With the emergence of new celebrities, products, companies and brands alongside the existing ones it is extremely important to monitor the media to understand how widely and how much your brand, your company or product is talked about. The insights you get from media monitoring help understand your customer behavior. This, first of all, requires listening, which is often not properly practiced today. In media monitoring, “listening” is expressed by tracking what’s said or written about you.
Media monitoring is not a temporary process; it should be done on a continuing basis in order to get the most out of it. Ongoing media monitoring is essential for PR and marketing. It also plays a pivotal role for competitive intelligence.
The two basic steps of media monitoring process include:
- Listening to, watching or reading news release placements;
- Identifying and analyzing the content with certain keywords or topics.
Types of media monitoring
The answer to the question “what to monitor?” brings to the forefront the various types of media monitoring. They are:
- Print media (newspapers, consumer magazines, journals) monitoring;
- TV news monitoring or broadcast media monitoring;
- Radio news monitoring;
- Online news monitoring;
- Social media monitoring.
Online news monitoring
Presently we have Internet and almost all forms of media are today available online. This paved the way for online media monitoring, which grants the opportunity to monitor all news publications in all countries. In a nutshell, media monitoring should be every company’s long-term corporate strategy, since with media monitoring tools, such as Rumors Monitoring, customers will know what’s what, monitor the competition, manage possible or current crises, maintain and enhance brand reputation, etc.
Do you think yourself to be a detail-oriented person? Trust me there are cases when machines, technologies and software trump human capabilities. The special monitoring software detects way more clips (articles containing a keyword) than human readers. Another pro of using special software is that it saves much time.
Rumors Monitoring 