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The explosion of digital media means it is very easy to become overloaded with content. If left unchecked, this can eat into more and more of the Communications team’s time and energy.
When it comes to media monitoring it is therefore vital to ask yourself what you consider to be relevant and important information. Do you need to see every last press clipping and Tweet about your brand or are you only concerned what trade press thinks? Is every mention, no matter how big or small, of equal importance?
Historically, media monitoring services would have dealt with many of these requirements at either a source level (by including/excluding certain publications) or at a keyword level (by including/excluding certain mentions).
As data analysis techniques become more sophisticated, there are smarter ways of ensuring relevance. These include tagging content by different areas of interest (department, product, issue, company-specific taxonomy); prioritising content by source influence and/or likely reader recall rate. Not only do these help you target just what you’re interested in, but equally these will significantly reduce the occurrence of the perennial monitoring bugbear – the missing press clipping.
Your media monitoring service should be invested in you getting this right so should advise clearly as to how you can best achieve your desired outcomes. Lean on them to ensure your solution is fit for purpose – this isn’t your job!
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