Nowadays, individuals and companies are exposed to a constant an overwhelming morass of information. In view of this, how do we hope to generate some kind of information? The challenge for communicators goes beyond developing information; they must aim to create knowledge in order to achieve credible and long term positioning for companies.

In this context, taking into account that worldwide 98 % of data is stored digitally, the emergence of Big Data is logical. Today, it is not only incorporated into business management, but in other disciplines such as communications. Communicators must be aware of the opportunities that this tool provides for their professional practice.

Companies generate a large amount of information every day, both from within the business or from external interactions with stakeholders. If companies are able to interpret this data from a communications perspective, this may allow them to be more flexible and to better adapt to the needs of their stakeholders.

The narrative of the companies must be able to adapt to the reality that is reflected in this amount of information. Big Data also allows maximizing the personalization of communications and segmenting target audiences. Besides, internally, the data collected from employee interaction tools and channels can help to adjust its internal communications and messages.

Once the data is extracted and selected, the uses that can be given to it are endless. But applying Big Data to corporate communications strategies entails some issues that have to be taken into account. One example is the privacy issue. Data collection and the use made of it is still a matter to be resolved. Some experts have stressed the need of specifying the purpose of this collection, limiting it and making this process more transparent. Besides, it is essential for professionals to have the right technological tools that allow them to analyze large data volumes and present them intelligently.

Using Big Data to improve the positioning of a company and to differentiate it from its competitors is a great strategy to achieve a competitive advantage. Communicators need to be able to manage their exposure to the large volume of information and turn it into useful knowledge. The challenge is great, but the communications industry has the ability to deal with it.

Sergio Cortés, Partner of LLORENTE & CUENCA and Founder and Chairman of CINK

Eva Pedrol, Manager at LLORENTE & CUENCA Barcelona