What is Media Monitoring? A Complete Guide for 2024

Table of Contents
Social media is spreading out like wildfire in 2024. With over 59 percent of people in the world using social media, it has become an important tool for marketing.
Be it marketing your skincare brand or your first single in music, you can put it up online on different social media to promote it. And given the reach of these sites, the after results are pretty good.
But not every brand takes off on the internet. Setting up a brand on social media requires a detailed study of the brand its competitors and the site algorithms. And how is it done? Through media monitoring.
With media monitoring, you track the presence of your brand and its mentions in media forms such as newspapers, radio, social media, and digital platforms.
So what is media monitoring? This blog is your complete guide to it.
What is Media Monitoring?
Media monitoring is the tracking, scanning, and monitoring of the content, talks and media coverage of a brand across media channels like newspapers, TV, radio, social media, news websites, and blogs. It counts the keywords related to your brand and its services and campaigns across all forms of media and prepares a report for you based on that.
For example, GreenWave Technologies develops renewable energy solutions that can use media monitoring to track mentions of their brand across media. By tracking news, blogs, and social media posts, they learn about their brand’s media presence. And when there’s a complaint, they work on quickly addressing it with the right measures like contacting the customers and giving them Solutions.
5 Components of Media Monitoring
Media monitoring is the combination of all the media devices that work together to understand a brand’s media presence, help it manage it, maintain its reputation, and build a relationship with its audience.
1. Monitoring Keywords: With media monitoring, you can monitor the presence of the different keywords that are related to your brand and how they are used across different media channels like radio, newspapers, and social media.
2. Reach Analysis: With reach analysis, you can measure the reach of your brand’s media presence how many views it had and the number of times they look at your brand’s media content.
3. Sentiment Analysis: It is important to know what your customers think about you when they look at your content and media presence. Are they liking it? Do they think that your content needs improvement? Sentiment analysis helps you answer this question using its AI and NLPs.
4. Engagement: Engagement is the number of times your audience interacts with your page and how they interact via likes, shares, comments, or retweets on posts. The more they interact with your brand’s posts the more they like it more and if the interaction is less, you need to work on it.
5. Share of Voice (SOV): Media monitoring tells you the percentage of your total media coverage that your brand is receiving when compared with your competitors. It tells you the voice and reach of your brand among the audience.
Choose Locobuzz, a Value-Driven, Social-First Digital and CX Intelligence Platform. Supercharge Your Media Monitoring Today!
5 Benefits of Media Monitoring
Media monitoring lets you track the media coverage relating to your brand across the whole internet, be it newspapers, or social media. Here are the 5 benefits of media monitoring:
1. Collects Media Coverage: Media monitoring through its tools collects the media presence and coverage of brands across media channels like newspapers, TV, radio, websites, blogs, and social media.
2. Tracks Keywords: Media monitoring tracks and monitors keywords and hashtags related to the brand across all media channels be it Google reviews, social media, or newspapers and radio, and checks whether it’s good or bad and works on designing the strategies accordingly.
3. Tracks Competitor: It includes tracking and monitoring the media coverage and campaigns of the competitors of your brand. It benchmarks its performance with yours and helps you find out how you can edit your strategy to do better and stand out.
4. Detects Crisis: One wrong move with the media can worsen your brand’s reputation. With media monitoring, you can plan in advance, detect crises early have plans in place for its effects, and maintain your brand’s reputation.
5. Check your Performance: Checking the performance of your brand and its presence across different media channels and its media campaigns is an important part of media monitoring. This helps you understand where your brand stands right now and how you can improve your brand’s presence.
How Does Media Monitoring Work?
Media monitoring works through some steps to monitor, scan and deal with their related content on media content. It works by tracking keywords, and mentions of your brand across media channels.
1. Set Goals
You have to study your brand’s media presence and then decide what goals you want to achieve with it. For example, do you want to maintain your reputation in the media? Or handle a crisis? Then monitor keywords or, hashtags, related to your brand to check its current online presence and find out where your brand stands currently.
2. Collect data
Media monitoring tools use web crawlers and APIs to collect data from most media channels like newspapers, TV, radio, websites, blogs, and social media and assess it. It helps you find your media coverage and also what the media and audience think about your brand.
These tools also have a filter where you can collect data that is relevant to your goal. You can do this by setting filters on the app like choosing the language, location, source type, and date range.
3. Data Analysis
After collecting data, you then analyze it using AI and ML tools to understand them, find out if they’re good or bad, and how your audience understands your brand. Then work on finding out patterns in the data like the change in mentions, public image, and how you can improve or change it.
4. Audience Interactions & Reach
Find out how your audience is interacting with your posts, the reach and impressions of the posts and your media coverage by their likes, shares, comments, or retweets. If they are interacting more with your audience and the interaction is wholesome, it means that you have a strong relationship with your audience, otherwise you might need to work on building one.
5. Competitive Analysis
Analyse and monitor how your competitor brand is doing and how their media presence is. Collect all the data about your competitor’s coverage, audience, and interactions compare them with your brand’s, and find out the areas that you are doing good in and where you could work on to stand out and be better.
Locobuzz For Media Monitoring
Locobuzz is a social listening and media monitoring company that offers tools for tracking the online presence of your brand, what people are saying about your brand, and how it is perceived online, on social media and review sites, and its media coverage on different news websites and accounts.
It tells you about your brand’s social media presence, followers, interactions, likes, shares, saves, comments, and the reach of the hashtags related to your brand. Locobuzz also tracks your brand’s media coverage and online presence, be it on Google reviews, Google My Business, social media, blogs, and news.
You can then analyze this data to understand your strategy, audience, and competitors and use it to change your strategy for better results and reputation. With Locobuzz you can also measure how your social media account is doing at regular intervals and keep updating your strategy.
Conclusion
In 2024, what an audience thinks about your brand can make or break it. This is why media monitoring has become an important tool for growing brands on the internet. It monitors their online presence and media coverage, and they can know how they are viewed by their audience and work on their strategy according to them.
By monitoring different media channels like news, social media, and blogs, brands can collect all mentions of their brand and see it under one tool. This lets you understand your brand’s presence in media and helps you better it.
It also lets you handle crises before time, so you can minimize the damage and maintain your brand’s reputation, and also measure how your brand’s online presence is doing across all channels through likes, comments, and reviews.
The case study on United Airlines shows how important media monitoring is. United Airlines after facing a scandal was able to handle it by monitoring its media coverage issuing public apologies and changing customer policies.