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Well here’s my biggest bug bear! Three letters that should be a four-letter word. AVE. The industry yells “Death to AVE” and then without skipping a beat, they ask “Where’s my AVE report?” A legacy of bean-counting that is based on a completely flawed measurement technique is the fundamental for the PR industry in South Africa.
I have several problems with the AVE, for example:
The world has moved away from AVE but South Africa holds on by its teeth.
The online system uses an algorithm, which is about 85% accurate. This works great on big data, as it assesses content in terms of sentiment perceptions. The downside to automated sentiment is that it cannot distinguish between sarcasm, and sometimes it refers to the sentiment of the article instead of a particular brand mentioned. Humans will always be needed to attribute accurate sentiment.
Being able to tap into public information made up of content from the social stream creates a direct connection to the minds of your customers.
Keeping an eye on big content, can enable a brand of company to:
Very insightful indeed! Don’t miss part three, and the final chapter of this series, for insight into the biggest trends in PR and media monitoring, and more from Tonya. (Refer to part one of the series below.)