Public Relations 2.0 in the age of big data Towards strategic brand communication governed by algorithms

Abstract

The recent technological transformations have changed the nature of data production and transformed the latter into a new nature to become big data. With it, the strategy and decision-making equations have shifted to rely heavily on this new product “Big Data”, from this point of view there are new ways to deal with this type of data. This also allowed the creation of new methods of analysis, and the generation of meanings that help to understand the past, present and future. in this context. This article describes the coexistence between two uses of social web platforms by organizations. While organizations initially considered their branded pages and accounts on Facebook and Twitter as owned media that provided them with an earned exposure through the actions of Internet users, the algorithmic transformation initiated by those platforms led to the need to resort increasingly to paid publications. As a result, the strategic presence inspired by public relations gives way to a tactical approach related to advertising and direct marketing, raising ethical issues about the exploitation of users’ data.