The Digitization of Research And Measurement In Public Relations
(SocialMediaExplorer.com) — The field of public relations has undergone two major revolutions in the past 15 years or so. The advent of the Internet represents the first revolution. This revolution primarily impacted the way content was created, distributed and consumed. It also fundamentally changed the nature of communication – remember email became the first killer app of the Internet revolution. The second revolution is social networks. Again content creation was impacted, led by consumer generated content in multiple forms. Perhaps more importantly, peer-to-peer communication between consumers, and two-way communication between consumers and brands/companies, have been enabled and are having a profound impact on the way companies are organized and behave. The worlds of marketing and public relations have made an analog to digital conversion. And with it, we are in the midst of the digitization research and measurement.
New Models, New Metrics