Media monitoring software can tell a brand what clients and prospects – as well as media, bloggers, and influencers – are saying about it in real-time.
But that’s just one of its capabilities. Here are nine distinct attributes the software can deliver.
Gain actionable competitive intelligence
Input the names of competitors into a media monitoring system to get a pulse on their presence, key audiences, and coverage. Do a brand versus brand analysis of share of voice month over month to show progress toward mindshare or continued dominance.
Lose mindshare? Analyze the conversations competitors are leading that differ from your brand’s and identify ways to improve. Unusual increase or decrease in coverage? Monitor competitive coverage to keep an eye on their presence and brand happenings, identifying elements in their comms strategy that would work – or not – for your brand or your industry.
Find buying signals and new selling opportunities
Execute creative keyword searching to easily find people looking to purchase your product or service. Identify terms people may use when they’re in the different stages of the buying journey (awareness, research, consideration, comparison, purchase, and advocacy) and input those as searches.
For example, a luxury cosmetics brand can search out these types of prospect conversations that might occur on the web:
- Awareness: “Anyone know of a high-quality, cruelty-free, and organic makeup?”
- Research: “What’s the best high-end cosmetic brand?”
- Consideration: “Just found out about [cosmetic company name]. Anyone use it? Like it?”
- Comparison: “[Your cosmetic company name] versus [competitor cosmetic company name] – which is better?
- Purchase: “Just bought my first lipstick from [cosmetic company name] and can’t wait to try it.”
- Advocacy: “Loved the hydrating texture of the [cosmetic company name] lipstick and shipping was quick. Now my new favorite brand.”
To capture those conversations, input the following search terms – and as many related terms as possible – into your media monitoring system to capture prospects at those stages of the buying cycle:
- Awareness: “luxury cosmetics” or “organic cosmetics” or “organic makeup” or “cruelty-free makeup”
- Research: “best cosmetic brand” or “best makeup brand” or “preferred cosmetic brand” or “favorite makeup brand”
- Consideration: “experience [company name]” or “like [company name]” or “use [company name]” or “know about [company name]”
- Comparison: “[company name]” and “versus” or “vs” (or simply input your competitors’ brand names)
- Purchase: “bought” or “purchase” or “buy” or “buying” [company name or industry or product category]
- Advocacy: “like” or “love” or “happy” or “great” or “glad” plus [company name]
Find someone in the awareness, research, consideration, or comparison stage? Those are now prospects to reach out to. Find someone in the purchase or advocacy stage? Those are clients — put them in an advocacy program to keep them coming back for more.
By accurately documenting the percentage of positive, negative, and neutral conversations associated with a brand, the comms team can identify whether the brand’s messages are resonating (positive), opportunities to resolve an issue that might be affecting prospects or clients (negative), and if audiences are talking about the brand (neutral)
Brand reputation management is a critical part of any PR strategy. By accurately documenting the percentage of positive, negative, and neutral conversations associated with a brand, the comms team can identify whether the brand’s messages are resonating (positive), opportunities to resolve an issue that might be affecting prospects or clients (negative), and if audiences are talking about the brand (neutral).
Identify trending conversations
Media monitoring can help pinpoint industry conversations or developing trends that are not obvious, such as a new term or hashtag, or a target audience’s emerging need. Those conversations can also help a brand engage with new media, influencers, and prospects.
Monitor shifts in media channels and audience platforms
A media monitoring platform should reveal where the conversations being monitored are occurring – such as Twitter or Facebook – providing valuable insight into which networks or mediums to dedicate efforts.
Of course, preferences of an audience may shift over time, so a monitoring platform should be used to regularly conduct a media channel analysis. Identify these shifts and adjust the brand’s monitoring and engagement strategy to ensure relevant conversations aren’t missed.
Correlate and replicate activities that drive upticks in conversation
When there are upticks in conversation, this should be noted as an opportunity. Why did that conversation spike, and what was the topic? Was it positive or negative? Who or what was involved?
Take lessons from that peak in conversation and create a follow-up campaign that aligns with objectives, while borrowing tactics from that event to create more peaks and conversation.
Discover new influencers
Media monitoring can reveal influencers, bloggers, and media not currently on the brand’s target list as relevant to conversations happening about your industry or brand.
If someone is engaging in related content you haven’t yet researched or engaged, add them to a new media list. Then discover more about them and start creating a new relationship through engagement.
Look closer at the demographics of engaged audiences
Demographic information provided by a media monitoring system can help build personas for your clients and prospects. Getting a grasp on age, gender, and location, and building that out to include occupations, interests, and preferences, can inform content strategy and help the brand hone in on messaging that resonates more with those personas.
Don’t forget about unbranded, industry searches
Don’t just monitor for your brand name. Also monitor for key industry terms, their volume, and take note of any shifts in conversation. Those changes could indicate an evolution that needs to happen in your comms strategy to resonate with the right audiences.
You can also do an industry mindshare comparison that shows how much total industry conversation there is, and what percent of that conversation you “own” as a brand. Document the change in percentage month over month while focusing on increasing your brand’s percentage of mindshare to demonstrate growth.
When monitoring what’s important to your brand, don’t forget to analyze the data and look deeper. What do the trends and themes mean? How can what was measured last month be used to guide strategy for the following month? Keeping an agile mindset and adjusting your PR strategy in real time will keep you on top of conversations that garner media coverage and new revenue opportunities.
To find a solution that’s right for your brand, download The Ultimate Media Monitoring Buyer’s Guide.