The dawn of the digital age has meant that there are more opportunities than ever for consumers to spread the word about your company. Social media allows every user to be a news source and influencer, spreading opinions about companies and products regardless of whether or not they’re using a designated review site. These changes in the media landscape can have positive and negative impacts on your company.
On the one hand, free word of mouth marketing can spread a lot farther and faster when that “mouth” is social media. The platforms and opportunities for unpaid media advertisement have never been more abundant. However, keeping track of all the swirling opinions about your company can be extremely challenging. Addressing a customer complaint on social media canincrease customer advocacy by 25%, but even finding these complaints can feel like an impossible task.
With all this considered, media monitoring has never been more important. Here’s what you need to know about tracking your company’s reputation and mentions online.
What is Media Monitoring?
With media monitoring, you get to become a fly on the wall or, in the case of social media, a fly in the feed. Whether you’re examining traditional news media or the modern apps we all love, successful media monitoring involves listening across channels to understand the conversations happening with your brand.
Why is media monitoring important?
The most valuable stakeholders in your business aren’t the ones who may own actual stock or sit on your executive committee. The voices you most need to hear from are your customers and clients. Although it’s not realistic to have your target market voting on every decision you make, media monitoring canhelp you to be a more informed representative of their wishes.
Once you’ve obtained up-to-date information on the values and conversations of your public, you can use that knowledge to make decisions most in-line with their needs.
Where should media monitoring take place?
Wherever conversations are happening, you want to be listening. Depending on your company, there may be certain platforms or publications that are more likely to contain discussions of your work. In general, however, there are a few different places you’ll want to keep an eye on:
Online media: Independent blogs and forums are often the hosts of many important conversations. Large, independent sites often are as widely read as traditional news and have the added benefit of a comment section or threads where the discussion continues.
Newspapers and magazines: While print media may not retain the same influence it once did, it can certainly still spark conversations and serve as insight into your target market’s interests. Nowadays, newspapers and magazines are often re-published online, giving them an even wider reach (and, fortunately, making them easier to keep track of).
Radio: With talk segments and opportunities for listener call-ins, radio remains a popular tool for sparking conversation.
Television: You might earn television media coverage through hosting a large event or making an announcement. You can also purchase paid coverage or advertising slots. Either way, you’ll want to pay attention to how your messages are delivered and truly come across once on-screen.
Social Media: If it wasn’t obvious by the name, social media is where a lot of chatter about your business will happen. When you’re looking to consider a large volume of messages from the average customer, this is the place to go.
Podcasts: Podcasts have only recently exploded in popularity, but around86 million Americans tune into podcasts. The conversation-based format makes this platform the perfect place for important industry conversations.
While we emphasized that media monitoring is incredibly important, there’s clearly a lot of content to weed through. Finding out how to best keep an eye on all of these different forms of media andhoning in on what matters most for you is the secret to successful media monitoring.
The Top Media Monitoring Tools
Fortunately, there are many different tools that exist to help you with this process. With these resources, you can spend less time scrolling aimlessly through social media, and more time doing the work with your business that you love.
1. HubSpot PR Template
TheHubSpot PR Template helps you stay on top of any information you might encounter while media monitoring. Often, conversations that you see taking place online will require your company to respond – whether to clear up rumors, handle a crisis, or highlight an impact that you’re making. If you’re a smaller business, you may not have an in-house PR team on call. Or, if you’re a large company constantly handling new information, your team could use a little support.
HubSpot created templates to help you quickly draft professional press releases that will promote your company’s image and values. There’s no need for fear when media monitoring, especially when you know exactly how to respond to anything you might find.
2. Media Monitoring Software
Turbine Labs has created a media monitoring software that scours the Internet for mentions of your company or industry. Any time your work is mentioned, your PR team or executive leadership will be told about the source. This instantaneous notification allows you to manage your brand proactively, rather than after a story has already spread far and wide.
You can also customize how you receive the monitored information. A summary can be sent to your inbox at a frequency of your choosing (i.e., daily, weekly, monthly), which offers snapshots of places and ways your brand was mentioned. This changes the way that news is typically consumed, without changing the information that you need to know. You save time by receiving insights in context and not having to sift through all the junk.
3. Thought Leadership Briefings
Finally,Thought Leadership Briefings help to synthesize all of the media monitoring findings into a custom-tailored email. These briefings go out to your stakeholders and are attuned to your brand and the trends picked up on through monitoring. Because these emails are crafted with the thoughts and conversations of your stakeholders in mind, they’re much more effective than the average campaign.
Turbine Labs exists to connect brands with their audience in meaningful, data-driven ways. To make your search more significant and your results more immediate,check out Turbine Labs’ resources today.