AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.
Media Monitoring with a Purpose
The concept of media monitoring is nothing new. In fact, the first media monitoring service was established in London in 1852. It was primarily used by actors, artists and musicians to find critiques of their work in the only media available at the time, print. Of course, today, print represents only a fraction of media (and a shrinking one at that). Companies now use media monitoring services to keep track of what is being said about them, their competitors and their industry across countless online publications and social media networks. While many services are available for this task, they are not all the same. Here are a few important things to look for when selecting a media monitoring service.
Media Impact Analysis
The sheer amount of content available on the Internet can be overwhelming. As of this writing, there are an estimated 1.75 billion (that's billion a B) pages on the Internet and social media has overtaken porn as the number one activity on the web. No doubt some of this massive amount of content is about things that are important to your business. Some of it matters a lot, some of it matter not at all. How can you tell? Look for a media monitoring service that tells you not only what was said, but by whom and where. In order to understand the impact of any given mention, you must know details about the source including things like readership, publication tier and unique visitors. This will help you understand how much weight to give to each post or article and guide your reaction.
Actionable Media Dashboard
Beyond being alerted to particular items of interest, you'll want to measure and understand how well your brand is doing overall. For this, you'll want to select a media monitoring service that provides simple-to-use, custom media dashboards. The dashboard should include key metrics such as, top influencers, total mentions, top articles, mentions by geography and sentiment. It should also include information about "share of voice," a comparison of your coverage against that of your competitors.
Informative Reports and Alerts
Your media monitoring service should provide you with reports that include a qualitative and comprehensive media analysis. Look for solutions that include rich graphics that demonstrate key observations, themes and trends. The reports should be easy to share and should be designed to encourage feedback and comments from your team. Email alerts are also an easy way to keep on top of relevant news and ensure that you don't miss any critical mentions. The best media monitoring services put you in control of your alerts by letting you select what matters to you most and choose the time of day for delivery.
A great media monitoring service is a critical weapon in the arsenal of modern PR professionals and markers. Choosing one that excels in each of these areas will ensure that you are able to cut through the noise and focus on the content that can impact your business.