.
So, what can CMOs do to understand the true meaning of press coverage and social sentiment?