“Whoever controls the media, controls the mind”
~ Jim Morrison
In the bygone era, the PR teams had to face a lot of sufferings owing to the tedious task of flipping through numerous newspapers, magazines, editorials, etc… to find out, whether or not, there has been a mention of their respective brand in any of the above media forms.
Once found, these write-ups would be clipped out and added to the clip books so as to demonstrate the staggering “results” of the PR campaign.
Not only this, for companies which had branding on television or radios, people also had to spend a major part of their time in watching or listening to the shows aired on these so as to locate their mentions.
It was, in reality, a painstaking, laborious manual process which in spite of all these efforts, many times provided inaccurate results. And so, in order to sort all these issues, came the revolutionizing sphere of Media Monitoring Services.
In technical terms, media monitoring stands for continuous scanning of mentions across all the targeted channels be it in print media, online platforms, social media domains, and/or broadcast.
However, even though this sphere existed before but with the digitization of content(e-media), the influence of social media, and intrusion of artificial intelligence into the mainstream corporate systems, media monitoring became easier to handle and gave accurate results, thus becoming an integral part of any company’s investment.
It acts as a tool to test a company’s stronghold on the public domain based on the parameters of tone or sentiment, the fidelity of message, content delivered, impact factors, public engagement, demographics, etc.
Why is Media Monitoring required?
- Laying a strong foundation of the brand
Media monitoring helps the company to get aware of peoples’ opinions about their brand. Not only this, but it also helps in targeting the pitfalls or loopholes, if any, during the course of branding.
- Analyzing response to crisis situations
Media monitoring services also help in closely following what is written about the company and what tone is the discussion having. Speed is of the essence, especially with the booming social media, where discussions – be it positive or negative – rise and spread in absolutely no time. Thence Social Media Monitoring, not only helps in determining the tone of discussion but also in registering valuable feedbacks, critical reviews, etc… which can be used in rectifying any organizational faults.
- Knowing the industry, the friends and the foes
Media Monitoring is a very effective tool in knowing about the recent developments in the industry. It can also be used as a tool to speculate future developments products and tools, based on the ongoing trends. It also helps the company to critically analyze the competitors and thereby, make just and safe decisions in partnering.
So with these few points, it is sufficiently convincing why Media Monitoring – be it e-media monitoring, print media monitoring, social media monitoring, or news monitoring, is required. Moreover, with the ongoing everyday discovery of modern software and advanced technologies, the majority of the monitoring work is automated through monitoring tools, which not only helps in knowing about the basic mentions of the brand, required keywords, competitor analysis, etc. but also includes other intricate key components – such as auto-sentiment toning, content analysis for brand prominence and so on.