Media Monitoring & Analytics

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.

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.

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?

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 client or 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 and efforts.

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.