6 Valuable Digital PR Tools
There is a common misconception when it comes to finding valuable digital PR tools. The problem is that some people will not grasp the fact that digital PR and ‘traditional’ PR are one and the same.
Social media should be viewed as channel, analytics as part of everyday evaluation. Only by accepting digital PR as a redundant term and making it part of your communications mix overall – the fabled ‘integration’ everyone talks about – can you get the most out of it.
It’s reassuring then that there are some easy tools out there to help you start doing this and make it a part of your digital PR and marketing mix.
The thing with social monitoring and engagement tools is that every blog says the free tools are adequate. Well quite honestly, that’s true if you are a sole trader or a small business, but if you want the best then you should pay for it.
Sysomos is a fantastic platform with two main aspects, MAP and heartbeat, allowing pinpoint accurate social listening and influencer mapping across many different social channels, including Facebook, Twitter and LinkedIn. It allows you to create graphs, find a myriad of business insights and compare results across organisations, dates, channels, and much more.
The Sysomos team are based in the US and have UK sales teams, we highly recommend them – and we’re not on commission!
Now here is a free digital PR tool neglected by far too many people. PR evaluation has always been a hot topic, yet with AVE dead and the Barcelona Principles remaining hot air, you need to act now and ensure your PR evaluation is fit for purpose.
Google Analytics is simple to use and provides measurable data on how your earned or owned media has affected website visits, sales conversions and much more. It’s the starting point to a tangible set of PR driven data metrics to illustrate the success of your campaign.
You simply need a Google account and to verify your website – do it now.
It’s not as good as the original but when you need to follow a breaking story, monitor a crisis, or simply enjoy a campaign of yours exploding, there’s nothing as simple and easy to use as Tweetdeck.
Frustratingly prone to bugs these days and lacking the charm it had before Twitter bought it, it still enables you to ensure account teams all have access to the latest conversations around hashtags, handles and conversations.
Lacking in presentation but delivering as the easiest way to check backlink information, Majestic SEO is also really useful if you receive a Google penalty, enabling you to find those pesky bad links and deal with them. Worth the investment if you are in charge of search and ranking, still worth it if you just want the insight.
Tweetreach allows you to put numbers on how far tweets have travelled. Yes that’s a really basic way of describing it, but that’s the sort of language that works when presenting back campaigns to FCOs. You have to allow permission to access Twitter, though, so it’s only suitable if you control handles.
Spike was originally made for journalists as on online newsroom to track which stories across the web gain the most shares across LinkedIn, Facebook and Twitter. It has more than 250,000 news sources and articles are noted within 90 seconds of publication. It also allows users to create panels for different clients and you can track by region and sector, meaning it is good for crisis management if you want to spot trouble brewing in real-time.