5 social media monitoring questions with Liesbeth Aarssen (EY)
Every month, I ask an expert in the field of communication and reputation management 5 questions about (social) media monitoring (SMM). This month: Liesbeth Aarssen, PR-manager at EY.
1. How do you internally demonstrate the added value of your media monitoring to your organization? What possibilities do you explore?
‘’We use monitoring in different ways: every morning a group of internal stakeholders receive a mail alert in which an online and offline reporting of EY has been included. That is how we can signal important issues in an early stadium and act on the situation.’’
‘’Relevant articles are shared internally with the board of directors, the department of legal affairs and the communication department. Aside of this, we keep up with the media buzz of important subjects, events, researches and campaigns within the tool. We adjust whenever possible.’’
‘’The added value is proven internally in the making of internal stakeholder lists with important figures. This is carried out to make certain examples and competitors visible in place. It is very important to us to be up to date to what these people send or what this group of people discusses.’’
‘’it is not only about one’s brand or field. We direct ourselves to several sectors to gain insights on the issues and developments within.’’
2. To what extent does SMM play a role in determining the (communication strategy) of the organization?
‘’To EY, the most important part in monitoring is following certain themes. We use media monitoring to follow a few themes: ‘’What is being said about this theme, by whom, when and where?’’
‘’It is not only about one’s brand or field. We direct ourselves to several sectors to gain insights on the issues and developments within. In this way we use a tool to not only watch our brand monitoring, but also to put the next step and watch the field and society up close. What happens in the society can both change or improve the reputation. The results from the tool is used to play in on such matters.’’
3. Could you name a case in which (social) media monitoring and analysis has been helpful or indispensable?
‘’Every year we organize the election ‘’EY Entrepreneur of the Year’’. With this price we put entrepreneurship in the spotlights. During this competition we monitor all articles and messages that show on the competition and candidates.’’
‘’by making a report at the beginning of the competition, we can monitor real time in the reporting moment. The project group can monitor by itself as well after we have completed the report for them. Real time monitoring gives us the possibility to signal important messaging and in case necessarily to react at the same moment. ‘’
‘’ Use media monitoring to gain insight in the online visibility of your co-workers on social media.’’
4. What insights would you like to receive in the future with the help of SMM?
‘’One day I would really like to demonstrate in a visual way where we are with a certain subject, research and theme in the media with media monitoring.’’
‘’The print screens of newspaper cutouts, online articles, stakeholder reporting, social media messaging are more telling than only a flat text of the article or message.’’
5. Which tip do you have for everyone who would like to take media monitoring to a higher level?
‘’Use media monitoring to gain insight in the online visibility of your co-workers on social media.’’ In this way it becomes clear who is an online ambassador and where the chances are. This stimulates employees to make themselves online visible and to play in on their ambassador role. That is how you make brand workers out of co-workers.’’