Infographic: 8 tips for the best media monitoring results
Media monitoring is an indispensable part of our digital age. It brings out a wealth of valuable data. But how do you really get the best results for your organization? With these 8 tips you become an expert in this field and you develop the recipe for measuring and increasing effective communication!
1. Determine the goal and associated KPIs
Media monitoring contributes in many areas to more knowledge of your organisation within the market. Define clear objectives regarding to monitoring, so that you can make sure that you attract the right information to you.
For example, measure the effect of a campaign by looking at volume and sentiment around your brand in combination with the campaign. People like to express their opinion online. Analyze these messages and adjust your campaign where necessary. Use the free feedback to improve future campaigns. Other goals may include: mapping your online reputation or a crisis situation, an analysis of your online customer service or a benchmark survey in which you compare your products, services or your brand to competitors.
2. Only the best monitoring software is good enough
Only by getting a clear overview of all the news coverage around your organization, you are able to take steps. It is impossible to keep an independent eye on all messages via social media channels, blogs, forums and offline media all day long. Make sure you choose a tool that meets your wishes and requirements. For example, a tool that allows you to monitor online and offline channels, share online reports and use smart alerts for important topics or stakeholders.
3. Ensure internal support within your organisation
“Better safe than sorry” is for many organizations the motto and often the reason to be cautious with the use of social media. But monitoring not only contributes to the benchmarking of your organization, it also gives you the opportunity to collect feedback, monitor campaigns and analyze customer service. Take the management into account in which insights social media provide for your organization. Make sure you have a good report and use a narrowcasting screen to show in real time what is happening on social media.
Monitoring tools, such as the OBI Brand Monitor, offer the possibility to get graphs of volumes and reach of the messages, but also enables sentiment analysis, stakeholder monitoring and extensive reporting and narrowcasting. In this way you are always aware of what is going on online around your organization. These insights form the basis of strategies for marketing, sales, product development and service.
4. Anticipate a crisis situation in time and prevent reputational damage
In a world where situations can get out of hand in no time, it is good to stay informed of what’s going on at all times and everywhere. In a crisis, social media are an important source of information. Both your own social media accounts and all the information that is posted provide insight into the development of the crisis.
Set up alerts within your monitoring software that inform you of a sudden increase in volume. Also use narrowcasting to monitor the progress of the crisis in real time and to show it to colleagues and/or management. Adjust the spokesmanship on the basis of the insights gained, for example by identifying which journalists influence the crisis and proactively approaching them when making a statement from within the organisation.
5. Take advantage of all opportunities of monitoring
Social media are no longer only suitable for branding. The web is full of potential customers who are looking for the right interpretation of their needs. Use the signals on social media for sales, marketing and service. Use the right searches to signal the buying intention of potential customers, adjust your marketing message to relevant wishes and popular topics and offer the best service by being informed in time of questions and complaints.
6. Develop the right skill set
The media are always on. This means that media monitoring has long since ceased to be something you ‘take a moment to do’. Provide people with the right skills and knowledge who can help you further or have analyses carried out by a specialised team. Link the objectives of social media monitoring to company objectives and ensure a planned operation. But also make sure your team is flexible enough to anticipate to unexpected developments.
7. Don’t limit yourself to online messages
Don’t limit yourself to analyzing online messages, such as social media messages or messages on websites, blogs and forums. Also make sure you complement with radio, TV and print media, so you get a 360 degree view of your organization and all the reporting around it. This gives you extra insights regarding to PR and provides guidance within your communication strategies.
8. Monitoring is more than figures and graphs
Monitoring goes further than just figures and graphs. The purpose of monitoring should be to determine the ‘so what’ behind the figures. So don’t stop at printing out graphs and figures, but make sure that you are also aware of the action-oriented insights with the help of a data analyst.
By looking at historical data around your organization, you will be able to map trends and developments. For example: how has your brand reputation changed online after a crisis or what are the most important messages and themes that influence this reputation? Compare the insights per year, quarter or month and adjust where necessary, for example by focusing your own communication on important themes.