Identify trends, keep an eye on competitors and protect your reputation by tracking what publications are saying about issues that matter to you. Then you are perfectly equipped for your corporate communication.
Base strategic decisions on media monitoring
Sharing information from media monitoring and analytics within your organization enables you to take the right strategic decisions based on valid market data. A structured procedure delivers valuable market intelligence for a number of areas of activity including:
A well-structured media monitoring program is not just a stocktaking exercise. It performs continuous updates so that developments are tracked in real time. This means that corporate decisions are always based on the latest facts and figures. Ongoing monitoring of media reports enables companies and organizations to take action if comments are moving in the wrong direction.
Reasons for media monitoring
Reports on your brand
Identify trends and developments
Monitor and analyse user-generated content
The competition’s marketing activities
Measure the success of campaigns
The press review is the classic way to watch the media. Previously, with the help of scissors and glue, painstakingly created early in the morning, a press review can now be automated and distributed in digital form to the relevant target group.
Marketing Management with Media Monitoring
Media monitoring will quickly tell you whether your marketing campaigns are bearing fruit. For example, you can find out how your new advertising campaign resonates with the media or how your new corporate design is being received. You can then take action in real time if the required results are not being achieved or if a campaign is not developing as intended. If there is positive feedback, you can also pick up on this and use your response to amplify it.
When marketing teams come up with ideas for content marketing, topics that are not relevant to the target group must not be allowed to find their way into the editorial plan. Media monitoring delivers intelligence on what animates the target group and supplies inspiration and ideas for new marketing themes.
Media monitoring thus both supports ongoing campaigns and provides inspiration for marketing.
Brand Management with Media Monitoring
How is my brand positioned in the market? What is the brand’s image? How frequently does the brand feature in reports? Who reports on it? What is the tone like?
These are all key questions in brand management: they are crucial to the success and value of the brand. Strategic brand positioning and brand maintenance are important to sustain and enhance the brand’s value. Media monitoring in real time makes the success of the brand strategy visible and enables it to be analysed. If you keep a constant eye on developments, you can immediately counteract negative trends and amplify positive voices. The results of media monitoring are also an important element in comprehensive market, consumer and competition analytics.
Reputation Management with Media Monitoring
If an organization or brand builds up a good reputation, it is well-equipped for times of crisis. It is also important to draw up a crisis strategy in advance, so that it can be deployed immediately in an emergency: when an emergency strikes, it is hard to keep the cool head that is needed to prepare a good strategy.
To be in a position to respond promptly, for example if negative reports on your organization gain the upper hand, you must always keep an eye on the media landscape. For this you need a media monitoring tool that evaluates the tonality of the content: Are the reports, comments and discussion positive, neutral or negative? Then you can immediately recognize when the trend is tipping towards the negative and take action – ideally by implementing the crisis strategy you have already prepared.
Media analysis goes a step further than media monitoring. It involves analysing the observed data and drawing up recommendations for action. Media analysis starts with definition of the objective that will serve as a basis for the measurement of success. Qualitative evaluation of media reports delivers important intelligence for organizations.
Reasons for Media Analysis
Identify the strengths and weaknesses of PR and marketing
Identify influential authors
Evaluate the most important sources and media
Analysis of the organization’s image
Based on tonality analyses, the own share of voice and many other key figures, strategic approaches can be derived from the media analysis.
The purely quantitative analysis of media reports delivers initial insights and identifies trends. What is really interesting, though, is analysis of the tonality of the reports. Knowing what proportion of reports about your organization, a campaign or a competitor are positive, what proportion are negative and which are couched in neutral terms enables you to set benchmarks and measure success. A detailed tonality analysis also identifies which individuals, companies or issues are being mentioned. From this you can tell what has led to the positive, negative or neutral tone.
The intelligence delivered by the tonality analysis can answer the following questions:
- Is my marketing campaign getting positive resonance?
- Are my competitors getting more positive or more frequent reports than I am? If so, where and from whom?
- How satisfied are customers with my latest product?
Media Monitoring Sources
To ensure that you identify the media that are relevant to your market and your products and thus obtain comprehensive intelligence, thorough monitoring cover should all the various media types.
Channels with user-generated content such as blogs and mini-blogs
Such as newspapers and trade journals
Industry-related blogs and news platforms
The variety of sources highlights the complexity of thorough media monitoring. Many information from the mentioned media and publications can be found more or less easily in the free Internet . The challenge with pure online media monitoring, however, is to distinguish validly from less valid sources . In addition, more and more content to hide behind pay walls ( Paywalls ) , which can quickly become a costly ordeal the online media monitoring.
With a professional media monitoring service, you can quickly search through a variety of source types via a platform . This not only saves time in research. The cost structure also becomes more transparent as the fees for the licensed content are no longer assigned to many different information providers.
The media monitoring of print and online sources also enables the identification of media that are relevant for corporate communication. Influencer blogs or certain journals can turn out to be specialized media for a particular audience that can be targeted for marketing or PR purposes.
One of the features of a media monitoring and analysis program that is properly embedded in an organization’s culture is that information is quickly shared internally with the right stakeholders. Analyses performed by one department may contain important insights for people working in other parts of the organizations, although not for all.
- An analysis that reveals the need for strategic change should be shared with senior executives by the fastest and simplest route.
- Intelligence from social media monitoring may only be relevant to some people in the marketing department.
- An analysis of social media from the point of view of customer satisfaction is likely to interest customer service staff but be less useful to the finance department.
It is therefore a great advantage if functions embedded in the media monitoring service facilitate targeted sharing of information and analysis while also taking account of copyright, since this enables quick decisions to be taken without loss of time.
Visualization for easier information processing
The gathering of valid information is one of the benefits of successful media monitoring. However, data visualization is also essential in order to process the data quickly or present it to relevant target groups in vivid form. Diagrams enable the frequently complex links to be taken in at a glance.
Focus on relevant regions
What are the benefits of global media monitoring for a company that operates only in one region? Why should internationally active companies restrict themselves to media monitoring in Germany? Both scenarios are of limited usefulness. When choosing a media monitoring service, companies should therefore make sure that the results can be selected to focus on the regions and languages of interest to them. This minimizes “noise” and enables media monitors to concentrate on the content that is actually of importance.
Keeping on top of the flood of information
Media monitoring and analysis involves keeping on top of the flood of information that analysts are faced with every day. A tool that specializes in identifying organizations, products technologies and trends has quickly become popular. Organizations that use a media monitoring tool to respond to industry trends, identify negative market moods promptly (sentiment analysis), track competitors or measure their own online influence are often more successful in the market and also protect their corporate reputation.