Today we bring you a guest post courtesy of Leslie Campisi, managing director for global communications consultancy Hotwire PR. Like every PR agency around the world, Hotwire wanted to use the best available tools to connect its clients to the most influential individuals in their respective fields. But the Hotwire team found that the available technology didn’t meet their needs as directly as they would like, so they did what any truly enterprising business would do: they made their own!
I wish I could take credit for Listening Post, Hotwire’s new influencer analytics platform, but it was in development long before I arrived. What I can do is to draw a line under why it’s so important to our business here in the US and what I think it says about our agency.
Data has a big role to play in PR.
There are lots of influencer management tools already available to communications pros. It’s easy to dismiss the proliferation of dashboards, scores, and workflow tools by the sheer number of them that are on the market. (And, in some cases, by their complexity, price point, and lack of understanding about how PR people actually do their jobs.)
But a booming market for influencer management software is testament to just how unwieldy the challenges of effectively managing important relationships have become. The volume of data contained in the social graph, and where it intersects with proprietary client–and agency–information is too rich to be ignored by PR folks. In many cases, it contains the very proof that we’re doing our jobs effectively. Who’d want to ignore that?