There are always thoughts on how the future would and should be. Admit it, how does one not wonder how the future will treat a person? Most importantly, how the future will treat their business. Charles W. Eliot once said, “All business proceeds on beliefs, or judgments of probabilities, and not on certainties.” But then again man had never met the digital era. With help from technology and continous innovation, today’s business tactics are enhanced and elevated with digital admixture that can help in the balance of probability.
Nowadays almost everything in most business scopes has the word “Digital” attached to it; Digital Agency, Digital Consultant, Digital Content, Digital Marketing, Digital Advertising, Digital PR and so on. “Why? What difference does the terminology make? Why is it important to make the distinction?” Danny Brown once asked in his article ‘PR in the Digital Age: Where Now?’.
Let’s talk about Digital Public Relations, for instance.Traditional PR is simply defined by reputations – the result of “what you do”, “what you say” and “what others say about you”.
What You Do
From press releases, product launches, corporate social responsibilities to crisis management, and the belief that the coverage of these practices should only use and approve the most positive and accepting news outlets. This old-fashioned approach won’t move the industry forward.
What You Say
Some people still believe Public Relations agencies and professionals are most likely to cling on to the belief that they should control the message and how they want the outcome to be. In this case, companies and agencies that are afraid of losing control are not seeing the big picture – Facts don’t change. The facts are still in your control.
What Others Say About You
Companies and agencies may have control of the facts and what they say.They can even plan on how they want the outcome to be and how to deal with the outcome. Some people like to believe they have full control of what people will say about them – send out a good message and people will have only good things to say. That’s not always the case. Truth is, what people say is not controllable.
So, how does digital fit in this particular industry? Danny Brown once asked,“What is the difference in putting the word “Digital” in the beginning of such industries? Namely, Digital Marketing, Digital Advertising and Digital PR. Does the strategy change? Does the thinking behind a strategy change just because you add the term “Digital”?” No. Tactics, platforms and the matrix may change, but the strategy remains the same – What is the overall goal and how to measure its success.
Companies may not be able to control what people say about them, whether or not it is bad or good comments or conversations but they can measure and analyze what people say in their conversations, or, to be more specific,monitor ‘online conversations’ to sum up the reputation of the company and its brand or product among customers and consumers.
Going digital means knowing what to do to get the best advantage of who and what you are. How much the people like you? What do they like about you? What don’t they like about you? In this digital era, opinions are posted; not talked-about much anymore. So, taking digital advantage means knowing how your brand is doing and having control of a good or bad situation by making the best of what people have to say or blog about you.
Going digital means getting data. Data is one of the best kind of proofs and benchmarks for the next step in one’s strategy and tactics. Countless uploads, downloads, posts, micro blogging engagements and comments written about your brand or product is stored and analyzed to create the perfect data outline to provide advice and potential leaps for businesses to take the best risks in order to move forward in the safest way possible.
Going digital means measuring and evaluating what has been done. Evaluation is one of the standard steps in Public Relations strategy and tactics. Traditional Public Relations professionals use surveys and media content analysis or backtracking. But the most efficient and effective method of evaluation is through the measurement of metrics (online),since social media is the fastest way to gain one’s opinions and posts.
In terms of actual metrics, let’s have a look at these 3 categories:
This is a simple raw number that shows how many times you’ve been mentioned in a given time period. This is to find out if your PR or any kind of business is working. The more people talking about you in a positive manner, the more effective and viral you’ve been at reaching people.
The number of audience that requires interaction or commitment is the number that you should add to your diagnostics and calculations. From the number of emails, subscribers, Facebook likes and comments to Twitter retweets. One of the most reliable audience measures is website traffic.
If there is one kind of measurement that is probably safe to vote off, it’s impression; mainly because impressions are a passive measure that do not indicate any kind of commitment.
Going digital means having an easier way of evaluating site visits prior to your PR program or even brand(during and after), see what pages people visited the most, what they liked the most, what grabbed their attention and what they’re talking about online (including social media sites), as well as getting updates on visits and reach from social networking sites and evaluating comments for positive and negative messages as well as trends. Also, you can now see whether the comments started out slow and then increased, or if the tone turned increasingly positive as your strategy and tactic progress.
In this day and age, technology and countless innovative and artistic ideas have been blended together to create oppurtunities to elevate businesses.
Going digital means stepping into the future with the right balance of certainty and probability. Making ways for the digital landscape can tell you what kind of risks to take in any business.
~ Our Strategy Team
Kana is A Digital Innovation Agency
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