Public relations professionals need to keep pace with this fast-evolving environment. The challenge is dealing every day with two huge data explosions: the expanding universe of ‘digital influencers’ and the massive volume of social media conversations and real-time mentions that concern your brand, industry and competition. Digital influencers have grown 30-fold in less than two years. A crucial difference with traditional media is the need for engagement. The sheer volume of mentions requires brands to prioritise: find out who matters, determine what they’re saying, how it sways others and how best to engage with them. Balancing the emotional (dialogue) with the rational (measurement of influence) is the key.