Last week, we discussed what media monitoring is and why you should do it. This week, we’ll dive into what you should be monitoring.
“I know media monitoring is important, but where do I start?”
It’s something we hear every day. And we get it.
But there is a way to weave your way through all the information coming at you and only listen to the things that matter. And a good media monitoring tool will help you do that.
The way most media monitoring tools work is with keywords. You (or the media monitoring company, or a combination of the two of you) compile a list of keywords that you think worthy of watching. Then you watch.
But this can quickly get out of hand, especially if the tool you’re using allows for unlimited keyword monitoring.
That’s why it’s important that you remember one thing: You do not need to monitor everything.
That being said, there are some things that you absolutely should.
This one is probably a bit obvious, but it bears saying: You need to monitor the media for mentions of your own organization.
That includes all known spellings and nicknames and shortened versions; if McDonald’s ignored mentions of Micky D’s, they’d miss a lot.
At its most basic, monitoring yourself lets you know—and prove—that you’re getting earned media coverage in the first place.
It also lets you know who’s talking about you and what they’re saying.
As for the “who,” if you know who your biggest supporters and detractors are, you can target them when it comes time to spread good news about yourself....
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