Tuesday 24 April 2018

A Day in the Life: Kyle, SAE, Measurement & Analytics

This post was originally published on edelman.com.

Name: Kyle Brown

What is your title/practice? Senior Account Executive – Measurement Analytics

How many people are in your office? Around 120 in the Toronto office

In 140 characters, what does your job entail? I evaluate how content contributes to community engagement, how paid content promotion on Facebook/Twitter amplifies these efforts, and how social audiences build awareness/drive results for broader campaigns.

How do you commute to work in the morning? Streetcar – Subway – Walk through a Starbucks (disclaimer: client)

What might you find yourself doing around 10 a.m. on a regular work day? Knee deep in data export spreadsheets on the left monitor, summarizing in a PowerPoint on the right.

What are your top two sources of news and how often do you check them? Hard to pick two!  I’m in and out of industry sites daily via Twitter – SvbtleAll Things DThe Next WebGiga OMMashableTech CrunchAd Age, etc.

Which social platform do you use most often? Twitter

What do you like best about your job? Studying the evolution of social behavior

How do you think the PR trends in your region differ from other regions? I work in digital measurement on an account in Latin America, so I can speak more to digital trends than Public Relations. Generally, I would say that lifestyle and social behavior are much more mobile and decentralized, with a stronger public sphere. People in Latin America seem much less alienated from one another than in North America, so social media is perceived more as an extension of the existing lifestyle than a “game-changer” that is drastically changing the dynamic of social interaction or general culture. The norms of North American behavior are not universal truths.

What’s one thing you wish you knew as a recent college graduate? I got into marketing/PR as an MC for an event marketing agency without much perspective on the industry, so I wish I’d known more about the agency ecosystem and the career options that were available to me as a social science grad.

What’s your favorite part about the Edelman culture? That it’s a big agency with a small agency feel – so many ways to connect with colleagues!

How do you feel that the work you’re doing in PR will #ImpactTomorrow? The insights we produce through measurement and analytics informs decision making for future campaigns by helping us better understand the people we’re trying to reach with our content. Not only does this determine the communication strategy for future campaigns – if incorporated early enough, it also has significant influence on the design of the content itself. This research-informed approach will evolve branded content in a way that will reach a larger audience in a more meaningful way.

Image credit: detsang

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