Purpose

The aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function.

Design/methodology/approach

The research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands.

Findings

The findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity.

Theoretical and practical implications

The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities.

Originality/value

The study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.

中文翻译：

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数据时代的公共关系：企业对社交媒体分析 (SMA) 的看法

目的

本研究的目的是了解公共关系领导者如何看待和使用社交媒体分析 (SMA) 以及 SMA 对公共关系职能的影响。

设计/方法/方法

该研究涉及对领先跨国企业品牌的首席传播官 (CCO) 的深入访谈。

发现

调查结果显示，尽管 CCO 认为社交媒体分析对于推进公共关系具有重要的战略意义，但社交媒体数据的使用因与建立 SMA 能力相关的挑战而放缓。

理论和实践意义

该研究将公共关系理论扩展为一种战略管理职能，并为建立 SMA 能力提供了实用的见解。

原创性/价值

该研究是首批提供企业如何使用社交媒体分析来加强公共关系工作的实证证据之一。