Public relations in the age of data: corporate perspectives on social media analytics (SMA)

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.