Why Your Organization Should Consider Media Monitoring

While you might get news stories that mention your organization sent to your inbox, media monitoring services take staying on top of news about your organization – and your industry – a step further. Media monitoring is a way to track mentions and stories about your organization or industry across various platforms, providing insight into your communications efforts and allowing you to strategize.

With media monitoring, you can:

  1. Check out your competition

Media monitoring services can be great for competitive analyses. These tools can measure your organization’s share of voice, which indicates your organization’s visibility in comparison to competitors in your industry. You might also discover industry trends and stories or campaigns your competitors are engaging with, helping you strategize and develop a competitive edge.

  1. Prepare for and manage crises

Being on top of the news will give you time to strategize and respond to an anticipated crisis. If you’re already in the midst of a crisis, social media monitoring can help you remain aware of what stakeholders are saying and respond as it happens. Monitoring traditional media can be beneficial for you, as well, to see the extent to which your crisis has reached those traditional channels like print and broadcast. After all, no organization wants to be aware of a crisis unfolding in the media or on social after it happens.

  1. Discover whether your communications efforts are actually effective

Knowing how many times a news story has been shared to social can be helpful in determining the effectiveness of your communications efforts. What’s the value of a story if nobody’s talking about it? Determining whether your media outreach and social media content are effective can be crucial when it comes to developing a strong, strategic plan for your organization.

  1. Build and engage with a community

Social media monitoring is one great way to do this. You can see who’s interacting with your organization and what they’re saying, allowing you to easily manage your responses and interactions with key stakeholders like consumers.

There are several options to consider when it comes to choosing a media monitoring service. Some popular tools include:

  • Cision
  • BurrellesLuce
  • Meltwater
  • Critical Mention
  • Universal Information Services
  • TVEyes
  • Mention
  • Brandwatch
  • Hootsuite

Are you currently using media monitoring tools like these for your organization? If not, you might want to consider it – businesses both large and small can certainly benefit. Our team at Commonwealth PR is here to help.

As always, be sure to check out some of our other blogs here.

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