A perfect example of how public relations professionals can use social media analytics to communicate with their clients in real time is the case of Cinnabon.
Social media professionals can use social media analytics greatly in order to reach out to their consumer base and engage with them in real-time situations. Also during these real-time situations, social media analytics can help the pros realize mistakes that can lead to public outrage.
Social media analytics is the process of gathering data from blogs and social media websites and analyzing that data to make future business decisions. Over the last few years, marketers and public relations professionals have begun to use social media analytics more often as a way to get a clearer and more organized understanding of how their content is connecting with their target market.
One of the most iconic actresses to ever appear on a movie screen, Carrie Fisher, passed away on December 27, 2016. Millions cried and took to social media to share their feelings. The company that got the most hate about their condolence tweet, however, was Cinnabon. The company tweeted out an artistic image of the late actress in her iconic role in Star Wars, drawn in cinnamon, with a cinnamon bun used to replicate the hairstyle that many had previously compared to Cinnamon buns for years.
Cinnabon was forced to remove the image from their Twitter almost immediately, due to the overwhelming amount of angered tweets that the company received. While the company apologized afterwards, expressing its sincerity, millions were angered that the company would take that time to use the actress in an advertisement.
- Click here for more information on this particular story: http://money.cnn.com/2016/12/28/news/companies/cinnabon-carrie-fisher-apology/
- Click here for more information about how to use social media analytics for your company: https://blog.loginradius.com/2015/07/social-media-analytics/
Public relations professionals can utilize social media analytics in order to better engage with their desired target markets in real time and make real-time marketing decisions. With the amount of people on social media at one time in today's world, a company like Coke can post an article and have thousands of comments back within seconds, offering feedback for them to use in the future. For a public relations professional, this can be a good thing in the event of a public relations disaster between a company and its consumers. If Coke posts an article and it comes out the wrong way, the social media analytics will show immediately that something is going on.