What is the significance of media monitoring?

Media monitoring is a way of searching for keywords related to a specific issue in public sources on print or digital platforms.

The days of rigorously searching print and online publications for a certain subject have passed. Today, there are numerous media monitoring services and solutions for social media. Due to perceived costs or a lack of understanding of its benefits, several firms are still reluctant to spend money on media monitoring.

The reality is that media monitoring has evolved along with the press and the media outlets that businesses must watch. In the beginning of the 2000s, media monitoring, for instance, would have included keeping an eye on television programmes or print publications like newspapers. The method of monitoring has evolved as we've transitioned to digital media and online periodicals.

What justifies the importance of media monitoring?
For PR professionals and your company, a media monitoring tool is essential so you can view insightful information on how the public perceives your brand, marketing initiatives, goods and services, or even your competitors.

Reputation management is crucial, and media monitoring is an excellent way to do it. Nearly 95% of consumers read online feedback before making a purchase, and 93% of local customers use reviews to decide whether a local company is good or bad.

Here are some benefits of media monitoring:

 

News sources
Since they have the potential to draw a sizable audience, news organisations are a crucial platform to watch. A larger audience may learn about a company's goods or services if a news source discusses them. Keep an eye on news sources to see if they are accurately and favourably reporting on the brand of the business. You can keep an eye on news sources by reading newspapers or websites, media monitoring local news programmes, and utilising technology that tracks news sources.

Social media channels
Because people utilise social media sites to share their thoughts and opinions, media monitoring of these networks is a great idea. You can keep an eye on social media sites to find out what clients are saying about a company's name or its goods. For instance, if a client has a positive interaction with a sales representative from a company, they can be moved to share their story with their followers on social media.

You may keep an eye on internet discussion boards to learn what customers think about your company. Customers frequently submit reviews, suggestions, and concerns on message boards and chat rooms on the internet. To communicate with other customers who might share their sentiments, they might also use internet forums. To decide which forums to pay special attention to, locate those where the people you want to reach may congregate.