March 4, 2019 By psekerka
From the prevalence of social media to the rise of big data, the way companies and organizations frame and disseminate communications has fundamentally shifted over the past few years. In a recent interview with Consulting Magazine, FTI Consulting’s Brent McGoldrick, Senior Managing Director of Digital & Creative Communications and Strategy Consulting & Research, discussed what a tech- and data-centric approach to communications means for corporates.
While the speed of digital communications presents some serious challenges—negative information now travels almost instantaneously—the rise of digital and social media also represents serious opportunity for companies of all shapes and sizes. Data (in the form of online conversation) is now available on a previously unimaginable scale.
“We have at least 5-6 years of historical data now that social media platforms have essentially achieved widespread scale, so now we can look at the patterns. What happens in terms of media coverage and social media dialogue among the audiences we care about in these types of events? What conclusions can we draw? So getting into not just weather reporting but also weather forecasting, identifying those patterns and levers where companies can and should engage based on data and trying to make some predictions about the future in terms of what that might look like.”
– Brent McGoldrick
The ability not just to analyze past communications, but to also use this information to predict or forecast future events, will play a key role in shaping the way we approach audience targeting and message development moving forward, according to McGoldrick.
Read the full interview here.