Media monitoring has its advantages as a tool to evaluate the efforts and growth of a company.
Many years ago, mass media would normally just consist of solely printed media, the radio and TV. So most media monitoring agencies’ central activity was to monitor the press. But with the internet now providing output of interest to their clients, it’s a must to monitor what’s happening online.
Media monitoring companies used to take care of the systematic recording of radio and television broadcasts, the collection of press clippings from print media publications, the collection of data from online information sources. The output, which is probably the collected media materials, makes reference to the client, its activities and the topics of interest assigned to it.
Buzz monitoring, on the other hand, communicates information to the company about how the people accepts their products and services.
It’s a good idea for a company if they respond to as many posts as they can while monitoring the social media. Positive comments are not all there is to find but it will be a good move to make the customers know that the company is listening to what they have to say.
It is also important to remember that deleting negative comments from the social media you are managing is not a good way to go. Don’t think for even just a second that no one had seen that post regardless of how fast you delete it. Doing so could make the people think that the company is guilty and that it is covering up its faults. It will give a worse look for the company.
The company will be mentioned a dozen times and it is the publicists’ duty to track how many times it was mentioned within different platforms. Major platforms include magazines, newspaper, blogs, and the social media. “Clippings” is what these entries are called.
They are collected and compiled to become monthly reports by the public relations firm. They are then passed on to the clients together with the circulation (which shows how many subscribers or viewers the platform has) and impressions (which are calculated by multiplying the circulation by three) from these platforms.
The reason impressions are calculated is because it is assumed that print media will be circulated past the original subscribers. Calculations are done because of the company’s desire to show the clients how many people have seen their message.
With so many things happening all at the same time all over the world, it’ll be a difficult task to monitor everything related to one’s niche – that is, without the proper tools. And this is where FeedsAPI can be of great help.
More about this in the next posts!