What is News Monitoring?
Whether you prefer to call it news monitoring, press monitoring or media monitoring, the point is the same. You want to know when and how online news sites, blogs and maybe even social media users talk about your brand.
You may also be keen to monitor how they talk about other brands, topics or themes relevant to your business strategies.
But more than two million news articles and about 7.5 million blog posts are published online everyday. And then there are the millions of tweets, posts, threads and messages published to social media in a constant stream of fresh – often opinionated – content.
That’s a lot of media to monitor. And if your brand name pops up regularly in articles and social media posts across the globe, not all of those mentions will be relevant or require your attention.
Media monitoring helps companies to sift through all of that noise to identify the stories and mentions most relevant to them.
Usually, these may be mentions of the brand, products or services. However, some companies use these tools for competitor monitoring or to track public interest in certain topics.
This information can lead to valuable insights or business intelligence, informing internal decisions on marketing and PR activities – or even product development and business strategy.
For example, social media monitoring might reveal the most requested new product features in conversations about your brand. Or it might reveal which competitors have a greater share of voice (SOV) or media exposure with the target audience.
If your company isn’t already using media monitoring software, you can be certain some of your competitors are.