360 Media Monitoring: What Is It And Why You Need To Do It
When it comes to media monitoring in today’s digital age, it’s no longer enough to monitor just one media channel. People are spreading their online chatter across multiple channels to a point there’s now an endless stream of content to monitor, measure and analyse. All the more, it becomes crucial to establish an efficient process to measure brand mentions across these various platforms, ensuring you never miss a piece of relevant content. That’s where 360 media monitoring comes into play.
So what is 360 media monitoring?
As the name suggests, 360 media monitoring is essentially listening to all brand chatter across different media channels and analysing the data to form a 360 degree picture of your brand health. Nowadays, PR and communications professionals have to consider monitoring print, broadcast, online media, images and social media platforms.
By monitoring these channels, you can keep up with what is being said about your brand, competitors and industry no matter which platform the conversation is on. It also allows you to respond quickly to news about your brand by having access to all the information you need on a single platform.
Why is it important to get the full picture?
For PR professionals, it’s important to understand that your audience no longer lives on one channel alone. They’re everywhere. Even if it’s a platform where you have no active campaign or advertisement, it’s still crucial to monitor those media channels for mentions that could impact your brand.
With 360 media monitoring, you gain insight into consumer perception of your brand from all angles and understand whether individual mentions are positive, negative or neutral in sentiment. This helps you form a complete picture of your brand presence that could be beneficial for various reasons:
1. To improve audience targeting
Whether you’re gearing up to launch a campaign, product or send out a press release, there’s no denying that conversations will occur across the various media channels as soon as you hit send. However, by deep-diving into each channel and understanding the discussions would aid in making more informed decisions during targeting.
For instance, on the recent Apple services announcement, discussions on online publications largely surrounded the company’s move into the streaming arena and its credit card offering making it a financial services company. Whereas most mentions on social media zoomed into what celebrities said during the launch. Some of which revolved around Steven Spielberg’s claim that ‘Netflix movies aren’t real movies’ and yet promoted Apple TV+.
With this knowledge at hand, as a PR professional, you can make more informed decisions on what type of messaging would work better for which channel and how that messaging would be perceived. In the above example, you would attempt to either clarify Spielberg’s message or push out information to highlight what type of content consumers can expect on Apple TV+. Whereas with publications, you might want to share more business stats on Apple Card and how these streaming services would impact Apple as a business.
Ultimately, 360 media monitoring helps in ensuring you know which platform you’re making the most impact on and with who, ensuring the next push you craft is catered to the platform and the audience on it.
2. To manage brand reputation
Sentiment analysis through media monitoring is a great way to identify how your audience perceives your brand on a platform. However, if you’re only monitoring one platform, chances are you won’t realise brand sentiment could be negative on another platform. Through 360 media monitoring, you’ll get a true broad overview of your brand across various platforms and stay ahead of the curve.
For instance, based on the data above, you would see that for searches around Brand X, the overall sentiment is positive on Facebook. However, by contrast, they are receiving greater negative sentiments on Twitter, Tumblr and Forums. Such a tool allows you to zoom in on these negative sentiments and figure out an action plan to mitigate it before it balloons into something worse.
Whereas, if you notice there’s plenty of positive sentiments around your brand across multiple channels, it’s a good way to prove your efforts to top level management, showcasing your work is boosting or maintaining the brand’s reputation.
3. To ensure all online chatter is accounted for
With a dashboard that collates and highlights all mentions across various platforms, you can easily keep an eye on what’s being said or discussed around your brand, competitors or the industry. This way you can stay ahead of the curve and keep track of trends or pertinent issues that might concern your brand. Whenever the need arises, you can also engage with the audience directly and in a timely manner.
This comes in especially useful when mitigating potential crises. With 360 media monitoring, you can also set up alerts for certain negative keywords across all platforms and manage any noise immediately, before you get blindsided. Considering the speed at which a crisis can blow up today, pre-empting and acting fast during a crisis will go a long way in preserving your brand reputation.
Challenges of tracking all brand mentions independently
Think you can simply track brand mentions on your own, without any tool or software? The reality is, you won’t have enough hours in the day to effectively track each and every single mention across multiple media channels. Even if you have a dedicated headcount for this, you may miss out on crucial mentions. As the company grows, listening without a tool would quickly become an insurmountable task.
Some of the challenges you might face include:
1. Too many channels to keep track of
No doubt, we’re in a time where the sheer volume of digital conversations amounts to a mammoth bulk of data. The world of social media alone consists of a series of platforms. Add to that the number of print publications and broadcast media channels. Safe to say, it would be impossible to keep track of every single mention on every platform if you were to do it manually. Don’t forget you’ll also need time to measure and analyse mentions to get actionable insights.
2. Risk missing crucial online or offline mentions
While struggling to keep track of multiple platforms, you also run the risk of missing a crucial mention because you were kept busy tracking another platform. This very mention could signal an impending crisis and you just missed it.
3. Unable to interact with audience real-time
When tracking conversations on your own, what you might end up tracking are mentions made the day before or several days before. This limits the chance for you to follow up immediately and interact with your audience in real-time. With 360 media monitoring, you can stay on top of things and have robust alerts that prompt you when there’s a need to engage with your audience.
Move forward with 360 media monitoring
Essentially, having access to a 360 media monitoring tool not only offers much-needed insight into brand perception across all media channels but also allows you to pinpoint what needs to be altered for future campaigns.
To kickstart 360 media monitoring in your company today, the Meltwater Media Monitoring tool comes in exceptionally handy. The tool allows companies to sift through millions of online articles, social media posts and print content, displaying the results in easy-to-understand dashboards and graphs. These dashboards can then be translated over to customisable reports you can use to present to top level management.
Such a tool ultimately speeds up the tiresome media monitoring process, increasing overall productivity levels. It also frees you up to conceptualise meaningful content, foster valuable relationships, and drive sales for your company.
Get started on 360 media monitoring today and you’ll wonder why you weren’t on the bandwagon much earlier.