Media Monitoring: Need for Speed and Influencer alerting
Real-time media monitoring alerts have become a staple of Communications’ crisis tool kit, enabling the department to respond swiftly to any emerging issues before they escalate.
However, “real-time” has a very broad definition across media monitoring service providers. At alva, we tested a number of different real-time alerts and found that notifications took anywhere between 8 minutes and two hours to come through depending on the vendor. For companies facing an emerging crisis, this is a significant variance.
Like all media-monitoring, it is really important to consider what type of content should trigger a real-time notification. This avoids the risk of you and your team suddenly becoming overwhelmed by notifications and means that when they are triggered, they are taken seriously.
Use your monthly content volumes as a guide to this – anything more than 1,000 pieces of content is likely to be unmanageable for real-time alerting without greater filtering.
As always, consider what you intend to do with the alerts and what scenarios you can envisage occurring. Do you need alerting for all content about a specific issue? Just Twitter users with a certain Klout score? Or looking beyond this, are there specific MPs, journalists or bloggers that you’re interested in tracking?
If you can, give examples of stories that matter to you to your monitoring provider and let them configure the right analytics to ensure alerting relevance.
We have a white paper on best practices for media monitoring available here
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