Gone are the days when media monitoring output landed with a satisfying thud on a client’s or boss’s desk in a vast clipping folder, often packed with dozens of extra pages.
Image provided. Media monitoring is more important than ever, says Joe Hamann, founder and director of KnowGoop.
Today, media monitoring is more important than ever as companies seek to find ways to demonstrate that coverage equates to capital, revenues and earnings, and to stay above the reputational risks of fake news.
Media monitoring trends
There are four major trends for media monitoring in the coming year.
- Social networks are on the rise.
- Technology will rise
- Fake news flourishes
- Crisis mode will be SOP.
Social media is where most human conversations take place today – and the insights you gain from listening to these conversations can give you valuable pointers on how to better meet your customers’ needs and stay on top of trends. We’ve seen a huge increase in clients demanding a high level of social media monitoring with interest in channels like TikTok.
We’re also seeing rapid advances in the way the industry and its clients measure return on investment (ROI), identify brand advocates and influencers, and analyze trends and keywords for content creation and search engine optimization (SEO).
The technology is here – and every agency and client should use it. Your media monitoring provider already uses data-driven technology to automatically pick up tags and sentiment, leaving you to apply insights and improve your strategy accordingly.
There are also many technology tools – like mobile apps that can help you stay on top of a list of companies in real time – to reach your audience and measure the impact and cost of your efforts. Use them wisely and watch your influence in the organization grow.
As we’ve seen with certain channels and platforms, it’s impossible to know what people will do or say next – and the results are generally not good for brands. Misinformation can seriously damage brands, so it’s important to be able to monitor the Internet when it comes to brand mentions.
You can’t control what people say, but you can certainly address potential problems or crises – and manage your own narrative – more effectively if you’re in the conversation. In a world where one person’s tweet or bad experience can be picked up by mainstream news outlets, media monitoring is your friend.
For the past two years, we seem to be operating in a state of permanent crisis. The problem is, very few companies are prepared when a crisis hits. As anyone who’s been in trouble will tell you, your most valuable assets when you’re in the eye of the storm are time and information.
The more you know about the crisis and prepare a meaningful response, the better. And you don’t have many opportunities to fix the problem: a wide range of stakeholders are watching your every move, and waiting to see if your actions match your words.
That’s where media monitoring comes into its own.
You want to know exactly who is saying what about you and on which platforms. Gauge tells you the main topics of discussion; which stakeholders are driving the narrative; And critically, how your audience is responding. This will help you stay on top of any shift in the narrative and give you the insight you need to decide on your next steps.