Companies that utilize a media monitoring and measurement service have access to important data to drive sales, engage customers and build brand awareness. Knowing how to deploy that data is just as important as choosing the media monitoring service that supplies it.
Most businesses — especially those with a regional or national market footprint — rely on subscription-based media monitoring services to save time and money and deliver better, faster results. Not all businesses leverage the benefits these services offer. The following 3-step agenda will help assure your business monitors, analyzes and implements data correctly to take full advantage of media monitoring’s capabilities.
Step 1: Consult the experts
The first step to accruing the long-term benefits of a subscription-based media monitoring service: work with the service’s experts to develop keyword queries, learn the features and functions of the service’s online clip archive (“dashboard”), and establish other key functions like email scheduling. Businesses get better results from media monitoring when they invest time up-front to learn and optimize the system.
Develop keyword queries. Successful media monitoring starts with developing the appropriate search queries to aggregate all relevant news articles and social media conversations. Media monitoring services are experts in crafting keyword queries to meet customer needs and requirements. They are especially adept at fashioning complex Boolean queries.
Boolean search allows users to combine keywords with operators such as AND, NOT and OR to produce more relevant results. These operations are what differentiate the telecommunications company “Orange” from search results about colors, fruits, cities, football bowl games, and frozen drinks that share the same name.
CyberAlert and other subscriptions services also use regular expressions (REX) to achieve more accurate results by specifying capitalization, proximity and frequency of keywords, and other parameters.
Your media monitoring service can help you decide which terms and phrases to add to your query list that will deliver the most accurate media monitoring results and the best market insight.
Learn the dashboard. Subscription-based services offer a platform or “dashboard” equipped with filter, search and measurement features. While most services’ dashboards are user-friendly, it helps to learn all its capabilities so you can quickly make decisions when the time comes.
Take advantage of the demos offered by the supplier, and invite managers from other departments to take part in training. Subscription-based services often provide access to multiple users, and companies can accomplish initiatives more quickly and effectively when multiple staff members are trained to use the dashboard effectively.
Schedule email alerts. Daily email alerts delivered before the start of every business day satisfy most organizations’ needs. However, some companies choose to receive up-to-the-minute email alerts — especially during times of crisis.
Ask your media monitoring service which delivery schedule they recommend that best meets your organization’s goals. Your organization might choose to receive alerts multiple times per day at specified times.
Step 2: Utilize monitoring insights
Through media monitoring, your organization can gather timely intelligence and share that knowledge to deliver company-wide benefits.
Step 3: Measure insights for ongoing improvement
With subscription-based solutions, organizations can create customizable reports and charts to present to key executives and make more informed decisions. These reports offer a 360o-view of all your PR and marketing efforts and evaluate how effective each effort was in meeting its goals.
Most services offer in-depth reporting and charting. CyberAlert, for example, includes over 35 quantitative charts (e.g. reach, opportunities to see) and 40 qualitative charts (e.g. sentiment, prominence, messages, spokespersons), and most all charts may be customized to specific client needs.
Each media monitoring service supplies different tools and measurement capabilities, but below are some examples of reports and the value they deliver:
What media mentions your organization, products and competitors?
The chart below is a simple one offered by most media monitoring services – a pie chart displaying the types of media that covers your organization’s keywords. Knowledge of such coverage identifies where your organization and its competitors are most active, and can help improve message targeting and highlight areas of opportunity for the organization.
For example, if the chart shows your competitors receive a significant amount of TV and radio coverage and limited coverage from your organization, you may want to consider expanding into those media to stay competitive.
How does your sentiment compare to your competition?
While sentiment analysis certainly paints a picture of a brand’s public perception, it’s also a relative metric. For example, 25 percent negative brand sentiment may seem satisfactory, but if your competitors’ mentions are only 10 to 15 percent negative, you may want to bolster your customer service and PR efforts.
Organizations should use sentiment analysis not only for their own brand, but as a yardstick to benchmark how they’re faring in the market. Subscription-based media monitoring services allow brands to filter keyword mentions into lists so they can easily create charts that compare their sentiment to another brand’s.
How has a recent campaign affected brand awareness?
A campaign doesn’t end when it’s published or sent to constituents. Measuring the effectiveness of that campaign is a crucial part of PR and marketing to gauge public reaction, point out weaknesses or assess if the campaign hit the target audience.
PR can easily track a press release in their dashboard by measuring the number of clips generated over the past week (or whatever time period they prefer). If they want to delve further into metrics, services like CyberAlert provide clients with tools to measure the number of clips by the type of media that covered them and locale or geography. For example, an organization could determine specifically how much print coverage a release received — and, if they choose, they can compare that coverage to the mentions in online news and/or broadcast news.
Organizations can use media monitoring and measure for a number of different operations and initiatives. There’s no “one-size-fits-all” approach to choosing media to monitor or how to measure the results, which is why it’s important for a company to invest time in advance to learn their service’s complete capabilities.