Media Monitoring: the Complete Guide
There’s nothing new about the concept of media monitoring. Since written newssheets were first produced in 16th century Italy, people have competed to be the first in the know. The earliest clippings services emerged in London in 1852, in response to artists’ demand to read their own reviews. L’Argus de la presse, founded in Paris by Alfred Cherie three decades later, made an industry out of locating newspaper mentions for clients.
Since those days, organisations from businesses and governments to charities have embraced the idea. They use media monitoring to understand what their customers, constituents and donors – past, present and future – think about them. The principle being, if you know what’s being said you can join, and influence, the conversation.
The 21st century has birthed an altogether more sophisticated approach than those early scrap books full of cuttings. Media monitoring software can now deliver a holistic view of media mentions, encompassing artificial intelligence, machine learning and even sentiment and image analysis. All of which makes for a service companies can use to enhance, or defend, their brand reputation.
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