One of the biggest hurdles for a public affairs officer (PAO) is knowing how to stop talking about what happened yesterday and start talking about what will happen tomorrow. Leadership does not operate in the yesterday, and they do not fight in the today. They operate in the tomorrow because the decisions they make impact the future. If they are operating and making decisions for the present, it is already too late for them to be effective.
Conducting social media research is the process of reviewing and analyzing the data from your social media channels to understand how audiences react to the content you are sharing. It is focused on your social audience's knowledge, attitude and behaviors and is used to learn their interests and perceptions.
Accurate social media research helps achieve our leader's communication objectives by identifying who needs to motivate, activate or educate. You should constantly be asking yourself where your target audience gets their information and what is the best way to reach them on these platforms.
Follow these best practices to stay relevant when researching and analyzing your accounts.
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Effective Research Strategies