Good or bad critics can make or break a brand image, and that’s why it’s important to have early knowledge of what people are saying about your organization. Technology allows us to have a wide range of media landscapes and communication channels where businesses can interact with their customers. This is where media monitoring comes into play. Media monitoring is a coherent process used to monitor information on your organization through social media and other types of communication. Bad things can happen when you’re not paying attention to social media, no matter the size of your organization. It is significant to keep track of what has been said about your organization in order to prepare your decisions on the best course of action.
3 reasons why Organizations Need to Invest in Media Monitoring Tools
The following are some reasons why Media Monitoring is important for public relations professionals and organizations:
1. It Enables You To Act Fast in the Event of a Crisis Communication
In an increasingly competitive world, rumours are something we have no control over, especially if you are unaware of them when they surface. When you realize that a negative story about your organization is on the cutting edge of the media, it gives you time to take action and immediately responds by giving your version of the story. Another benefit is that it allows you to prepare a response sooner. If you do not monitor your online presence on time, you may be faced with a negative PR that has already damaged your company’s reputation.
2. It Improves Client Relationship
It’s nice to know that regardless of the kind of information that’s out there, people are still talking about your business, which keeps you relevant. If an influencer or journalist has decided to publish a negative story about your organization, it doesn’t necessarily mean that they won’t publish a positive story some other time. Some journalists will always share your company’s news with the public, the fact that they are already aware of your organization means that they will continue to share stories, which should allow you more time to build that relationship with them. The moral of this point is not to ignore the negative stories coming from reporters or influencers about your business, instead, learn from them. Think of it as a new opportunity to engage with the reporter or influencer and strengthen that relationship and mutual trust.
3. It Helps you keep Track of your Success
I can’t always equate media monitoring with negative publicity, there must be a positive element to it. Just think of this scenario. A story about an event in your organization can one day trend in social media or become popular in the news, you might even be unaware of it. In addition, people can post wonderful things about your brands on social media without tagging your social media account. This is where media monitoring tools become effective, as they alert you when your brand is trendy on social media. When you are notified, you can take advantage of your popularity and tag or post them back to your social media account. You can also connect with certain influencers to help you maximize and share positivity with their audience.
Read more: How to Handle Negative Media Publicity
5 Effective Media Monitoring Tools
Here are some important Media Monitoring Tools that can help your ultimate objective:
1. Mediatoolkit
Mediatoolkit is the easiest online think-tank Monitoring tool that helps PR Professionals and businesses know when something important is said about them on social media and the internet in general. The software enables users to receive alerts in real-time using any language or country from sources such as Facebook, Twitter or updates to websites, blogs and forums.
Cost: With Mediatoolkit, you have an option of a free trial for a start, after which prices begin at €399.00.
2. Talkwalker
Talkwalker is a real-time listening and analytical media monitoring tool that provides consumer information that helps brands make a difference for businesses. They cover owned and earned media in 187 languages using platforms such as online, social, print, videos and can provide the most important information with the help of an advanced artificial intelligence and automation driver. For podcasters who want to find out when they are trendy on social media. Talkwalker is your sure bet.
Cost: More details on business plans are available upon request. The Basic package starts at $6,000.
3. Keyhole
Keyhole is an automated social media analytics that measures social media data in real-time and illustrates information in easy-to-read graphics and presentations that simplify reporting and strategy. They are a top media monitoring tool when it comes to social media. Keyhole’s social listening features help you follow hashtags #hashtags, @accounts keywords and URLs across major social media platforms like Instagram, Instagram, YouTube and Facebook. Keyhole gives you the opportunity to analyze trending subjects, so you can stay a step ahead of your competitor. For those who prefer the social media management platform, keyhole is not offering this option at this time.
Cost: They offer a free trial, with pricing beginning at $49 per month.
4. SEMrush
SEMrush is a SaaS platform that is used to search for keywords, online ranking data and Media monitoring solutions. This media monitoring tool is important for those who wish to follow unrelated brand references and develop their own SEO strategy. SEMrush is limited to only identifying brand names that you can use to improve your SEO positioning. This will be challenging to use for public relations applications.
Cost: It comes with a free trial, but the membership starts at about $99.95 per month.
5. Google Alerts
Finally, we have Google Alert. Google Alerts is a free media monitoring tool that collects public notification with your pre-defined keyword and sends the report to your mailbox. The service sends e-mails to the user when they find new results such as web pages, newspaper articles, blogs or scientific research that match the user’s search term.
It is important to note that Google Alert does not offer the option of creating reports or any analytics. Take note of that.
Cost: Google Alerts is free for all to use.
Conclusion
Negative publicity can affect any organization enormously, and the impact is devastating. You need to keep tabs on your brand, competitors and industry to be fully aware of your reputation. Media monitoring tool is one of the best ways to stay abreast of news about your brand, so you can avoid or control negative publicity whenever it happens.
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