Infographic: 8 tips for the best media monitoring results
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Media monitoring is an indispensable part of our digital age. It brings out a wealth of valuable insights into your target audience, competitors, stakeholders, industry as well as your marketing and PR campaigns. But how do you really achieve the best results for your organisation? With these 8 tips you become a true media monitoring expert and you develop the recipe for measuring and increasing your companies reputation!
1. Determine the goal and associated KPIs
Media monitoring helps you gain a deeper understanding of your organisation within the market. To ensure that you collect the right data and information, it’s important to define clear objectives when you start out. .
For example, do you want to find out how well a specific campaign performs? Then measure the effect of that campaign by looking at the volume and sentiment of messages that are posted around your brand in combination with the campaign. People like to express their opinion online on social networks, in fora and blogs. A media monitoring tool helps you find all relevant messages so that you can analyze them and adjust your campaign where necessary. Other objectives for media monitoring could be: 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 make the right decisions when it comes to your communication strategy. It is impossible to keep an eye on all messages relevant to your organisation via social media channels, blogs, forums and offline media all day long. To make your work easier and more efficient, make sure you choose a media monitoring tool that meets your wishes and requirements. For example, a tool that allows you to monitor both, online and offline channels, to easily create and share online reports and to set up smart alerts for important topics or stakeholders.
3. Ensure internal support within your organisation
Many organizations are cautious when it comes to social media as things can go out of hand quickly and before you know it a “social shitstorm” comes your way. But media monitoring not only contributes to crisis management within your organization, it also gives you the opportunity to collect feedback, monitor campaigns and analyze customer service.. Share the most important insights with your management and demonstrate how valuable the collected data is. With easy to understand reports and narrowcasting you can 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 with media monitoring
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. For additional information, check out our latest blog on “The importance of media monitoring in crisis communication”.
5. Take advantage of all opportunities of media monitoring
Social media are no longer only suitable for branding and engagement. The web is full of potential customers who are looking for the right solution to their needs.. Use the signals on social media for sales, marketing and service. By adding the right search queries to your media monitoring tool you are able to signal the buying intention of potential customers. For more info on how to use media monitoring for lead generation, read this blog.
Furthermore you can gain insights on how to adjust your marketing message to relevant wishes and popular topics. Also, by identifying questions and complaints that are not posted directly on your own social accounts, you can proactively offer support and increase customer happiness.
6. Develop the right skill set
The media are always on. This means that media monitoring is more than a task that you just just do on the side every now and then. Best practice is to have someone within the marketing and communication team responsible for it, as you can for example see in the case of the Medical Centre in Leeuwarden. . You needpeople 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 media monitoring 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 your reports with radio, TV and print media, so you get a 360 degree view of your organization in the media. This gives you extra insights with regardto 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. For more info on how to get from output to insight, read this blog.