Media monitoring involves two stages. First is constantly reading, watching, and/or listening to editorial contents of various media sources. Second is identifying, saving, and analyzing these contents. The latter comes with the highly used keywords and topics.
Simply put, media monitoring is like a less sophisticated but equally complex version of the God’s eye program featured in the movie Furious 7. It is a tool to identify who mentions and for what reason. It finds out how many mentions. It determines how often a brand, name or product is mentioned on the internet. It is a tool to track the success and failure of a campaign. It also monitors areas for improvements. Media monitoring is used by public relations. Marketingand competitive intelligence agencies use it. Authors and celebrities use it too.
Other areas where media monitoring is utilized
Aside from the obvious uses, it is further utilized to:
- search for information about business competitors and other relevant information about the market.
- analyze and evaluate competitors.
- manage, improve, and popularize corporate or brand reputation.
- collect industry intelligence.
- understand the strengths and weaknesses of marketing and corporate communications.
- discover new and untapped business opportunities.
Yes, there are a lot of things involved in media monitoring. Like the God’s eye program, it can see through different channels. It can collect the necessary data for a business or an individual.
State of media monitoring today
Before, it is done through the old-fashioned print-based press clipping. Human readers go through piles and piles of printed article to search for any mentions. Media monitoring in large corporations was once performed by an in-house monitoring department.
Today, the rise to fame and continuous development of the World Wide Web changed its landscape. There are now a lot of businesses which offer online media monitoring services. They tap not only print media but also social media. They track various social media websites. This includes Facebook, Twitter and Instagram. They search for mentions and buzz about companies, brands, products, and persons. Some governments even employ the services of media monitoring companies. They then track trending political and economic issues.
These service providers use specialized software called spiders, robots or bots on high-powered computers. This software compiles news, editorial content, anything of relevance under the web. Basically, here are basic steps software undertakes to monitor media:
- Compile any information relevant to the client, their products, and brand.
- Index every word in the articles or posts collected.
- Identify new articles or posts bearing similar relevant keywords or phrases.
- Automatically clip them and deliver to client along with its analysis.
Although this media monitoring process has 4 steps, using software is still faster than traditional press clipping method.
How to conduct holistic media monitoring
Will you be employing the services of an online service provider or you are doing it yourself? It is important that, at the end of the day, you have comprehensively monitored as much media as necessary. To do this, you have to analyze your communications. Monitor in real-time.
- Analyze before jumping into the water.
Determine what you need and should analyze before actually setting off the software to do the trick. Here are some of the points you have to consider to analyze your needs:
- Track success and failures of your communications and marketing.
- Evaluate key messages associated with your name or product.
- Evaluate competitors as well.
- Monitor number of audiences or patrons of particular name or product.
After analyzing your status, create a benchmark for your product or brand. This keeps track and easily compare your success or areas of improvements in the future.
- Monitor in real-time.
The world is in a very fast-paced environment. The internet connects everyone, everywhere in real-time. Just take a look at your mobile apps. Facebook, Twitter, Instagram, WordPress. All these allow real-time sharing and posting. Does your media monitoring wait for the end of the day? You might miss out on a lot of information that surfaces during the day. Moreover, should you have areas of improvement; you will be able to act on it as soon as possible. No time is wasted with a real-time media monitoring.