Social Analytics with Lynn Duffy
As a results-driven public relations firm, LáLew understands the value of concrete data and effective measurement. That’s why we took the time to learn from Lynn Duffy, the director of research at Butler/Till. Duffy presented helpful insights on the benefits of using data-driven social analytics, as well as some ways to incorporate them into our work.
Duffy shared how Butler/Till utilizes AI tools to understand the nuances of human data. The platform they use, called Resonate, gathers data from real individuals within specific audiences to shed light on their interactions with a brand. This smart targeting process, as Duffy explained, helps bridge the gap between researchers and the public.
This leads to the crux of Duffy’s presentation: The importance of effective data measurement in helping companies grasp the social relevance of information, understand audiences, and deliver the best results. Data collection is essential for understanding audiences, but studying the social applications of data is crucial for strong performance. One key method is social listening, which analyzes online conversations about a brand. Social analytics support this process and, together, can be used for quarterly reporting, competitive analysis, benchmarking, decision-making, detecting PR crises before they gain momentum and more.
Duffy offered this summary, saying that engaging in social listening and transforming what’s learned into social analytics can help a company:
Get to the heart of what matters to your audience
Develop strategies based on specific insights to better engage buyers
Validate findings instead of relying on assumptions
Tell the RIGHT story to the RIGHT audience at the RIGHT time
As we move forward, LáLew will use our enhanced understanding of social analytics to elevate our client service. We appreciate having experts like Duffy at our team meetings, as they reinforce the crucial role of targeted data, social listening and social analytics in ensuring strong performance. Thank you, Lynn, for your time and insights!
