Media monitoring and analysis allow you to follow everything that is said about your brand, your competitors, and your sector of activity, regardless of the media. It is said to be useful tool for gaining an edge over the competition and gathering information so that new strategies may be developed to improve your company's market share and image.
However, do you wonder if all that is really necessary? Should companies really be paying attention to what the media are saying about them? The answer is a straight yes, even more so in this digital age when information reaches populations in an amazingly short period of time and where everyone can give their opinion on everything.
Information about your company should not only be monitored, but also carefully analysed and responded to, and this applies to all data you manage to collect.
Here are a few noteworthy advantages of media monitoring :
The media have become a powerful tool for shaping thoughts and opinions. While you cannot totally control what is being said about your brand, but it is important that you are able to respond quickly and appropriately to negative comments. Don’t overlook the fact that negative comments can destroy the reputation of your business that you have spent years building. It is important that you respond swiftly in crisis situations, to prevent molehills from becoming mountains. On this subject, we refer you to our article on crisis communication and the best practices to adopt. Media monitoring makes this possible, as it follows all that is said about your company and gives you room for quick responses.
Media monitoring does not only focus on your brand, it also pays attention to your competition and your sector in the broad sense. Your knowledge of what’s going on in your ecosystem gives you a head start on the companies in your industry. By keeping a close eye on new trends, you’ll be able to pick up on them faster and better differentiate yourself. It also recommends necessary changes to be made in your strategies to sustain your company. Also, this monitoring allows you to be reactive to news about your brand and your field of activity.
Monitoring your company will not only give you the upper hand because it gives you the possibility to make better-informed decisions, but it will allow you to stay informed of trends to better position your company on the market.
Media analysis also allows you to closely monitor consumer needs so you can continue to meet them. Staying on top is not just about monitoring. Consumers remain the priority in any industry and must remain the focus of your attention. Analysing the evolution of their needs and adapting your services to better meet them is the best way to guarantee their loyalty and trust. Media monitoring makes this possible, as the ever-changing needs of the consumers are monitored and reported to the company.
Measurement of the effectiveness of communication
Thanks to the data collected, you have access to a multitude of tangible information concerning the reach of your press releases and the public’s perception of them. Media monitoring, therefore, allows you to easily measure the effectiveness of your communication. It is also possible to determine which media outlet will provide you with the highest media coverage. Your company will then be able to consolidate its strenghts and improve on its weaknesses.
Media monitoring is an essential tool for the continued progress of your company’s image. Media monitoring consists of monitoring a topic, a company, a brand, etc., in the media and allows you to concretely evaluate the perception that the media and the public have of your brand through the different media (TV, radio, internet, etc.).
The data collected through monitoring (press, web, social media, etc.) gives you the opportunity to learn more about your company’s reputation and the public’s perception of your brand, as well as industry trends and competition. The detailed analysis reports will provide you with the best decisions to make and quick responses in case of a crisis. They will also allow you to easily identify areas for improvement in your future campaigns and thus, develop quality relationships with various parties and boost your sales.