Why you should be using media monitoring

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Since the internet is a source of information covering any and all topics, as well as home to countless social media channels, gathering the data can be one of the essential steps to success. Data-driven approach to growth is currently taking the world by storm. Such an approach helps companies with getting tons of insights about the market and their business’s performance.

Nowadays, competition among businesses is fiercer than ever, as new startups emerge constantly. For this reason, management has to use up all of the aces up their sleeves to make sure that they’re not left behind. One of such tricks is media monitoring.

What is media monitoring?

While the practice of media monitoring goes well beyond the digital world, it’s going to be the main focal point of this article. Using software to scour through mentions is the best way of acquiring insights and data. Imagine going newspaper by newspaper or TV programme by TV programme looking for your name. Not to mention writing it all down, and then analysing it. This method is outdated, as there are far better ways of practising media monitoring, namely through the use of tools.

Now, media monitoring is all about listening to the right things and sources. A fair bit of the mentions will come from social media. These are mostly posts written by your regular customers, and I think that they’re the most valuable. Next up, there is media coverage. Looking up what the bloggers’ or the press’s opinion on your business is can prove to be useful. And that’s basically it. 

How to use media monitoring to your advantage?

There are a couple of ways of doing that, and to maximise the potential, I’d advise you to use all of these methods.

Your company

Setting up the software to track the mentions of your brand is probably the most plain, although it brings the most benefits. Make sure to include all of the possible spellings of either your name or your brand so that you won’t miss anything. 

One of the senior associates at LVBet, Andrew Martins, says that media monitoring has been their go-to method: “We’ve been using media monitoring for a few years now, and the insights we’ve gathered both from tracking our brand and our competitors have proven to be vital for our marketing processes.”

Competition

Monitoring your competitors can prove to be tremendously useful in terms of devising your own plan for marketing and digital PR. If they use a particular tactic, the chances are that it simply works.

Industry

Keeping an eye on your industry’s most popular hashtags and topics can get you the information about the newest trends and hot topics. Acting upon that and joining the discussions can improve your brand awareness, as well as help establish you as an expert and find prominent influencers.

What are the benefits?

PR crisis mitigation

The fact that you’re instantly notified of any sudden changes in the sentiment of your tracked keywords lets you react to any crises instantly. Quick response to any blunders can cushion any possible damage that could be caused by whatever has happened. Remember, the quicker you react, the better the chance of nipping the issue in the bud.