AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.
Today, every brand is a global brand, intentionally or not. Customers from every corner of the world can access your content, interact with your customers and add their voice to the conversation about your brand. This means your company is global the moment you have an online presence. In terms of the spread of information, international boundaries are becoming less relevant and language is less of a barrier. Should your brand commit to monitoring and managing global PR coverage?
In 2013, nine of the top 10 internet properties were based in the U.S. and 79% of their users were from outside the US. Today, just six of the top 10 properties are based in the U.S. and 86% of their users are from elsewhere. That’s a very significant shift and there’s no sign that the growth of the international community of internet users is slowing. In fact, 73% of internet users speak a language other than English. Even people who do speak English, may very well conduct keyword searches in another language. According to Green Light Digital, 76% of people search in two or more languages.
How Global Monitoring Pays Off
Monitoring for global PR coverage of your brand, competitors and industry has several advantages.
- Reputation Management – Given the huge increase in non-English content, networks and conversations, you want to be aware of reputation impacting information about your brand in any language. If the global community is talking about your company or the one you represent, you don’t want to be the last to know.
- Opportunity Discovery – Expanding into global markets is easier than ever. Global media monitoring can help you identify opportunities to promote your organization in different languages or parts of the world. In addition to finding specific media outlets and journalists that might offer opportunities for coverage, you might find conversations that indicate there is a need for your products in an unexpected place.
- Competitive Intelligence – You may find that your competitors are having success in surprising markets or with audiences who don’t speak English. This insight can help drive your global expansion strategy as you could decide to attack your competitors where they are strong or choose an untapped market.
- Industry Insight – Depending on your industry, you may find that events or trends that start elsewhere have a big impact on what happens here at home. Being able to speak to the bigger industry picture can help strengthen your pitches to domestic and foreign media alike.
Even if you do not have a global PR strategy and do not intent to market outside of the United States, global PR coverage monitoring can help you stay on top of what is being said about your brand and industry. Given the growth of the global audience, international coverage monitoring will soon become standard for PR professionals and agencies.