How does social listening help you handle PR crises and manage your image? A must-read for beginners!

What are Big Data and Social Listening? How is it different from traditional media monitoring and clippings? Source big data will answer your questions!

From traditional newspaper clipping to social listening

Enterprises need to master their brand image, avoid and deal with crises (crisis management), etc., which requires sophisticated and strict brand management. Traditionally, data has been collected by manual clippings or traditional electronic databases, and then counted and classified. However, as social media becomes more and more important, social media monitoring becomes indispensable. Marketing, PR and media relations practitioners are beginning to find it impossible to ignore these voices.

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Many public relations disasters now ferment on the Internet, including the "Lancome Denise Ho incident" a few years ago, and the common netizen boycotts and sniping in recent years. These all need to be discovered through listening to social media. Real-time reporting, response and monitoring are very important to prevent the incident from continuing to escalate. However, organizations are overloaded with public relations matters and are unable to monitor the network for long periods of time. How should they detect and handle crises and maintain their brand image? Below we will gradually dismantle the use of PRThe Three Steps to Social Listening：

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1. Take preventive measures and keep up with the latest online trends

Nowadays, the public relations and communications departments of many companies have the habit of clipping newspapers every day, hoping to understand the image of the company/organization in the public and the media, and report to the senior management for reference in decision-making. However, purely clipping newspapers often consumes a lot of manpower and material resources, is costly, and cannot keep up with the ever-changing and widely spread opinions of netizens.Social listening can help companies quickly collect a wide range of comments on brands or issues on the Internet, and use intelligent systems to identify hot topics with potential risks., allowing public relations personnel to spend only a few minutes a day to keep up with netizens’ comments, discover netizens’ focus and crises as early as possible, and prevent problems before they occur.

uMax Data Daily ExpressCollect the hottest and latest posts from major platforms and send them to your email on a scheduled basis. Whether it is epidemic news, hot topics on institutional networks, or actions of competitors, you can get a glimpse of them and grasp the latest developments one step ahead of others.  

2. Seize the golden time to detect and deal with it as early as possible

When a public relations crisis occurs, we must seize the "golden hour" to discover and deploy responses as early as possible to prevent the crisis from continuing to escalate. In the Internet age, the life cycle of public relations crises has changed dramatically.Events often do not fade away naturally. One wave of crisis will be followed by another.Therefore, seizing the time to handle, explain and respond can more effectively protect the image of the organization.

However, large organizations have rigorous decision-making processes, and when they encounter a "PR disaster," it may involve social media editors, public relations departments, legal teams, management, front-line service staff, etc., which requires time for discussion and deployment. If there is a lack of network monitoring and alarm systems, the virus is often discovered after it has spread widely, catching the organization off guard.

So one of the important functions of social listening isIntelligent automatic early warning system can provide early notification of crises，Help public relations handle public relations crises more efficiently. Source Big Data Corporate PR and Communications Solutions - Click here for details

uMax data provides instant warning，Flexible settings, precise push warnings for sensitive words, negative emotional words, Facebook angry and other values, reduce useless false alarms. The person in charge can receive early warning by email or instant messaging software, and can defuse bombs in advance anytime, anywhere without difficulty.  

3. Long-term monitoring, establishing KPIs and daily operating procedures

To manage the image of an organization in the long term, the organization should also be proactive. In addition to being cautious and careful to prevent crises, incorporating social listening into your daily operations can help you manage your online image more effectively and help your organization build a good relationship with netizens in the long run.

If the organization operates a social media platform, editors can use social listening to discover hot topics and enhance the effectiveness of postings. If social media is not the main external communication channel for an organization, through social listening, the organization will also better understand the language, concerns, hot topics, etc. of netizens, which will help the image of the organization.

源大數據的社交聆聽智能平台更進一步幫你為機構網上形象搭建指數，訂立KPI，加上智能報告功能，方便所有背景的公關傳訊人員操作，迅速融入你的業務流程。   uMax Data is well aware that many organizations have no experience in social listening, so it provides an entry-level solution with a low threshold, focusing on being lightweight and easy to use, which greatly reduces the cost and time required for training.Contact us，Request plan details 

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uMax Data specializes in social issue monitoring and has more than ten years of experience. The platform is easy to use and highly flexible, allowing it to cater to different departments within enterprises, such as public relations, market research, and product development, to grasp the prevailing social trends. Utilizing Cantonese natural language processing technology, it addresses the unique online ecosystem in Hong Kong.

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We provide precise data, AI Tools and Innovative Solutions!

uMax Data Technology Limited, founded in Hong Kong in 2016, is an innovative technology company driven by artificial intelligence and data. uMax Data offers a variety of SaaS products and solutions, including Social Intelligence Platform (SIP), on-premises AI server, social listening and online alert systems, all-in-one intelligent research and event management platform, AI search engines, social intelligent customer service platforms, AI Agents and chatbots, brand public opinion insights, social media risk management, and multimodal data processing and digital upgrading solutions. These are collectively known as "Social Intelligence." These products not only enhance enterprise productivity and efficiency but also help businesses make more informed decisions.

Want to analyze customer opinions through online discussions? Understand what netizens are thinking? Emailinfo@umaxdata.com immediately to request related case studies and insight reports.