5 Ways to Use Media Intelligence

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Desktop computer showing media intelligence dashboard
Desktop computer showing media intelligence dashboard

Media intelligence, also known as media monitoring, is very versatile. It helps companies uncover new opportunities for marketing, PR, sales, and comms and is especially useful for larger global enterprises. If you have a number of media intelligence suppliers across geographic locations, moving forward as a company can be challenging. When a number of vendors are involved, it means different methods, different KPIs, and different cost structures. This lack of consistency can cause an array of problems, such as skewing reporting numbers and inflating costs. 

This is why having a single media intelligence solution is crucial for global brands who want to get ahead.

Major Benefits of a Global Media Intelligence Solution

These are just a few of the major advantages to having one global media intelligence partner:

  1. Compare apples to apples when it comes to reporting since data collection is unified.
  2. Unified data and reporting makes it easy for you to strategize from one single source of truth
  3. It tends to be cheaper as you can benefit from economies of sales

What to Ask Yourself Before Researching Media Intelligence Software

Consider the following questions when considering which media intelligence solution is right for you. Still on the fence? See why companies around the world choose Meltwater over other leading companies: compare top media monitoring software.

What to ask yourself when looking into media intelligence software solutions. Image showing blue question mark on bright pink backgound

1. Do you have a complex problem you’re trying to solve that may require a custom-built media intelligence solution?

Global organizations need global solutions. For companies dealing with worldwide teams and leadership suites, off-the-shelf-tools just won’t cut it for solving your needs at scale. They can tailor solutions based on your specific KPIs and global / local requirements.

2. Are you concerned about a lack of single source of truth in your reporting efforts?

Having your media intelligence coming from one centralized vendor, you can trust that your teams are using the same data, KPIs, and reporting systems. This keeps measurement consistent and reduces siloed working, meaning you can benchmark regional teams against each other and against your global and local competitors from a single source of truth. It also lowers the chance of duplicating work, while helping you to truly see where your budget is best spent.

3. Is source scope important to you?

If you need media intelligence with a wide content scope, then opting for a global media intelligence vendor is key. Global partners tend to cater to both local and global source needs, so you’ll be covered on both fronts.

Looking into the third party relationships that various media intelligence softwares have is also important, because this will vary depending on what kinds of relationships the vendor has. For example, with Meltwater you’re able to benefit from our partnerships with leading news and social companies. From WeChat to Weibo, we hold partnerships with a network of industry leaders so you can access more comprehensive coverage and insights. 

5 Ways to Use Media Intelligence Software

Here are four key ways media intelligence can help you improve your comms, marketing, and PR strategies on a global scale.

Strategize better by using a media intelligence solution, close up of a chess board

1. Media intelligence for competitive analysis

One way we can use media monitoring is by benchmarking against our competitors. As well as understanding the tonality, trending themes, and media mention spikes around our own brand, we should be looking outside of our brand too.

Looking at developing trends in your industry and comparing your performance to competitors, helps to identify potential threats and opportunities. Has a competitor had a recent brand crisis? Insights gleaned through media intelligence help to provide ways to ensure the same doesn’t happen to you.

Media intelligence is also useful for targeting your comms to win over new business. For example: earlier in 2017, United Airlines staff dragged a customer off their plane. This caused a storm on social media. Other airlines were quick to react by promoting how friendly their own airlines were and highlighting policy around not dragging people off planes. We can find ways to respond to competitor slips by targeting our marketing communications at those affected.  

Metrics to use when benchmarking your brand against competitors:

  • Share of voice: What percentage of the conversation are you mentioned in comparison to competitors?
  • Sentiment: How positively or negatively are you discussed compared to your competitors?
  • Media exposure: How has media exposure around each brand increased or decreased over time?
  • Trending themes: What are the most frequently occurring keywords associated with each brand?
  • Negative trending themes: What are the most common complaints that our competitors are receiving?
Screenshot of the Meltwater Media Intelligence platform

2. Media intelligence for lead generation

It’s easy to find potential business opportunities with media intelligence. Look for the communities who are discussing the type of product or service you offer. Meltwater’s boolean search functionality allows users to create very specific searches. For example, we could search for several different combinations of ‘Can anyone recommend a plumber’. We can then analyze the online conversations around this query and reach out accordingly to promote our services.

Another method of media monitoring for lead gen is by looking for people who are discussing competitors. Those asking for recommendations or discussing your competitors are the best people to target — because you already know they have a need you can fill. 

Alternatively, you can use media monitoring to research potential customers. H+K strategies use Meltwater to understand more about the clients they’re pitching to:

A screenshot of the meltwater social media monitoring suite
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I’ll look at their online media coverage over a 6-12 month period and analyze what media they’ve been featured in, the tone of conversations, whether they’ve had any big spikes around launches or crises and then do the same around their key competitors.” – Roxana Tintea, Planning & Insights Manager at Hill + Knowlton Strategies.

This helps them to personalize their pitch, as well as ensure they know as much about their future clients as possible.

3. Media intelligence for customer experience

Improve the customer experience with media intelligence. Woman buying something from the cashier at a plant store.

Customer experience is not always about bringing on new business. Companies need to also ensure they’re doing everything they can to retain the customers they already have.

Meltwater’s Real-time Alerting tool uses artificial intelligence to detect anomalies across different sectors such as social media, advertising spend, and search engine marketing. The anomalies can alert you to important changes outside of your company.

A football stadium, for example, can track the social coverage within the geo-location of the match — even if the fans fail to mention the stadium or club name. The fans just need to be located within the geo-fenced area set. So, if a number of people within the geo-location complain that the line is too long for the hotdog stand, you will receive an alert. This feature means you can quickly resolve customer complaints, before more people are affected by it and it ripples out into a PR crisis, resulting in a deluge of negative stories surrounding your brand.

We can also use social media monitoring to quickly react to online discussions. Advanced media monitoring solutions like Meltwater mean you don’t have to rely on users ‘@ mentioning’ you, as they often won’t, and you could end up missing a question or complaint.

4. Media intelligence for PR analysis

Many users of media monitoring tools only apply them at the most basic level — to discover PR hits. This is great, however, we can also look at PR hits in more detail.

Meltwater’s Google Analytics integration allows users to analyze the effect particular PR hits have had on website traffic. The widget displays the sessions and referred sessions to a selected website against the media exposure for a Meltwater news or social search.

Exploring referral traffic is handy for those wanting to understand which outlets (e.g. press releases, blog posts, particular landing pages, social channels etc.) are driving the most traffic from earned coverage. You can then use the data to tweak your content strategy. For example, you may decide to produce additional content on the topic that’s resulted in the most website hits. You can also target future content to the publications that are influencing the most website traffic. 

Lastly, you can analyze trending themes, sentiment, social shares, and social media mentions to get the full picture of how people have responded to a particular piece of content.

Take a look at our free tool, Meltwater Impact to understand various important metrics.

PR metrics to use:

  • Sentiment: Understand how the story has been received in editorial and on social
  • Media Exposure: Understand the impact of the coverage based on volume pick up
  • Google analytics: Understand the impact of PR based on website traffic
  • Trending themes: Understand how the majority of people are reacting to the story

And there you have it! 4 diverse ways media intelligence can be used to manage and protect your global company.

Curious how Meltwater Media Intelligence solutions can help your team achieve success? Fill out the form to get a free 15 minute product demo.