Depok-Big Data is a collection of large amounts of data obtained from several organizations, such as social media, company websites, search engines, and others. In the midst of the current digital disruption, some people spend a lot of time surfing the internet. They can be viewers or creators with great influence so they can promote a product, both goods and services.
Seeing these conditions, the Public Relations study program, Vocational Education Program at the Universitas Indonesia (UI) held an inbound lecture with the National University of Singapore (NUS) with the theme “Digital Transformation in Strategic Communication: How to Manage Big Data for Your Personal and Corporate Branding Campaign” on October 24, 2022. The public lecture which was attended by approximately 200 participants was filled by Dr. Suchiwit (Sean) Chaidaroon, senior lecturer in the Faculty of Arts & Social Sciences at NUS.
(Photo: Sean is presenting material on digital transformation today)
“Through the collected content and uploads on social media, companies can find out the best time to upload content and interact with the audience via Instagram or TikTok live broadcasts,” said Sean. Often there are errors in the use of mahadata by public figures and the government. Sean gave an example regarding the campaign conducted by Donald Trump’s public relations team which was held in Oklahoma to be visited by tens of thousands of visitors. However, in reality only 6,000 people attended the event. This was due to the ignorance of Donald Trump’s public relations team in collecting and using data. They only take data from one source without involving the community as a whole to get various data.
Sean added that in forming corporate and personal branding, there are three things that need to be considered, namely volume, variety, and velocity. Volumes contain data from thousands to millions of people who mention brands so companies can know where they are. Furthermore, variety is usually in the form of uploading videos, pictures, photos. This upload contains good and bad impressions or opinions of users of products and services. Finally, the velocity or speed with which data is spread, for example the content of a negative review of a product will spread quickly and become a big issue. Responding to this, public relations practitioners must act responsively, carefully, and quickly to rectify outstanding issues.
The use of data and technology has a number of extraordinary benefits. However, it can also backfire for corporations and individuals. Artificial Intelligence (AI) is one example of technology that provides innovation and novelty. Utilization also needs to be considered properly by public relations practitioners.
(Photo: Representatives from the National University of Singapore describe lectures conducted on their campus)
Head of the Public Relations Study Program, Mareta Maulidiyanti, S.Sos., M.M., stated that the use of mahadata in shaping personal and corporate marketing has an important role in today’s all-digital era. “Artificial intelligence and big data will help public relations in designing efficient strategic communications, so that they can reach the target audience directly,” said Mareta.
