Media monitoring is the process of tracking mentions, reviews or opinions that are being circulated about a particular business, product, service or brand online. It involves regular tracking and analysis of owned media (brand's blog, website, social media handles), earned media (mentions in news/online publications/blogs) and also shared channels such as forums or review sites.
Businesses that engage in active media monitoring gain insights into what customers are saying about their products/services in real-time, identify areas for improvement within their company processes/products,and improve overall customer relationship management.
Why Is Media Monitoring Important?
- Social Media Monitoring Tools: Social media platforms have changed the way people communicate with each other and brands cannot ignore this fact.Investing in social listening tools helps businesses monitor conversations taking place around specific topics,trending hashtags & measuring campaign success.
- Online Reputation Management : With digital presence growing rapidly for all kinds of companies,it has become easier than ever before to damage someone’s reputation online.It is important to know who is speaking up about your brand at any given moment .Media monitoring empowers brands towards response strategies if they find negative comments floating on different websites.
- Brand Mentions Tracking: Keeping tabs on where your brand shows up,and how it's mentioned can offer actionable insights into consumer behavior.To ensure maximum customer satisfaction ,brands should track reach across multiple touchpoints by collecting data from various sources like Twitter,sponsored posts on LinkedIn etc.,
- Sentiment Analysis Metrics : Identifying sentiments expressed towards a brand/product using natural language processing (NLP) technology provides valuable input to enhance communication efforts with target audiences.Automated sentiment analysis assigns feeling/emotion indicators positive/negative based off whether certain words appear within text
- Competitor Analysis: Understanding not just your own performance but benchmarking against competitors adds insight for achieving goals.Preparing yourself with a response strategy to industry trends, helps set the pace and performance for your brand.
Conclusion
Media monitoring allows businesses to take control of their online presence while building strong relationships with customers. Keeping an eye on what is being said about you online warrants only constant improvement.Awareness of organization's overall reputation enables them to react sensitively towards any negative publicity,on social media or other channels.Hence,it's important that companies prioritize utilizing available resources like sentiment analysis metrics & competitor analysis tactics,to suitably develop their own unique media monitoring strategies.
References
- Mrinalini Ingram , Essential Guide To Media Monitoring Ebook
- Bob Pearson, Pre-Commerce: How Companies and Customers are Transforming Business Together
- Samanthe Beck , Brand Builders: Reputation Management through Social Media Analytics
- Sean Flynn , Digital Marketing Tools 101:A Comprehensive Toolkit to Grow Your Small Business
- Cindy King , Visual Content Marketing With Tons Of Tips And Tricks : Idea Starters E-book
