One of the popular things that is happening in social media and public relations right now is how to exactly measure whether or not our campaigns, issues, or clients are getting exposure online. Of course, there are certain web sites that can track what are the current trends online like setting up Google Alerts or doing a blog search on BlogPulse. Well, I have to say that these strategies are so 20th century!
However, the public relations professional that is able to not only keep up with the current trends and issues online, but also what are the latest ways to track these changes in real time – will be successful. For example, one of the corporations that really has taken a big step in establishing themselves online is Microsoft. With the successful launch of the search engine Bing, Microsoft has also announced that they are currently working on LookingGlass, which will allow marketers “to see, in real time, what people are saying about their product. The software uses technology developed by Microsoft research to automatically determine whether the feedback is positive or negative.” (“LookingGlass lets marketers monitor, use social media,” September 25, 2009).
This is definitely a huge move for Microsoft since it again will embark on Google’s territory – Google has Google Analytics which allows you to follow trends and incoming traffic on a particular web site – but this new feature from Microsoft appears that it will be offering much more to businesses and public relations professionals. Many professionals in the industry (both in business and public relations) are excited to see this in development.
There are of course several ways that businesses (and individuals that represent a business themselves) can use social media to their advantages. Implementing social media effectively is about thinking in the long-term, and more about the small interactions with key individuals online rather than the big and large online community. Plus, social media isn’t about presenting or managing our image necessarily – but it is about establishing a platform in managing who we are and our reputation. There are already many different services out there that allow you to track these trends and monitor social media – some are extremely useful.
We are living in a ever-changing business environment – and public relations professionals have to become one with not only the technology to communicate their strategic messages, but also to evaluate their impact and effectiveness online.
Hope you all are having a great day!
Best Wishes,
Karen
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