by Jeanin Alvarado
Written and communication skills are vital for any public relations professional as the business is heavily dependent on the process of enhancing an organization through social media and branding. Most PR professionals do whatever it takes to stay clear of numbers, though what most don’t realize is that having knowledge of quantitative data is just as important as it can provide crucial information on how to generate more sales and revenue. Below are four ways analytics can be useful to have in a PR professional’s back pocket. Budgets and Profits The most obvious way qualitative data can be incorporated into PR is through the calculation of budgets and profits. The first step is to ask what needs to be achieved, followed by how can this be accomplished? Everything has a cost but the goal in any business is to achieve a positive return on investment (ROI). This means the earnings must be greater than the allocated budget. Past budgets can also act as a guide to help one make a new budget for another project so funds aren’t spent on unnecessary items. Customer Traffic Any skilled entrepreneur would know that a company’s website is the hub of any successful business while social media accounts are also prudent. Determining when and how much traffic these accounts get can help ascertain the best tactics to improve customer interaction. For example, if you are evaluating a client’s Instagram account and you notice they get the most likes and comments when a picture is posted at 5 p.m on Fridays you are most likely going to want to continue that trend. Some social media networks such as Facebook have an internal analytics system that can track these trends easily, though there are other external data-collecting bases that will do it for you (e.g. Cision). These tools can report how many views a website gets over a period of time, average likes on a post, and even the time spent viewing said content. This data proves to be quite invaluable when wanting to promote a company. Demographics As mentioned in the previous section there are different types of data to track along with the customer traffic. Another vital stat to look out for is audience demographics. Use these tools to look at gender, age and even where the majority of viewers are from (e.g. out of the country, in-state). Looking at who is viewing the content can be fundamental in building a customer base. It can be easier to build campaigns that appeal to a specific demographic rather than trying to captivate the attention of everyone. Save Time and Money All in all, interpreting these collections of data can save a company time and money. It saves time by cutting research in half. Why spend the time compiling results when there are programs that can do it for you? Money is saved by conserving resources and utilizing them on other projects. Although analytics aren’t the first thing that come to mind when someone thinks PR, they can be quite useful to understand. Numbers may not be a PR professional’s best friend but they can definitely lend a helping hand.
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