The UK’s Chartered Institute of Public Relations ((CIPR) @CIPR_UK) this week released it’s best practice guidelines for social media monitoring and listening. The document, which is free to download and was prepared by the institute’s own Social Media Advisory Board (#CIPRSM), gives details on what is social media monitoring, the paid-for and free tools that are available and the how to create monitoring workflows.
Of course you would expect public, private or not-for-profit (NGO) organisations to be good at listening, but in fact it is a skill that is having to be re-learnt.
Until the rise of online and social networking, most public relations professionals relied on traditional broadcast media – print, radio or TV, to engage and accordingly shape perception amongst the client’s target audiences. That meant engaging primarily with journalists.
For many PRs the only weapon that they had in the armoury – primarily because PR was exclusively seen as media relations, was the press release. Weather it was in-house or agency-side the press release was the only tool that others in our organisations saw us use. And success was defined by the coverage secured, always measured by that awful Advertising Value Equivalent (AVE) standard that the CIPR has recently disowned.
The rise of the internet changed all that. Very much like mobile is changing everything again.
Today people flock to forums and social networks to share positive or negative thoughts and experiences, to connect with one another, to create communities about anything and everything. As a result the web has changed the news and publishing industries as much as it has changed public relations profession. A issue can become a crisis in the amount of time that it takes an influencer to share a story with his or her followers.
All the data that is being shared has created an opportunity for organisations to improve how they listen and how they use that information to meet the expectations from their respective audience groups. But listening is not just an art-form, but a science that can give competitive advantage to companies that know what to listen for and how to use that data.
As a result the CIPR decided to produce a document that would give best practice advice to members and non-members alike. It is not designed just for PRs or social media consultants. It is a document that aims to highlight to management and c-suite staff the value of knowledge and how to gain that from conversations taking place online. As Sir Francis Bacon said, “Knowledge is Power.”
If you do have any questions then do reach out to me (@twofourseven) or members of the #CIPRSM panel. We are here to help.
A copy of the document can be viewed and downloaded below.