Media monitoring has many applications but in essence, it’s listening in on what people have to say. In marketing, it’s a great way to learn what clients think of your brand (through mentions), what your competitors are up to or any other topic related to your brand. And it can be done via social listening (Facebook, Instagram, Twitter, etc.), web, online and offline publications, broadcast and radio monitoring.
But how exactly can you benefit from it?
When you keep your eyes and ears wide open and take in all the information circulating around your company, you can eventually polish the message you project to the customers. Use media monitoring to save time and money on campaigns, figure out whether specific tactics are successful and if they should be applied again. Adjust campaigns as they happen.
Find out about the latest developments, events, and trends, and benchmark your company’s performance against your competition. Media monitoring can reveal what’s on-demand and which topics within the industry are hot right now, but also helps you keep track of your competitors’ coverage.
Media monitoring is good for preventing and responding to crisis situations. At the same time, it significantly reduces response time, which is a great benefit all on its own.
Media monitoring helps you to build a strong brand by noticing the pitfalls in your communication strategy and overcoming them. It lets you narrow down the customers using specific criteria, find out what their first choice are, and build up successful campaigns that work best for your business needs.
Media monitoring helps evaluate which influencers have the most impact on your brand. Whether you decide to approach them for cooperation, or simply monitor what they say about your brand, you need data to pinpoint these influencers.
In perspective, it’s fantastic what media monitoring can give to your brand and you don’t have to do it manually. Media monitoring software automates huge chunks of this process so you can get factual data and improve the efficiency of your campaigns. There are a lot of ready solutions on the market, but there’s always the option to develop your own software tailored to the needs of your company.
Selecting a media monitoring service is all about choosing what’s right for your specific business objectives, such as increasing mentions or collecting data about competitors. For example, when LookSMI hired us to develop a media monitoring system for them, their objective was to automate the process of collecting information from diverse media types and unifying it a single database to analyze it.
But how would you know what kind of a system would fit your needs and if such an app exists, for that matter? Monitoring the media without such software is a good place to start. This way, you’ll get the hang of what kind of information you can get from different social platforms (e.g., what people say about your brand) and how you search for it — define what kind of features you need.
Then, you’ll need to determine which department or a specific person will coordinate social media monitoring, and how the other departments will be involved. Although the software automates some of the processes, you still need someone to make use of the data or reports it provides.
Now you can start using monitoring software. And if you decide to develop a media tracking software platform for your company’s use or for distribution, we’d still advise you to try out an existing solution to get a feel of how they work or, even more importantly, if they work at all. Here are a few examples of such services.
Mention is a free software suite aimed at bringing brand awareness, engaging new customers, and improving a company’s reputation online.
Can monitor 1 mill sources in 42 languages;
Generates brand mention reports;
Stores yours and competitors’ mentions in one place;
Helps discover influencers.
Price: Starter plan for $89 per month for up to 3 users, Enterprise — $600+/month.
Talkwalker Alerts is a powerful tool for monitoring the web for certain key phrases and getting email alerts when there’s a new result.
Filters information to find the most important conversations;
Has dashboards and reports for sharing data with team members;
Covers blogs, forums, websites, and social media platforms.
Buzzsumo lets you find out what content is popular on your competitors’ platforms, and what doesn’t get that much attention. It’s also a great service to analyze your own Facebook pages and see how your audience reacts to what you post.
Identifies the best posting time;
Identifies the best length of posts;
Gives monthly statistics.
Price: starting at $79 per month for up to 5 projects monitored for 1 year and up to $499+ for big enterprise projects for 5 years of monitoring.
Basically, Mediatoolkit is an enterprise-level tool that helps you track who exactly mentions your brand online.
Monitors websites, social media platforms, blogs, and forums;
Tracks any country or language;
Provides brand reports of post engagements, brand sentiments, viral content;
All data is stored in the cloud.
Price: 14-day free trial; “Pro” package (5 queries per month) — starting at $110, Enterprise plan (100 queries per month) — up to $1111.
It might be hard to distinguish what features media monitoring software should have just from looking or using the existing software. So if you plan to create a media monitoring software system for your company, here’s a list of key functions to keep in mind.
Social media monitoring is a great tool for businesses of all sizes. It lets business owners get a clear overview of what people say about their brand online, which platforms are the most popular for their target audience, and who are the influencers that can possibly spread a good word about their company. And it can be packaged into a software system to automate the routine part of the process, like gathering data.
You can choose from the many existing monitoring platforms, both free and paid ones, or you can make a media monitoring platform that will be tailored to your needs. If you go the second route, hiring an agency is a great way to get fully-customized software that corresponds to your business objectives. The cost of software for monitoring social media may vary across the market, but as a rule, the services from a reliable company with a comprehensive portfolio are totally worth paying for.
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