PR2.0

Integrated Reputation and Social Media Management Hub to Help Enterprises Manage Dispersed Online Public Information

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 Obiettivo del progetto (Objective)

'More and more companies are discovering the possibilities that social media sites such as Facebook and YouTube hold for maintaining a conversation with their customers, as well as keeping their brand(s) top-of-mind for the consumer in an extremely cost-effective way. The PR 2.0 proposal addresses the need for European SMEs to take advantage of the benefits of using social media to increase their competitiveness by offering an affordable, cost-effective centralised web tool for management of marketing campaigns using popular social media tools such as social networks and microblogging platforms. In addition, PR 2.0 will allow companies large and small to easily monitor user-generated content about their business or brands, allowing them to easily manage their online reputation, be alerted to possible public relations crises and take immediate actions. A cloud computing model for the exploitation of the project results will ensure that the PR2.0 project is accessible to SMEs and a user-centered user interface will ensure that the system is in line with their skill set and needs. Opinion Mining techniques and advanced web design and development methodologies and a user-centered design perspective will be used in this project with the aim of achieving the objective of developing a novel tool in a fast-paced, ever changing environment like social media and with a potential impact not only in the PR and marketing sector but in almost any business activity. The commercialisation of the PR2.0 tool will result in economic benefits for the consortium, savings and improvement of competitiveness for the PR 2.0 users, and, by the generation of training material and guidelines, the PR2.0 will also educate on and encourage the use of Web 2.0 tools among the European SMEs.'

Introduzione (Teaser)

Tracking and managing a company's online reputation requires resources many small and medium-sized enterprises (SMEs) do not possess or cannot afford. An EU-funded project has come up with a solution.

Descrizione progetto (Article)

Given the enormous value of 'goodwill' in the business world, companies have long been interested in monitoring and enhancing their reputations. Since the advent of the internet and social media platforms, such as Facebook and Twitter, this task has become increasingly complex.

Public relations (PR) and communication firms normally carry out the monitoring of the media profile of a given company, and create campaigns to bolster it. However, such services are often unaffordable to SMEs.

Using EU funding, the PR2.0 project set out to develop a software tool to enable SMEs to visualise and analyse data from social media, and to add intelligent analysis modules related to natural language-processing techniques.

The project members created a prototype software tool to analyse social media that adopts and adapts the latest semantic technologies and multi-agent architecture, all encased in a user-friendly interface. Among its numerous innovations, the PR2.0 technology includes an automated opinion extraction module.

PR2.0's prototype tool has proven to be useful in the analysis of Twitter and Facebook posts in English. The partners explored various promising commercialisation opportunities, including distribution of the PR2.0 solution, spin-off tools for other sectors and the integration of modules into other applications.

PR2.0 will have a profound impact on SMEs, enabling them to manage their own online reputations, as well as to launch, maintain and monitor social media campaigns.