One of the main concerns of our clients is how to create and maintain an efficient communication strategy. And for this, we at ZN understand that before anything else, it is critical to know the online landscape you are in.
There are some questions that you need to ask yourself when starting a new online communication strategy.
- Who are the key influencers around your topic?
- What terminology does your target audience use?
- What kinds of messages are being circulated?
The next step is monitoring the online conversations on a regular basis in order to identify trending discussions, engage with stakeholders and assess your performance. Doing all of this can be complex and time consuming, especially if you consider all of the online channels that currently exist.
Take a look at this Internet statistics in 2012 video to understand the big picture that we are talking about:
Very aware of this reality, we have a dedicated team in charge of doing online research for all of our clients. Armed with the best tools, they are experts in finding and analysing the online behaviour of specific target audiences. They can find out what’s being said in the network, what the most effective keywords are, what’s your competitor’s situation, and much more relevant information.
We have worked in partnership with many clients – from global corporations to European associations – and, with the help of the findings from our extensive online research, we have built effective digital strategies.
Interested in knowing more about online research and monitoring for your organisation or for your role? Keep a look out for our future posts on digital mapping and online research.
You can also contact us for more information on our training programs and coaching sessions.