![]() Examining those mentions can also reveal what people understand about your business (awareness) and what the general feeling is towards it (sentiment). Monitor mentions across online news sources, blogs, review sites and social media platforms to discover just how talked about your brand really is. Brand Awareness: A successful brand is talked about.Press monitoring can also help you decide how to adapt your PR strategy to more effectively shape the story you want to tell. Use PR tracking tools to capture relevant news stories and other mentions for coverage reports, etc. ![]() PR Measurement: Measure the success (or failure) of your press releases and other PR activities to get your message out.When tied to clear and measurable business goals, a good news monitoring strategy can deliver both immediate and long term benefits, including: But it can also give you a window onto the marketplace as well how it moves, adapts and evolves over time as new trends emerge and competitors vie for attention. News monitoring provides an objective picture of your brand, your messaging and how they’re perceived in the marketplace. If your company isn’t already using media monitoring software, you can be certain some of your competitors are. ![]() Or it might reveal which competitors have a greater share of voice (SOV) or media exposure with the target audience. ![]() 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.įor example, social media monitoring might reveal the most requested new product features in conversations about your brand. However, some companies use these tools for competitor monitoring or to track public interest in certain topics. Usually, these may be mentions of the brand, products or services. Media monitoring helps companies to sift through all of that noise to identify the stories and mentions most relevant to them. 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. 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. You may also be keen to monitor how they talk about other brands, topics or themes relevant to your business strategies.īut more than two million news articles and about 7.5 million blog posts are published online everyday. You want to know when and how online news sites, blogs and maybe even social media users talk about your brand. Whether you prefer to call it news monitoring, press monitoring or media monitoring, the point is the same. However, you'll still need another media monitoring service to track and monitor other traditional media coverage.Īnd by splitting the job of full web monitoring across multiple monitoring tools, your data isn't in one place, making comprehensive media analysis harder.īy not paying for a dedicated and feature-rich media monitoring tool, you may be leaving more value on the table than you’re saving. Many social media marketing tools also double as social media monitoring tools, allowing you to monitor various social media accounts and set alerts for specific search terms. But with social media platforms such a huge part of the everyday online conversation, your media monitoring reports may be missing a lot of valuable or important social media mentions happening on Facebook, Instagram or YouTube. If your news monitoring needs are simple and you’re not concerned with monitoring every potential source, then perhaps a free media monitoring tool may be enough to get you started.īut an effective media or press monitoring strategy is about a lot more than simply knowing when a website mentions your brand.įreemium news monitoring platforms are often too basic or too limited to deliver genuine benefits.įor example, most free or entry-level media monitoring software only monitors the easiest media sources – news sites, blogs and perhaps Twitter. So is it possible to get by using a free media monitoring service? Once you’re using the platform, it may not be long before the limitations convince you to upgrade to a paid account. This is commonly referred to as the Freemium model. Or it may restrict the number of search terms, social media accounts and sources you can monitor. The media monitoring tool offers a basic free tier that limits the PR tracking tools and features you can access.You’re really signing up for a free trial or demo of a news monitoring tool for 7, 14 or 30 days – after which you’ll need to become a paid subscriber to continue using the service.If you’re new to news monitoring tools, you might wonder why anyone would opt for a paid tool when there are plenty of online media monitoring platforms inviting you to sign up or get started for free.
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