Editor’s Note: Rick Miller will be a participant on the panel “Digital Whispers, Social Screams: Using Digital Analytics to Maximize PR Impact and Control Crises” during the PRSA Health Academy Conference on Friday, May 15. Register for the conference to attend.
Social data has become the canary in the coal mine for public relations or marketing executives to uncover discontent among their target audiences. Social’s sheer volume is useful for trend detection, and it’s often rich in color commentary. But I’ve seen many agency folks and brand strategists misinterpret this data. Without the right perspective, brands often mistake minor issues for major crises, and vice versa.