Media monitoring is listening to who’s saying what about your brand, your competitors, your industry, and any other topic that’s important to you and your operations.
Look at the first part of the definition: Media monitoring is listening. It’s keeping your eyes and ears open to the conversation around your brand, a conversation that is happening at all times, everywhere around you, on all channels and at all volumes.
Pretty important, no?
Whether you’re a newbie to the world of monitoring or a hardened veteran, it’s always useful to get a primer on the subject.
Where to look
With the avalanche of information available every day, it can sometimes seem like there’s no way you’re ever going to gather every bit of your organization’s coverage. The good news for you is that if there’s a relevant mention out there, the best media monitoring solutions will find it for you. Here’s where they look:
Online: The world lives on the internet now. The fact is, if you’re at all serious about tapping into the conversation and contributing to or taking hold of the message, then you need to be watching the web, from the biggest online news outlets to the smallest blogs.
Print: Modern media monitoring hasn’t forgotten its roots. Newspapers and magazines still make up a good portion of press coverage, and, depending on your target audience (we’ll talk about this later), they might just be where you want your message appearing most of all.
Broadcast: Despite the downturn in cable subscriptions, television still holds a lot of sway over public perception. Likewise, you ignore radio at your peril. In the U.S., for example, it’s the third-most powerful medium,...
This content is available to IABC members only. To continue reading, log in below.